TV Adspend Dominates Over Online, Despite Increasing Internet Use

NEW YORK, June 12: A new report from JupiterResearch shows
that while online users spend as much time on the Internet as they spend
watching TV, advertisers continue to spend a disproportionate amount on print
media and television advertising.

The report, entitled Media Consumption Patters: Online
Vies with TV As Primary Medium, found that
the Internet continues to rival TV for consumers' time, with the rates of both
TV viewing and online use increasing during the past five years. Online users
spend as much time online as they spend watching TV, while users under the age
of 35 spend more time online than on TV. However, television advertising continues
to dominate, with advertisers spending four times as much on TV advertising as
on online advertising.

"Neither relatively better targeting nor the increasing
availability of branding-friendly rich media and video inventory have led to
any demonstrable online cannibalization of TV spending, " said David Card,
the VP and senior analyst at JupiterResearch. "But that's partly because
over half of users' time online is spent in communications, like e-mail and
instant messaging."

The report notes that advertisers must use online social
networks appropriately, and rely on sponsorships, widgets, or branded
microsites within the networks.