The internet remains the fastest growing medium in advertising investment, but it also remains one of the smallest, in terms of share of spending, while TV – which hardly grows – remains the one that receives the most investments.
These are the conclusions of an annual survey released this morning by Nielsen, according to which spending on web advertising – including mobile internet, traditional network and applications – grew 32.4% worldwide during 2013.
Only that the network is still responsible for only 4.5% of the total invested. Television, which grew only 4.3%, took 58% of the advertising pie.
Randall Beard, Nielsen’s global head of advertising solutions, said in the survey that this picture is not surprising, since TV has remained in the lead for a long time, it is interesting how it has blended with other media.
“We are constantly seeing advertisers integrate campaigns to connect with consumers across multiple screens, strategically reinforcing their messages to maximize impact,” he wrote.
S TV, internet and billboards (up 5.1%) grew last year. All the others had less investments: radio fell 0.7%, newspapers, 2.2%, magazines, 1.1%, and cinema, 1.3%.
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