Television advertising spend up 4% globally
According to research carried out by Nielsen, television advertising saw an increase in spend throughout the first three quarters of 2013 compared to the same period the year before.
Spending on TV advertising increased by 4.3%, and with a 57.6% share the medium continues to see the largest ad spend with advertisers investing more into the medium year-on-year.
Even in Europe, where total ad spending has seen a decline for several quarters now, TV advertising spending remained the same during the first three quarters of the year.
Cinema advertising dropped with 1.3% globally. This comes as advertisers increasingly move their ad budgets to both television and display Internet.
Display Internet ads grew by more than 32% in the first three quarters of 2013 compared to the same time period for the year before. Internet ads, Nielsen says, are playing a crucial role in growing multi-screen advertising campaigns, which are expected to grow to 50% of ad budgets in the next three years.
Multi-screen campaigns run simultaneously across two or more screens including TV, computer, tablet, mobile phone and digital media.
Randall Beard, global head of advertiser solutions at Nielsen said: “While it comes as no surprise that Internet is the most rapidly growing media type for advertisers, television is still the leading medium by spend by a long shot. But the really exciting development is how the two can work together. We are consistently seeing advertisers turn to integrated campaigns to connect with consumers on multiple screens, reinforcing their messages strategically to maximize impact.”