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