GroupM: linear TV to be overtaken by online
3rd May 2018
Online media use will surpass linear TV viewing for the first time this year, according to advertising firm GroupM.
The WPP media agency, which owns investment business Motion Content Group, has released global research predicting the average time spent watching linear TV each day will fall to 218 minutes in 2018, down from 221 minutes the previous year.
Meanwhile, time spent with online media will rise from 212 minutes to 221 this year, it forecasts.
According to Group M’s State of Digital report, linear TV has experienced steady decline since 2015, when it stood at 227 minutes.
At this time, online accounted for an average of 162 minutes per day but has risen each year since.
In 2018, online share is expected to be 38%, ahead of linear TV’s 37%. Radio is next in line with 18% and print trails with 7%.
Overall, people will spend an average of 9.73 hours with media, up from 9.68 hours in 2017.