TV Still Dominates Global Marketers' Ad Spend

High-budget advertising campaigns continue to focus on TV, despite the rise of digital media, according to a recent report.

Surveying more than 600 case studies, London-based WARC, the global-oriented advertising research company (World Advertising Research Center), says successful high-budget campaigns -- those that spend $10 million or more -- place 66% of their media spend into TV.

Lower-budget ad campaigns -- up to $500,000 -- allocate 8% of their money on TV. Mid-budget campaigns -- $500,000 to $10 million -- spend between 25% and 60%.

Research also finds that campaigns allocate less money as a percentage to digital media in those ad campaigns with higher overall spending.

WARC says TV draws 35% of global advertising spend from 12 key markets totaling $141.8 billion.

Those markets are Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, the United Kingdom and the United States, which account for about two-thirds of overall global advertising.  

Although TV is down from its high share of all media -- at 40.5% in 2010 -- WARC says it is just 0.9 point down over the decade.

WARC say media agencies expect TV costs to rise in 2018 by an average 5% on a global basis next year on the cost-per-thousand viewers for a 30-second TV commercial.



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