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...