U.S. Media Advertising Outlook 2018-2022

PwC’s Entertainment & Media Outlook Report contains projections for advertising expenditures through 2022.  The following are highlights for major media markets in the U.S.

Out-of-Home Advertising

Out-of-home (OOH) advertising has the strongest projection of traditional media, experiencing eight consecutive years of increases, due to the healthy expected growth in digital out-of-home.

Digital out-of-home (ex. billboard, DMV, elevator, gas station) is expected to grow at a +8% compound annual growth rate (CAGR)¹.

Online Advertising

Online is expected to have a +7.7% CAGR through 2022.

Mobile is projected to grow +13%, with video the fastest-growing segment at +21.5%.

Television Advertising

TV continues to grow slowly at a +1.3% CAGR, in part due to declining TV viewing.

Online TV is also growing slowly at +5.9%, below the forecasts of the past several years.

  Magazine Advertising

Consumer magazines outlook is bleak with a -2.2% CAGR; digital’s +4.4% is not enough to offset print’s -6.6%.

Trade magazines are a bit rosier at +0.6%; digital’s +9.3% will be just making up for print’s -8.4%.

  Radio Advertising

Radio is expected to remain flat with a CAGR of +0.9%.

Online radio will be the fastest growing segment at +7.9%.

  Newspaper Advertising

Newspapers are the hardest hit, expected to see a decline in revenues between now and 2022.

Digital advertising’s +2.2% CAGR is not growing quickly enough to offset print’s -10.4%.

Cinema Advertising

Cinema is predicted to grow at a CAGR of +2.7%.

Cinema advertising revenues will continue to be dwarfed by box office revenues.

¹The compound annual growth rate (CAGR) is the proportional growth rate from year to year for a business, used to calculate growth over a time period.

Source:  PwC’s Entertainment & Media Outlook, reported by Marketingcharts.com