Advertising market share by media Internet advertising continued to be the leading source of advertising revenue in 2017 Internet has continued to grow in share and significance compared to other U.S. ad- supported media*, leading TV advertising by $17.9 billion in full year 2017. Advertising revenue market share by media – 2017 ($ billions) Internet Advertising $88.0 21.4% TV Advertising $70.1 -2.6% B2B $26.2 0.8% Magazines $20.9 - 0.9% Radio $17.6 0.6% Newspaper $17.0 -7.1% OOH $9.6 4.3% Music $2.5 8.7% Video Games $1.5 15.4% Cinema $0.9 0.0% Growth rate from 2016 to 2017 * The total U.S. advertising market includes other segments not charted here. PwC | IAB internet advertising revenue report 19