US online ad spending to exceed TV advertising by 2019

Online ad spending in the United States may take over TV advertising by 2016 and reach US $103 billion dollars as compared to US $86 billion on TV by 2019, according to a report by market researcher Forrester.

In all, digital ads by 2019 will account for 36% of all ad spending, above 30% for TV, said the report.

At present, TV advertising remains the biggest advertising platform, but broadcast and cable companies face increasing pressure to adapt to changing consumer habits.

According to CNET, Forrester also found that adults in the US spend 52% of their total media time on the Internet during a week that increased from 45% since 2009.

In comparison, time spent on TV in the US is down to 32% this year from 34% five years ago.