17 September 2015. Online ads could overtake TV ads within the next 3 years, according to research by ZenithOptimedia. Online ads are expected to account for 34% of global ad spending in 2017 just behind TV ads at 36%, with online ads set to finally take the top spot in 2018. The study also predicts that magazine and newspaper ad spending will decrease as online ads take over. Whilst magazines and newspapers accounted for 40% of ad spending in 2007, they are expected to account for just 17% by 2017. When looking more closely at online spending, desktop ad spending is expected to decrease as mobile ad spending increases. The US is expected to retain its spot at the top of the ad spending league table over the next 3 years, with China remaining in second place. The UK and Germany are expected to take third and fourth place respectively.