May 8, 2012

U.S. television ad spend was up 4.5 percent in 2011, according to the third and final part of Nielsen’s Advertising & Audiences Report.  The report took an in-depth look at media consumption by platform and found that American advertisers and consumers have a huge appetite for television, as TV holds the lion’s share of ad dollars and consumers’ media time. Ad spend for TV reach $72 billion, more than all other ad platforms combined.

Other findings include:

  • Spending on cable TV has increased steadily over the last few years, up 42 percent from 2007.
  • The average TV commercial in 2011 was 28.4 seconds.
  • Spanish-language cable and network TV saw double digit growth in ad spend, up 24 percent and 16 percent, respectively, from 2010.
  • Automotive was the largest category for advertising spend across all media, with $10.2 billion spent by automotive brands in 2011, more than twice as much as the second-largest category—quick-service restaurants.
  • AT&T and Verizon were the top TV spenders during 2011 for brands AT&T Wireless Web Access ($1.1 billion) and Verizon Wireless Web Access ($702.2 million).

Download all three installments of Nielsen’s State of the Media: Advertising & Audiences Report:


Read article on Nielsen site: Report: TV Continues to Hold the Lion’s Share of Ad Dollars and Consumers’ Media Time | Nielsen Wire.