TV remains dominant media in ad investment

Television remained the dominant media in terms of advertising investment in the first quarter of 2013, according to Nielsen’s quarterly Global AdView Pulse report, with a 59% share of media spend share and 3.5% growth globally.

Nielsen expects that TV will maintain this position at least for the short term, however, there was a -2.9% decline in TV advertising over the same period.

Display Internet advertising, though measured in a smaller subset of countries, grew a significant 26.3% for the first quarter. Display internet ad growth was particularly impressive in the Asia-Pacific (33.2%) and Latin America (48.2%). Internet grew 10.4%.

Following Display Internet, Outdoor experienced the largest percentage increase in ad spending – up 4.3% to a 3.3% media spend share.

Decreases in print advertising continued slowly, as both spending in magazines and newspapers declined in the first quarter (-2.8% and -4.7%, respectively).

Newspaper ad spend decreased in North America, Europe and Asia-Pacific, while magazine spend decreased in Europe, Asia-Pacific, Latin America and Middle East & Africa.

“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,” said Randall Beard, global head, Advertiser Solutions for Nielsen.

“Although these changes in traditional media are slight, it’s worth noting how the placement of ad dollars is shifting over time. We’ll continue to monitor these shifts in media spending and the impact for marketers in the short and long term.”