2019年美国传统电视广告报告（英文）

© Copyright WARC 2019. All rights reserved.WARC Data, November 2019: Television in the United StatesKey InsightsUS television advertising spend to be worth $61bn this year, the lowest level since 2011TV accounted for 31.0% of total adspend last year butonline display is expected to overtake in 2019Consumers are gradually moving their viewing online, American teenagers are already thereAdvertisers may struggle to follow; 65% of consumers wantan ad-free environment online12342© Copyright WARC 2019. All rights reserved.WARC Data, November 2019: Television in the United States3US television advertising spend to be worth$61bn this year, the lowest level since 2011Television advertising spend in the United States is expected to be worth $60.5bn this year, the lowest level in nearly a decade. This is net of discounts and according to the latest WARC Data forecasts based on MAGNA Global research. This compares to total adspend of $64.8bn in 2018, the third-highest level ever recorded.Spend is split 50/50 between free-to-air channels and pay TV. In 2018, the value of the pay TV market was $32.9bn, equal to a 50.7% share of the total. Free-to-air took a 49.3% share and was worth $31.9bn.This follows a growing importance of pay TV, which has increased its share from 32.1% in 2000. WARC Data expects this trend to continue, with its share rising 1.7 percentage points this year.This excludes digital TV advertising, which is growing steadily but is a comparatively small part of the market at $4.6bn last year.Media Analysis: TV in the USSOURCE › WARC Data, MAGNA GlobalNote: Data are net of discounts, include agency commission and exclude production costs. Does not include digital television advertising.64.860.562.92010201120122013201420152016201720182019(f)2020(f)Pay TVFree-to-air© Copyright WARC 2019. All rights reserved.WARC Data, November 2019: Television in the United States4TV was the largest medium last year but onlinedisplay will overtake in 2019Television has been the largest advertising medium in the US since 2002, when it overtook newspapers in value. In 2018, it accounted for just below one-third (31.0%) of all advertising spend, down from 2012’s peak in share of 41.0%.WARC Data forecasts that online display will marginally overtake television advertising in value this year. Online display spend will exceed that of TV by just $6.6m this year, leaving both with an equal share of 27.6% overall. This will be extended in 2020, with TV’s share dropping to just 26.4% and online display’s rising to 29.4%.Video’s share of this online display total has also grown strongly in recent years, rising from 14.1% in 2010 to over one-third (35.1%) this year.Additional research from WARC suggests effective campaigns use TV for storytelling while digital is often used to support short-term sales activation. Many marketers expect a pivot back to long-term brand building, something that may boost television’s fortunes in the future.Media Analysis: TV in the USSOURCE › WAR