According to Nielsen's quarterly Global AdView Pulse report, spending on advertising is on the rise around the globe and across media types. TV, newspapers, radio, outdoor, Internet, and cinema all saw an increase in ad spend in the beginning of 2012 compared to last year. Though TV continues to attract the majority of advertising dollars, Internet advertising saw the biggest increases, with advertisers spending 12.1% more in Q1 2012 than one year prior. During that time, ad spend overall increased 3.1% globally.

Tech savvy consumers represent a rapidly growing segment of the population who have converted some portion of their viewing time to a digital screen. This complex marketplace has posed new challenges for advertisers and agencies, whose overarching goals remain unchanged: maximize persuasive effectiveness and reach, and optimize frequency to garner the greatest ROI from their TV ad dollars.

According to a SymphonyIRI report released in June 2012, the Millennial Generation is relatively new to the adult world and is working to balance daily expenses against a modest household income, all with a backdrop of depressed economic conditions. Logically, this has created a rather conservative next generation of CPG shoppers.