Advanced Television

Nielsen: TV advertising remains dominant

July 25, 2013

meerkatAccording to Nielsen’s quarterly Global AdView Pulse report, Television remained the dominant media type in terms of advertising investment in the first quarter of 2013 with a 59 per cent share of media spend share and 3.5 per cent growth globally.

It appears that TV will maintain this position at least for the short term, however, TV advertising was not immune to the economic problems in Europe in Q1, leading to a 2.9 per cent decrease in this region.

Display Internet advertising, though measured in a smaller subset of countries, grew a significant 26.3 per cent for the first quarter. Display Internet ad growth was particularly impressive in the Asia-Pacific (33.2 per cent) and Latin America (48.2 per cent). Internet even bucked the trend in Europe, boasting growth of 10.4 per cent.

Following Display Internet, Outdoor experienced the largest percent increase in ad spending – up 4.3 per cent to a 3.3 per cent media spend share.

Decreases in print advertising continued slowly, as both spending in magazines and newspapers both declined in the first quarter (-2.8 per cent and -4.7 per cent, respectively). The two media types combined, however, still hold nearly a 30 per cent media share, validating that print is still a power player in the media mix for marketers.

Cinema experienced a 5.8 per cent decrease, holding a 0.3 per cent media spend share.

“We see trends continuing in media, with less-steep ad spend increases in TV and very slight declines in print, making way for growth in the digital space. Although these changes in traditional media are slight, it’s worth noting how the placement of ad dollars is shifting over time,” said Randall Beard, global head, Advertiser Solutions for Nielsen. “We’ll continue to monitor these shifts in media spending and the impact for marketers in the short and long term.”

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