Digital ad spending jumped over the last decade, though TV spending still maintained its edge until this year. In 2017, digital spending surpassed that of TV, according to Magna, the research arm of IPG Mediabrands. This year, global digital ad spending reached $209 billion worldwide (41% of the market), while global TV ad spending hit $178 billion (35% of the market). Digital advertising is expected to continue growing. Magna projects that digital ad spending will increase by 13% (to $237 billion), while TV ads will inch up by 2.5% (to $183 billion). By 2020, Magna anticipates digital ads will make up 50% of all ad spending.
Looking specifically at political advertising, the growth in digital advertising has been a slow and steady development. In 2016, spending on digital advertising finally crossed the billion dollar threshold, according to media tracker Borrell Associates, hitting $1.4 billion (a whopping 789% increase from the $159 million spent on digital ads in 2012). At the same time, political TV spending fell 20% last year, from $5.45 billion in 2012 to $4.4 billion in 2016.
Digital advertising only makes up 14% of total political ad spending now. As the global market continues expanding and campaigns continue evolving, however, digital spending will keep on growing.