Share of Global Ad Spend by Channel

Share of Global Ad Spend by Channel

Proof Point

Global ad spend shifting from traditional to digital advertising, with mobile and desktop Internet expected to make up 41.7% of global ad spend by 2019

Share of Global Ad Spend by Channel

2016 and 2019F (percentage)

Proof Point Findings

  • Global Ad Spend – Expenditure spent on advertising worldwide across different channel types
  • TV's Dominance Declines – Share of ad spending on television, which was biggest advertising medium since 1996, expected to decline from 35.5% to 32.6% by 2019
  • Internet Advertising Grows – Digital advertising comprised of desktop and mobile forecasted to surpass television and become largest advertising channel, making up 41.7% of global advertising spend by 2019
  • Traditional Channels Decline – Newspapers, magazines, radio, and outdoor estimated to experience declines in share of global ad spend between 2016 and 2019
  • Key Drivers – Include increasing mobile population, particularly in emerging markets, shifting content consumption from traditional media devices to Internet-enabled ones, and intensifying competition for shorter consumer attention span


Market Disruption


Media and Entertainment, Technology and Communications


Date Last Updated

June 22, 2017

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