Advertisers stick with TV as web spend grows

Television remains the dominant medium for advertising investment, but web spend is growing at a much quicker rate, new Nielsen research shows.

A Global AdView Pulse report showed TV accounted for 59% of all media ad spend in the first quarter of this year, growing at a rate of 3.5% year-on-year.

However, besides a 2.9% decrease in spend in Europe, television is also under fire from display internet advertising, which grew a significant 26.3% in the same period, albeit with the measurement coming from a small subset of countries. In Asia Pacific, web advertising grew 33.2% and in Latin America the figure was 48.2%. Europe also saw this medium grow by 10.4%.

Overall, internet advertising has a long way to go to usurp TV, accounting for just 4.4% of the global spend.

“We see trends continuing in media, with less-steep ad spend increases in TV and very slight declines in print, making way for growth in the digital space. Although these changes in traditional media are slight, it’s worth noting how the placement of ad dollars is shifting over time,” said Randall Beard, global head, advertiser solutions for Nielsen.