By John Glenday

A new analysis of advertising trends has forecast that expenditure on digital will overtake TV by the end of 2017 as diverging growth rates accelerate, according to Interpublic Group’s Magna Global.

The psychologically important moment would see TV, long time king of the advertising world, lose its crown to the new challenger which is expected to grow 17.2 per cent this year to $160bn and a further 13.5 per cent in 2016.

By contrast television is anticipated to see its market share of the $503bn per year global ad market slip from 38.4 per cent to just 38 per cent in 2016.

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Source: The Drum