Not a big surprise:
TV, the ‘Old Medium,’ Holds Its Own in an Ad Spending Recovery
By ERIC PFANNER
“Many big advertisers remain loyal to television,” said Vincent Letang, an analyst a Screen Digest. “At the end of the day, it’s about audience. Despite all the hype about digital growth, spending goes where the eyeballs are.”
Then factor in this: New Media technology is getting smaller, not bigger. Eyeballs are squinting:
That silly retronym “traditional advertising” will remain the premiere force for introducing people to a product or service, along with sustaining its shelf life. Television, print, radio, and billboard ads will continue to have the visceral power they’ve always had – if only for their sheer size, simplicity, and cutting-edge audio/visual qualities. Advertising on smartphones will be considered an annoyance, invasive, and rather dinky – while marketing (coupons on steroids, and more) will flourish and dominate.
Ad space? Matchbook covers are bigger.
And television outlets “still provide advertisers with the best hope of reaching a mass audience in a single swoop, at the lowest possible cost, analysts say.”
If anything, smartphones and iPads are death-knells for ‘new media’ advertising.