The ferocious growth of the digital medium notwithstanding,
television continues to hold the lions share of ad dollars
and consumers media time in the US, according to Nielsen.
ad spend was up 4.5 per cent in 2011 even as total ad spends
increased by a mere two per cent, according to the third and
final part of Nielsens Advertising & Audiences Report.
total ad spend for TV reached $72 billion, more than all other
ad platforms combined. The print media commanded the second
biggest share of ad spends with magazines and newspapers collectively
cornering $28 billion. Internet and radio garnered $6 and
$7 billion respectively.
report took an in-depth look at media consumption by platform
and found that American advertisers and consumers have a huge
appetite for television, as TV holds the lions share
of ad dollars and consumers media time.
on cable TV has increased steadily over the last few years,
up 42 per cent from 2007, the report added.
cable and network TV saw double-digit growth in ad spend,
up 24 per cent and 16 per cent respectively, from 2010.
was the largest category for advertising spend across all
media, with $10.2 billion spent by automotive brands while
AT&T and Verizon were the top TV spenders during 2011
for brands AT&T Wireless Web Access ($1.1 billion) and
Verizon Wireless Web Access ($702.2 million).