Television's Appeal Is Aging

In the presidential primary race, candidates are spending more than ever on television advertising for diminishing returns. Meanwhile, digital advertising will surpass $1 billion for the first time during this cycle. Why? Follow the technology arc. Media and entertainment are beginning to shift focus from the living room to the pocket.

By the 2020 election, Borrell forecasts, digital will have risen to within 30% of broadcast TV.
Listen to Borrell’s Kip Cassino: “Canny pols realize more folks are carrying their lives around in their pockets’’ — on mobile devices — ‘’and you have to put your message there.’’