Time Spent on the Web Grows, but Ad Dollars and Viewers Stick With TV
Ad Age, 3/29/11
The internet is consuming ever more of our waking moments, not to mention ever more ad spending, but that doesn’t mean that traditional media is the loser. At least not when “traditional media” means TV.
According to the latest research from eMarketer, advertisers are spending more than ever on the broadcast networks and cable, around $60.5 billion on commercial time this year, making TV the richest media segment, with 39.1% of all ad spending, up from 38.6% in 2010. The research firm attributes the share growth to the “recovering economy,” but also found the industry is expanding at the expense of other media, specifically newspapers and magazines, and to some degree the internet.
The durability and growth of TV has to come as a surprise to many who predicted that TV dollars would shift to the web along with the growing amount of time consumers spend entertaining themselves on Facebook, Hulu and YouTube.