Television remained the dominant media type in terms of advertising investment in the first quarter of 2013, holding a 59 per cent share of spend, research from Nielsen's quarterly Global AdView Pulse report has found.
The TV sector saw a 3.5 per cent growth globally, but it was internet advertising that saw the biggest increase, up by 26.3 per cent. Outdoor saw the second biggest rise, at 4.3 per cent.
All other areas: radio, newspapers, magazines and cinema was a decrease in spend, with cinema seeing the highest drop with -5.8 per cent.
Randall Beard, global head of advertiser solutions for Nielsen, said: “We see trends continuing in media, with less-steep ad spend increases in TV and very slight declines in print, making way for growth in the digital space. Although these changes in traditional media are slight, it’s worth noting how the placement of ad dollars is shifting over time.
“We’ll continue to monitor these shifts in media spending and the impact for marketers in the short and long term.”