By John Glenday

The latest media ad spending forecast calculates that digital channels will surpass traditional mediums as early as 2021

eMarketer crunched the numbers to arrive at the prediction, which begins with an estimated 7.4% increase in total media ad spending this year to $628.63bn, with digital accounting for an ever-increasing share of this total.

Over the next four years the percentage of total media ad spending in the digital realm is expected to rise from just 43.5% in 2018 to just a shade below the psychologically important 50% barrier in 2020, before finally leapfrogging traditional mediums the following year.

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Source: The Drum