Warc has published its first ever monthly Global Ad Trends Report focused solely on television, discovering in the process that the medium accounts for close to two-thirds of all media spend associated with big spending brand campaigns.
Of more than 600 case studies analysed, it was found that campaigns commanding a budget of $10m or more allocated 66% of their resources to television with the proportion of the budget allocated to TV increasing along with the budget – with a corresponding decrease sent the way of digital.
By contrast it was found that low budget promotions with resources of $500k or less could afford to allocate just 8% of their budget to TV while mid-ranking campaigns between the two could target anywhere between 25 and 60% of their budgets to the medium.
These numbers stand broadly in line with historic patterns despite the rise of digital with TV continuing to hold its own, particularly in the financial services and drinks sectors. Overall TV attracted 34.9% of global ad spend last year, the equivalent of $141.8bn, a mere 0.9% dip from a peak of 40.5% attained in 2010.
Warc data editor James McDonald said: "The advertising industry increasingly relies on factual and evidenced data to make business decisions on a daily basis. With the launch of our monthly Global Ad Trends Report, which is included as part of our newly enhanced data platform, we will provide the latest independent, objective and unbiased information drawn from actual figures rather than modelled or estimated data."
Looking ahead, Warc expects the cost-per-thousand for a 30-second TV spot will increase by 5% globally next year driven by developing markets in India and China.