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Here’s a real shocker that I know you’ll find hard to believe: television is the most popular medium in the United States.
That’s why brand advertisers continue to pour more marketing dollars into TV ad campaigns than print, radio or the internet. According to eMarketer, TV ad spending grew a robust 9.7 percent in 2010 as the economy started to rebound from the recession.
In absolute terms, TV ad spending remains king, with $60.5 billion projected for 2011. That’s far more than the $28.5 billion expected for internet ad spending, followed by $21.4 billion for newspapers, $15.7 billion for radio, and $13.9 billion for magazines.
“TV advertising is on course to return to prerecession levels,” said eMarketer CEO and co-founder Geoff Ramsey. “While the growth of online advertising has been robust, it hasn’t stopped brand advertisers from keeping the bulk of their budgets flowing through TV sets.”
It’s really not surprising that marketers are sticking with the Boob Tube. In this era of media fragmentation, television remains the closest thing we have to a national “hearth.” Even if the days of 30 million people tuning in to Walter Cronkite nightly are long gone, the most popular television programs like American Idol or The Super Bowl remain gathering places for citizens to come together in a form of “mass ceremony,” not unlike the now-quaint ritual of simultaneous newspaper consumption that Benedict Anderson so memorably described in Imagined Communities.
The simple fact is that ad dollars are flowing away from print newspapers and magazines. As the economy recovers, those dollars need a place to go. Advertisers know they can still reach millions of people, particularly young people in their target demographic, who flock to such programming as Jersey Shore, Glee and Gossip Girl.
However, things are not all hunky-dory in TV Land. One trend in particular should be disquieting to TV advertisers: the rise of so-called “time-shifted” TV playback, which refers to DVR and TiVo playback, as well as playback from a DVD recorder.
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