TV still tops ad spend, but internet catching up

Industry News By Rhys Little, 27th January 2014

New figures indicate that although the television is still the most dominant force in advertising, the internet is proving to be a worthy competitor to the crown.

Statistics revealed in Nielsen’s quarterly Global Advice report show global spend on internet advertising surging 32 per cent over the first three quarters of 2013 compared to the same period in 2012, making it the most rapidly growing advertising platform.

While TV didn’t manage to increase its investors by anywhere near the same amount, its 57.6 per cent share of the global advertising market highlighted that it still has a part to play in an industry which looks set to be shaped by digital technology.

According to, internet performed impressively over the course of 2013, with researchers from Nielsen pointing to a rise in multi-screen ad campaigns when attempting to explain its rapid growth.

Entailing the spread of branded messages across multiple screens, the group sees this type of approach accounting for half of advertising budgets by 2017.

Nielsen claimed the future was bright for both the internet and television, but less could be said over the prospects of some of the more traditional methods of advertising.

Newspapers saw a 2.2 per cent dip in its ad revenues when comparing 2013 with 2012, while a 1.1 per cent drop in ad spend for magazines indicated that print media could be in for a tough time in 2014. says cinema and radio also saw a decline in ad revenue, the pair enduring slumps of 1.3 per cent and 0.7 per cent respectively.