Mass Media

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Mass Media

Marketers have estimated that while digital campaigns are gaining a lot of momentum, TV and radio broadcasts are still much more popular than them. Moreover, TV ad spending is dominating the US advertisement market in terms of revenue. This dominance is also supported by the fact that some of the biggest companies spend a lot of money on TV ads, banner ads, and magazine display.

Influence of mass media as a marketing tool

  • According to CMO's TV buyers survey, "marketers still rank TV higher than most digital formats—including audio, display, native, out-of-home, search, and social—in the “ability to build an emotional connection with a brand.”
  • In addition, WARC found that TV marketing ranked better on 100 global campaigns compared to digital ads.

TV and Radio vs other platforms

  • The Nielsen total audience report 2018 stated that TV and radio are the most important platforms among users of 18 years or older. In fact, 88% watch live TV and 92% listen to the radio compared to 70% who use a smartphone device, 60% who surf the internet on a computer, 47% who use a tablet, 32% who use an Internet-connected device, and 15% who use Blu-ray and game console.
  • TV is also the most watched media type in 2018, with 40% of US adults spending time watching TV while radio was rated as the third most important platform, with an average of 17% of daily time spent listening to it.
  • 68% of US households have a connected TV, recording a rise of 5% since the previous year.

Traditional mass media ad spending

  • According to Vox, TV ad spending represented 35% of the US market in 2017 and it is expected to grow at 2.5% to $183 billion.
  • Some of the biggest companies worldwide still heavily invest in TV advertising.
  • Alphabet spent around $2.4 billions on Google’s extensive collection of TV ad spots.
  • Ford spent $2.45 billion on TV spots, banner ads, magazine displays, and other types of media in 2018.
  • Verizon Communications has reported $2.64 billion of TV ad spending in 2018.

Expert's opinion on traditional mass media in 2019

  • Jamie West, Group Director of Advanced Advertising at Sky has stated that "the continued data-enablement of TV across platforms makes this evolving viewing model a massive opportunity for advertisers. It will deliver brands greater control, greater flexibility and, ultimately, greater advertising impact. Data-driven addressability enables TV as both a brand-building and performance-marketing tool."
  • Tripp Boyle, SVP, Sales Strategy & Business Development at Connekt, has also expressed that "not only will linear TV get smarter in 2019, but the scale and connectivity of devices will also continue to rise as consumers increasingly interact with ads across various mediums like TV, voice, and mobile."


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