Excluding television, traditional media budgets took some hits in the first half of 2013, as spending in newspapers, magazines and radio all declined in the second quarter (-2.0%, -1.9% and -0.9%, respectively). Even so, these three media categories hold the second third and fourth ranks based on share of media spend. Ad spend in cinemas declined the most this quarter, dropping 5.9 percent because expenditures declined in all regions except Latin America.
Display Internet advertising, though measured in a small subset of countries, continued to experience double-digit increases in the first half of the year, growing 26.6 percent over the comparable period in 2012. As was the case in the first quarter of the year, Asia Pacific and Latin America contributed heavily to this growth, with increases of 43 and 38.5 percent, respectively.
Outdoor ad spend—the only media type to grow in all regions measured—grew 5 percent.
“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, 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.”