Research giant Enders Analysis have released their predictions for the 2023 media landscape. Here’s a closer look at year on year share of advertising by media channel.

The top channel for predicted market share goes to digital advertising. Online ad spend has continued to grow exponentially and is expected to increase from 52% to a 54% share, attributed to pandemic-induced consumer habits. The second largest share is TV which is forecast to make up 26% of display advertising in 2023, down 2% from 2022.

Continuing at a steady 8% market share, Press is predicted to flatline from 2022. Radio remains the most consistent media channel, having seen only a 1% decrease since 2011. Radio’s success at a 4% market share has been linked to increased positive sentiment and strong audiences. Older audiences are still relying on traditional media such as newspapers and radio, so there’s still very much a place in the market for these channels.

Cinema sees a slight growth for 2023 at 2%; this is a vulnerable landscape as Enders predicts inflation affecting cinema-going and increased film viewing by SVOD, reducing audiences. Out Of Home has maintained its c. 6% share of advertising since 2020, however it’s expected to grow by about 5%. Both these mediums are continuing to recover from the pandemic.

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