Even as consumer time spent with media continues to expand — inching up 0.3% last year — the percentage of time consumers spend with ad-supported media continues to decline, according to the 2018 edition of an annual report tracking and forecasting consumer media usage.
The study, which was previewed by Research Intelligencer, comes as a major industry futurist — Publicis’ Rishad Tobaccowala — predicts that ad-supported media exposure is about to experience a cliff effect, declining as much as 30% over the next five years as consumers shift their attention to non-ad-supported media.
