Even though we have reportedly "stopped watching TV," the majority of ad dollars are still spent on television ads. Is it because no one can stand Internet ads?
According to the latest Nielsen numbers on the topic of Internet ad-spend versus TV ad-spend, the Internet is like a small bird picking mites off the back of an elephant. I will admit these numbers are nine months old, but I do believe they still pertain, even as mobile ad-spend has pushed Internet spend higher in the last couple of years.
Nielsen gives less than 6 percent to "on line" while "television" (which includes cable) gets close to 60 percent of total global ad spend (including all advertising everywhere). If you think broadcast is still relevant, it might interest you to know that the Internet has already surpassed it. And while TV has grown much slower than the Internet, the Internet is still very small.
While Nielsen does not publish dollar amounts, ZenithOptimedia says the global total ad-spend surpassed half a trillion dollars in 2013. So both the little bird and the big elephant are billion-dollar babies. Zenith also gives the Internet a whopping 21 percent of spend, still dwarfed by TV. This may be because Nielsen gives no credit to search-engine ads, only display ads. Which is only a little bit silly, because last I read, Google has more ad-spend than all of print media in the U.S.
The elephant and the little bird are both "in the room," if you will.
