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 where it stands today. ZenithOptimedia believes share has now peaked and will gradually decline as mobile and internet media come to the fore1.