Video Consumption, Ad Dollars Continue to Favor TV Over Digital

April 23, 2015

This article is included in these additional categories:

Media & Entertainment | Spending & Spenders | Television | TV Advertising | TV Audiences & Consumption | Video

eMarketer-TV-vs-Digital-Video-Time-Ad-Spend-Apr2015
Source: eMarketer

    Notes: While TV’s share of adults’ daily media time has shrunk slightly in the past couple of years, the medium continues to pull in a disproportionately high share of ad spending, according to new eMarketer estimates. This year, TV is expected to account for 36.4% of adults’ daily major media time, while raking in slightly more than 40% of media ad dollars. And while consumption of – and ad spending on – digital video has been rising quickly, digital is expected to pull in just 4.4% of ad spend versus its 10.9% share of adults’ media consumption this year. The disparity may be related to the greater perceived influence of TV advertising; eMarketer attributes TV’s continued strength as part inertia and part concern from advertisers over digital video ad viewability and completion rates.

      Related: [Debrief] TV in Context: Viewing Trends, Ad Spending, and Purchase Influence

        About the Data: Digital video ad spend share includes in-banner, in-stream and in-text. Time spent with each medium includes all time spent with that medium, regardless of multitasking.

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