Internet adspend to overtake TV

The internet is expected to overtake TV to become the largest medium for advertising in 2016, according to the latest International Ad Forecast from Warc.As well as downgrading its global adspend forecast for 2015 by 2.5pp to 2.3% growth, Warc examined the rise and fall of various marketing channels in the 12 major markets covered in its report. The 12 markets studied comprise some 75% of all advertising expenditure tracked by Warc.Across all key markets, internet adspend is expected to register rapid growth, rising 15.6% to $135.9bn in 2015 and 12.7% to $153.1bn in 2016.
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