Are advertisers spending effectively according to media’s ability?

The chart shows how much time individuals spend with each medium (as a percentage of their total media consumption hours) and advertising spent per medium (as a percentage of total advertising spending).

It reveals that ad spending on newspapers and magazines is higher than on TV. We assume that more money is invested in newspaper/magazine advertising, even though individuals spend more hours with TV, because readers are more targeted audiences.

Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share, 2009-2012 (% of total)
Average Time Spent per Day with Major Media by US Adults, 2009-2012 (minutes)

 

2009 2010 2011 2012
minutes Time spentshare Ad spendingshare minutes Time spentshare Ad spendingshare minutes Time spentshare Ad spendingshare minutes Time spentshare Ad spendingshare
TV and video 267 42.20% 36.50% 264 40.90% 38.40% 274 40.40% 38.30% 278 39.80% 38.90%
Online 146 23.10% 15.20% 155 24.00% 16.60% 167 24.60% 19.30% 173 24.80% 20.90%
Radio 98 15.50% 9.70% 96 14.90% 9.90% 94 13.90% 9.60% 92 13.20% 9.30%
Mobile (nonvoice) 22 3.50% 0.30% 34 5.30% 0.50% 54 8.00% 0.90% 82 11.70% 1.60%
Print* 55 8.7%** 27.30% 50 7.7%** 24.70% 44 6.5%** 22.60% 38 5.4%** 20.70%
—Newspapers 33 5.20% 16.80% 30 4.60% 14.80% 26 3.80% 13.10% 22 3.10% 11.50%
—Magazines 22 3.50% 10.50% 20 3.10% 9.90% 18 2.70% 9.60% 16 2.30% 9.20%
Other 44 47 45 36
Total 632 646 678 699

Source: eMarketer, Sep & Oct 2012

 

2009 2010 2011 2012 Targeted(least=1, Most=7)
Print $0.52 $0.53 $0.56 $0.62 3
—Magazines $0.50 $0.53 $0.58 $0.65 4
—Newspapers $0.53 $0.53 $0.55 $0.60 5
TV $0.14 $0.16 $0.15 $0.16 1
Online $0.11 $0.12 $0.13 $0.14 6
Radio $0.10 $0.11 $0.11 $0.12 2
Mobile (nonvoice) $0.01 $0.01 $0.01 $0.01 7
Total $0.17 $0.17 $0.16 $0.16

Source: eMarketer, Sep & Oct 2012

If the level of targeting possible is what determines in which medium advertising dollars are invested, Internet and cell phone advertising will likely increase in the near future.

 

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