TV still rules the global media roost says Nielsen with 63 per cent share of budgets in 2012

Well there’s a thing. We’ve all known for years that TV is on its way out as an ad medium – but, somehow or other it isn’t.

New figures from Nielsen show that TV took 63 per cent of global adspend last year, 4.3 per cent up from the year before. Internet was the fastest-growing medium up ten per cent with outdoor growing by eight per cent.

Here’s what Nielsen says:

Advertisers gravitated to the small screen in 2012 and pulled away from newspapers and magazines, according to Nielsen’s quarterly Global AdView Pulse report. The $350 billion in global TV ad spending represented a 4.3 per cent year-over-year increase, and a strong second half in North America contributed to a 3.2 per cent rise in global ad spending for the year. Overall, TV ad spending accounted for 62.8 percent of global ad revenue in 2012.


Ad spending in print media other than magazines and newspapers did rise in 2012, but the percentage increases trailed those in the TV realm. While spending in newspapers and magazines dipped for the year (-1.6 and -0.2 per cent, respectively), these media remain key ways for advertisers to communicate with consumers, as they maintained the second and third place spots based on share of overall ad spend. Newspapers accounted for nearly 20 per cent and magazines accounted for eight per cent.

Internet Display

Display internet advertising, although measured in a smaller subset of countries, grew 9.9 per cent in 2012. Latin America played a noteworthy role in the increase, as internet ad spend in this region jumped 21.2 percent for the year. The 7.4 per cent annual increase in Internet advertising in Europe was also noteworthy, given the region’s current economic situation.


Cinema ad spend continued to climb each quarter throughout 2012, which helped the sector see a spike of nearly 6 per cent for the full year. While cinema spending remains relatively small, accounting for just 0.3 per cent share of ad spend, regions like Europe (7.4 per cent increase YOY) and Asian Pacific (10.3 per cent increase YOY) continue to contribute to the medium’s growing importance among advertisers.

“With 63 per cent 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,” says Randall Beard, global head, advertiser solutions for Nielsen.

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