Display Internet advertising globally rose 9.9% last year, fueled by a 21.2% gain in Latin America. Display Internet spending, however, made up just 1.9% of total ad spending in 2012. At the other extreme, TV claimed almost two-thirds of ad dollars.
The results are per Nielsen’s latest Global AdView Pulse report.
“With 63 percent of ad dollars being spent to advertise on TV, it’s clear that the medium is widely regarded as the most efficient and effective way to reach consumers, continuing to grow especially in emerging markets,” said Randall Beard, global head, advertiser solutions for Nielsen, in a blog post today.
Print media advertising, by contrast, continued to lose ground, with newspaper ad allocations dipping 0.2% and magazines slipping 1.6%., according to the Pulse report
The firm estimated global ad spending overall grew 3.2% last year, with the $350 million in TV advertising, up 4.3%. The Nielsen report tracks ad spending for TV, newspapers, magazines, radio, outdoor, cinema and Internet display advertising. Figures are based mainly on published rate-cards. Some markets may exclude select media due to data availability.