Advertising: TV Keeps Majority and Display Internet Grows

Television remains in the majority for advertising spending in the first quarter of 2013, according to a Nielsen report. Television advertising has 59 percent of total spending and 3.5 percent of global growth. Newspaper and magazine ad spending has declined in this period. In contrast, display Internet advertising spending has grown significantly at 26.3 percent. Growth in Internet ads was strongest in non-U.S. markets in Q1.

It is expected that TV will maintain its dominant position at least in the short term. However, TV advertising has suffered in Europe due to the economic crisis, with a 2.9 percent decline in the same quarter.

Global print advertising declines continue slowly, with decreases in both newspapers (4.7 percent) and magazines (2.8 percent), according to Nielsen’s Global AdView Pulse quarterly report. Newspaper ad spending shrunk in North America, Europe and Asia-Pacific, as spending in magazine ads dropped in Europe, Asia-Pacific, Latin America, Middle East and Africa.

Print media holds close to 30 percent of total advertising spending. Despite declines, it still maintains a significant presence globally.

Display Internet advertising grew 26.3 percent in the period, measured in a smaller scale of countries. Significant growth was seen in Asia-Pacific (33.2 percent) and Latin America (48.2 percent), as well as in troubled Europe (10.4 percent).

“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 of 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.”

More detailed information from the report can be found at Nielsen.

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