Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

The investment gap: Adspend on linear TV and social media ‘twice as high as daily consumption’

Are advertisers overspending on linear TV and social media? New global research suggests a rethink is needed.

This week, new global analysis from ad trade body WARC uncovered that social media spend would need to be reduced by $94.3billion in order to mirror global consumption levels next year, while the investment gap is $86.9billion for linear TV. 

As of the first quarter of 2021, social media now attracts more investment from advertisers than linear TV, for the first time. However, both media draw far more of advertising budgets than the average consumer spends with these channels each day.