TV advertising falls globally; digital poised to overtake by end of 2017 | The Insight Files |

For the first time in history, outside of recession years, global television advertising revenue fell year-over-year as digital advertising surged once again. Digital, in fact, should overtake TV by the end of 2017, according to a study from Magna Global. In the U.S., digital advertising will surpass TV in 2016. A different study from ZenithOptimedia says TV's share of advertising pie probably peaked at 39.7% in 2012, and it will be overtaken by digital for the first time in 2018. Both studies paint a rosy picture for digital advertising and a troubling one for traditional cable and broadcast TV, at least in the long term. Find out more.