TV advertising represented 57.6% of total global ad spend in Q3 2013 – up 4.3% in the first three quarters of last year, according to new Nielsen stats.
The research firm’s Global AdView Pulse report said that despite the “rapid growth” of display internet ad budgets, with display ads growing by more than 32% in the first nine months of 2013, TV “continues to reign supreme.”
“Even in Europe, where total ad spending has been trending negatively for several consecutive quarters, TV advertising spending remained flat during the first three quarters of the year,” according to the worldwide study.
At the same time, other traditional media ad spend fared less well, with ad spend for newspapers, magazines and cinema dropping 2.2%, 1.1% and 1.3% respectively. In Europe, advertisers also cut 6.5% of their ad spending on radio during the first three quarters of 2013.
“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 maximise impact,” said Randall Beard, global head of advertiser solutions, Nielsen.