Overall in 2018, traditional ad spending’s share in the US dropped from 51.4% to 45.8%. Predictions for 2019 traditional media spending show yellow pages and print taking the biggest hits, while outdoor will slightly increase and broadcast slightly decrease.
Consumers’ steady shift to digital platforms has hit an inflection point with advertisers. Many are turning to digital, to seek the incremental gains in reach and revenues which are disappearing in traditional media advertising. Advertising budgets are struggling to keep up with this media fragmentation which is making it more difficult to achieve mass reach of a target. At Fusion Media, we are specialists in both traditional and digital media and take an agnostic/holistic approach to planning. Our clients’ campaigns have the optimal mix of traditional and digital media resulting in mass reach with no or minimal budget increases.