Internet, outdoor and television advertising saw the greatest increases in spend throughout the first three quarters of 2013, while TV rose just 4%, according to new global figures.
The study, from Nielsen’s quarterly Global AdView Pulse report,, indicates that display Internet ads, although measured in a smaller subset of countries, grew by more than 32 percent in the first three quarters of 2013 compared to the same time period for the year before.
Internet ads are playing a crucial role in growing multi-screen advertising campaigns, which are expected to grow to 50 percent of ad budgets in the next three years. If the medium’s rapid growth is any indication, marketers projections are on the money.
Outdoor advertising was the next fastest grower, up 5.1% year-on-year.
YoY % change in spend during first three quarters of 2013 by media type
Despite the rapid growth of display Internet’s ad budgets, TV continues to reign supreme with a 57.6 percent share of all ad spending and advertisers investing 4.3 percent more into the medium year-on-year. Even in Europe, where total ad spending has been trending negatively for several consecutive quarters, TV advertising spending remained flat (0.0%) during the first three quarters of the year.
European advertisers, however, cut 6.5 percent of their ad spending on radio during the first three quarters of 2013. On the other hand, Latin American advertisers invested 12.4 percent more on this media type. Globally, radio advertising spending has decreased by 0.7 percent over the first three quarters of 2013 compared to the same period a year ago. Also trending negatively, ad spend has dropped in newspapers, magazines and cinema (2.2%, 1.1% and 1.3% respectively), as advertisers increasingly move their ad budgets to both television and display Internet.
“While it comes as no surprise that Internet is the most rapidly growing media type for advertisers, television is still the leading medium by spend by a long shot,” says Randall Beard, Global Head of Advertiser Solutions, Nielsen. “But the really exciting development is how the two can work together. We are consistently seeing advertisers turn to integrated campaigns to connect with consumers on multiple screens, reinforcing their messages strategically to maximize impact.”
Nielsen Global AdView Pulse measures ad spending for TV, newspapers, magazines, radio, outdoor, cinema and Internet display advertising. Some markets may exclude select media due to data availability.