TV kept its position as the front-running media format for advertising in the second quarter of 2013, according to Nielsen’s quarterly Global AdView Pulse report. Global TV ad expenditures grew 4.2 per cent in the US on a year-over-year basis for the first half of 2013, accounting for 57.6 per cent of total ad spend. Marketing budgets from all regions except the European region contributed to the growth in TV ad spending.
“For every dollar spent on advertising this quarter, 57 cents was spent reaching TV watchers; a worthy investment considering that global consumers reportedly trust TV over all other paid media channels,” said Randall Beard, global head, Advertiser Solutions for Nielsen.
“It’s clear that advertisers are wisely maximising their opportunities to reach consumers across platforms with TV ad dollars showing no signs of slowing and noteworthy increases in internet ad spend. Recognising the usage habits of consumers to best reach them through increased exposure is the savvy marketer’s game plan to make those messages hit home.”