Nielsen: TV Maintains Dominance as Ad Medium in Q2 2013

NEW YORK: Global TV ad expenditure grew 4.2 percent on a year-over-year basis, accounting for 57.6 percent of the total ad spend, according to Nielsen's quarterly Global AdView Pulse report.

TV held onto its position as the front-running media format for advertising for the second quarter of 2013. Excluding TV, traditional media budgets took a hit for the first half of the year. Spending on newspapers was down 2 percent, magazines 1.9 percent and radio 0.9 percent. Ad spend in cinemas declined the most, dropping 5.9 percent, with spending down in all regions except Latin America. Display Internet advertising grew 26.6 percent, led by the Asia Pacific and Latin America.

“For every dollar spent on advertising this quarter, 57 cents was spent reaching TV watchers; a worthy investment considering that global consumers reportedly trust TV over all other paid media channels,” said Randall Beard, global head of advertiser solutions for Nielsen. “It’s clear that advertisers are wisely maximizing their opportunities to reach consumers across platforms with TV ad dollars showing no signs of slowing and noteworthy increases in internet ad spend. Recognizing the usage habits of consumers to best reach them through increased exposure is the savvy marketer’s game plan to make those messages hit home.”