Digital marketing continues to grow for TV marketers when it comes to tune-in promotion for TV shows.
A study from Mixpo and Promax BDA, by way of eMarketer, says digital advertising now
represents 24% of a TV marketer's tune-in advertising budget in 2014 -- up from 18% a year earlier.
Digital seemingly gained at the expense of the two biggest ad categories when it comes to
TV program promotion. Radio -- still the biggest ad platform for TV marketers -- declined to 30% from 32%, while cable TV advertising dropped to 25% from 29%.
Research also noted that in
addition to digital, print advertising for TV show advertising also grew 6% in 2014 from 2% the year before. Outdoor advertising slipped to 7% share from 8%.
Some 77% of U.S. broadcasting
and syndication executives say that one major benefit was that digital tune-in advertising can reach viewers via their mobile devices, according to the study.
Estimates are that
U.S. adults will spend 2 hours, 51 minutes with their smartphones and tablets, according to eMarketer.
More positive news for digital for TV promotion: There is an above-average completion
rate for video tune-in advertising on smartphone and tablets -- 87.7% and 82.4%, respectively -- according to fourth-quarter 2013 research by Rhythm NewMedia.