Nielsen: Advertisers Gravitated to TV in 2012

NEW YORK: Television accounted for 62.8 percent of the total global ad dollars taken in for 2012, according to Nielsen’s quarterly Global AdView Pulse report.

The $350 billion in global TV spending for the year was up 4.3 percent from 2011. A strong second-half performance in North America contributed a 3.2-percent rise in global ad spending for the year.

Television was again dominant, accounting for 62.8 percent, while spending on newspapers and magazines took a hit. Display Internet advertising grew 9.9 percent for the year. This segment was particularly strong in Latin America, where Internet ad spend jumped 21.2 percent for the year. In Europe, despite the region’s tough economic conditions, Internet advertising still managed to grow 7.4 percent.

“With 63 percent of ad dollars 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,” said Randall Beard, the global head of advertiser solutions for Nielsen. “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.”