Television’s share of advertising will decline in 2013, as marketers shift to digital media, reports Deadline.com, citing a survey of 50 ad buyers from Cowen & Co.
The ad buyers are positive about next year, predicting that overall U.S. ad spending will grow 4.6% from 2012. But the additional dollars will largely go to digital media — especially toward media that appeals to tablet and smartphone users, the story adds.
Digital will grab 33.5% of 2013′s spending, up from 28.7% this year. Television’s share, meanwhile, will drop to 39.4% from 41.4%.
"TV consumption has remained static at 12-13 hrs/week” from 2004 to 2010, according to Cowen & Co. “Only Internet consumption has increased, from under 6 hrs/week in 2004 to 13 hrs/week in 2010," the study said.