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STAT TV: A good second quarter for television

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TV kept its position as the front-running media format for advertising in the second quarter of 2013, according to Nielsen’s quarterly Global AdView Pulse report. Global TV ad expenditures grew 4.2 percent on a year-over-year basis for the first half of 2013, accounting for 57.6 percent of total ad spend. Marketing budgets from all regions except the European region contributed to the growth in TV ad spending.

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 first half (-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.

 “For every dollar spent on advertising this half, 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. 

To read the complete study, visit Nielsen’s website


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