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Television’s share of global ad spend rises to 63% in 2012


By John Glenday, Reporter

April 18, 2013 | 2 min read

A continued erosion of print advertising has provided a timely fillip to the television sector with the latest industry stats showing it accounted for 63% of total ad spend in 2012.

Nielsen’s quarterly Global AdView Plus report revealed a continued shift of advertisers away from newspapers and magazines towards the small screen, which saw a 4.3 percent year-on-year increase to hit $350bn.

Spending on newspapers and magazines both fell over the same period, by 1.6 and 0.2 percent respectively although they continued to hold on to second and third spots overall, with newspapers accounting for 20% of the total market and magazines a further 8%.

Internet display advertising meanwhile grew 10 percent over the same period, with cinema advertising also notching up growth, witnessing a spike of six percent for the full year, although its total influence remains modest with just a 0.3% market share.

Randall Beard, global head, advertiser solutions for Nielsen, said: “With 63 percent of ad revenue being spent to advertise on TV, it’s clear that the medium is widely regarded as the most efficient and effective way to reach consumers, continuing to grow especially in emerging markets. As we move into 2013, we’ll be monitoring which regions, sectors and media types continue to drive global advertising, and which emerge and propel the industry to new heights.”


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