According to PricewaterhouseCooper’s latest outlook report, Internet advertising will overtake broadcast advertising in the U.S. within the next year.
PwC’s annual ‘Global Entertainment and Media Outlook‘ report, a five-year economic forecast for media and entertainment industry revenue and ad spending, forecasts that entertainment and media spending will reach $720 billion by 2020, up from 2015’s $603 billion.
“Our forecast reflects that [advertising] dollars will begin to catch up to where the eyeballs are,” said Vollmer. “There’s a lot more shifting of spend that can come out of areas that are maybe already allocated to digital, like money that’s targeted more at desktop inventory today that can be shifted over to mobile. There’s also money that can be shifted over from other budgets as well.”