U.S. Media Advertising Outlook Through 2024

PwC’s Entertainment & Media Outlook Report contains projections for U.S. advertising growth through 2024.  Following are highlights for major media:

	Digital Out-of-Home Advertising Digital Out-of-Home (ex. billboard, DMV, elevator, gas station) remains strong with a +7.7% compound annual growth rate (CAGR)¹ through 2024. Out-of-home has the strongest forecast of traditional media with a +2.8% CAGR, buoyed almost entirely by digital out-of-home’s growth.
	Online Advertising Online is expected to have a +4.1% CAGR, below forecasts of past years. Mobile online will grow faster at a +6.2% CAGR, with wired forecast to decline at -1.5%.
	Radio Advertising Radio is expected to remain flat with a CAGR of +0.6%. Online radio will be the fastest-growing segment with a +7.1% CAGR.
	Television Advertising TV continues to grow slowly at a +0.4% CAGR, despite a rise in TV viewing. Online TV is also growing slowly at a +3.9% CAGR, below forecasts of past years.
	Cinema Advertising Cinema advertising revenue will decline with a CAGR of -2.2%. Cinema box office takings will not fare any better.
	Magazine Advertising Consumer magazines remain pessimistic with a -4.2% CAGR; digital’s +2.9% is not enough to offset print’s -11.1%. Trade magazines -0.7% CAGR expects digital’s +4.4% to make up for print’s -7.0%.
	Newspaper Advertising Newspapers continue to decline with a -6.3% CAGR. Digital’s CAGR of +1.9% is not growing quickly enough to offset print’s -12.4%.

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