Trend No. 1 - Mobile Eats the World Mobile, at $75.0B, will capture 33.9% of total US media ad spending this year, surpassing TV for the first time. By 2022, mobile’s share will climb to 47.9%. TV will capture 31.6% of total US media ad spending in 2018. TV ad spending will drop 0.5% to $69.87 billion. By 2022, TV’s share will slip to 24.8%. Nearly 70% of digital advertising will go to mobile formats.