Magna Global, the Interpublic Group media-research unit, believes TV’s power to woo new dollars from Madison Avenue has peaked. Magna believes national TV hit a high in 2016 when it captured $43.3 billion dollars from advertisers; it now expects national TV to lure $41 billion in 2018. Meanwhile, it’s calling for digital media this year to capture half of all ad dollars spent – he equivalent of $97 billion spent across search and display; digital video; and social.