PwC’s Entertainment & Media Outlook Report contains projections for U.S. advertising growth through 2023. Following are highlights for major media:
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Online Advertising
Online is expected to have a +8.4% compound annual growth rate (CAGR)¹ through 2023. Mobile online is projected to grow at a +13.1% CAGR, with wired forecast to decline at -16.6%. |
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Digital Out-of-Home Advertising
Digital out-of-home (ex. billboard, DMV, elevator, gas station) remains strong with a +7.1%. Out-of-home has the strongest forecast of traditional media with a +3.1% CAGR, buoyed almost entirely by digital out-of-home’s. |
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Cinema Advertising
Cinema is predicted to grow at a CAGR of +3.6%. Cinema advertising revenues are much smaller than box office takings, although its CAGR is higher. |
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Radio Advertising
Radio is expecting a slight increase with a CAGR of +0.7%. Online radio will be the fastest-growing segment at +7.1%.
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Television Advertising
TV continues to grow slowly at a +0.3% CAGR, in part due to declining TV viewing. Online TV is also growing slowly at a +4.6% CAGR, below the forecasts of the past several years. |
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Magazine Advertising
Consumer magazines remain pessimistic with a -2.8% CAGR; digital’s +3.9% is not enough to offset print’s -8.3%. Trade magazines -1.1% CAGR expects digital’s +4.8% to make up for print’s -7.6%. |
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Newspaper Advertising
Newspapers are expected to see a decline with a -4.7% CAGR. Digital’s CAGR of +2.5% is not growing quickly enough to offset print’s -9.3%. |
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