• by Wayne Friedman , Staff Writer, April 12, 2011

Television ad spending continues to grow, but new wave analytics are troubling for marketers.   "It is getting increasing difficult to keep track of all these entities," says Anne MacDonald, executive vp and chief marketing officer, Travelers, in a keynote address at the Re:Vision conference. "This revolution is probably more of a evolution. Real change in television happens more slowly."

MacDonald says she gets hit with new TV research services all the time, promising much. But there is too much to sift through.

Here's the good news: eMarketer estimates a $60.9 billion in TV advertising sales in 2011; Group M goes higher, $68 billion in 2011. All this up from $59 billion. TV still represents around a 43% market share. Digital advertising is at $34.9 billion, for a 21.6% share.