March 26, 2013
/PRNewswire/ -- SpotGenie Partners, LLC, a leading provider of digital media services to the advertising, entertainment and broadcast industries, has published a Whitepaper putting to rest an oft repeated myth that online advertising is edging out television ad spending. The facts show that television and television advertising are not only surviving but thriving in the new media age. Television continues to see the greatest share of all ad dollars in the US and still accounts for more than one of every three ad dollars spent worldwide.
Online and digital advertising is growing fast, but not at the expense of television. The advertising mix, previously dominated by traditional media like print and broadcast, has seen US Internet ad spending grow in share from 15.4% in 2009 to a projected 25.6% in 2015. Television will continue to grab the lion's share of advertising dollars, estimated to capture
in total US spending and 39% of total share through 2015, according to eMarketer, an authority on digital marketing, media and commerce.
Overall ad spending worldwide rose 3.3% from January to September in 2012, with TV advertising up 4.3% during that period, according to Nielsen, a global information and measurement company. In
alone, there was high double-digit growth in TV advertising, up 13.6% in the third quarter of 2012 from Olympic and political advertising.
Many predicted that online video viewing, made possible through services like Hulu, YouTube and Netflix, would take viewers from traditional TV. But it seems we have an insatiable appetite for media, with more people interacting online about their favorite TV shows.
While Americans still spend most of their leisure time in front of a television set, 40% are now on the Internet at the same time, holding a second screen like a Smartphone or tablet.
And TV advertising is about to experience another boom in growth.
HDTV provides a quality no computer screen can come close to matching, yet its adoption has been slow. That has just recently begun to change, and the absorption of HD in the field of advertising is growing at a rapid pace.