TV and radio
The global TV advertising spending in 2019 amounted to more than 176 billion U.S. dollars and it is expected to decrease, albeit slowly, to nearly 158 billion dollars by 2022. Europe together with Latin America are the only regions expected to see growth in TV investments in the measured period. Global radio advertising is projected to slightly grow between 2020 and 2022, offset by the impact of the pandemic on the industry, and ultimately reach 30.3 bllion U.S. dollars.

Print media

With regard to print media, there has been a decrease in the advertising expenditure on both newspapers and magazines, and industry forecasts are not kind to the future of print media. In 2019, global spending on magazine ads amounted to 24 billion U.S. dollars, but it is believed to drop to 17 billion in the next two years. At the same time, newspapers will not

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So far TV was the most popular medium chosen by advertisers in the United States, given its widespread reach and long standing reputation for accountability. In 2019, TV advertising spending in the U.S. reached 70 billion U.S. dollars.
Television ad spending, however, is projected to lose its top position in the industry soon. Digital advertising spending has seen an unprecedented growth in the last few years, and is expected to become the biggest ad medium in the U.S. Digital advertising spending was forecast to surpass 200 billion U.S. dollars by 2023, with the pandemic only slightly slowing it down. What is more, mobile advertising spending is set tor drive digital growth; in 2019 ad expenditures on mobile were in the lead compared to video and social. This gap was projected to increase even further from then on.

Parallel to television and digital advertising, more traditional media, such as radio and

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