The advertising marketplace continues to evolve, according to a new study that examined actual expenditures from some of the world's largest advertising holding companies. The new measures, from Standard Media Index, is claimed to be the most accurate view of actual media spending.
“Television spend continues to slow -- at a rate of -2% during the first quarter of 2013 -- driven by March’s year-over-year decline of 5%,”explains SMI analyst Kristina Luland.TV, despite the weak performance, remains the largest target of ad dollars, accounting for 60.3% of all ad expenditures. Within that sector, ad revenues fell 6.2% for broadcast networks, while ad revenues for cable networks rose 1%, making cable networks the largest contributor to total TV revenues at 25.6%.
In contrast, ad expenditures for digital media were up 15% over the last year and now accounts for 24.6% of the advertising marketplace. In fact, every segment of the digital ad market saw double-digit growth in ad revenues, led by mobile (up 92%) and exchange-based ad buys (up 46%).
Source - Digital Now 25 Cents Of Every Ad Dollar: Display, Search Still Dominate, OnlineMediaDaily