Understanding television audiences

This best practice article argues that television is the dominant mass medium in the minds of major marketers and consumers.

Understanding Television Audiences

Andrew Green Ipsos MediaCT

Go to: Executive summary

Go to: Essentials

Go to: Any time, any place, anywhere

Go to: Measuring television audiences

Go to: TV audience measurement (TAM)

Go to: Future developments

Go to: Tips – Preparing for the multi-platform future

Executive summary

According to ZenithOptimedia's December 2013 advertising expenditure forecasts, television is the dominant mass medium for major marketers. More than $200 billion was spent in 2013, representing a 40% share of media adspend globally.

Growth in share has been steady over the years: from 31% in 1980 and 36% in 2000 to...

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