Nielsen: Sales promotion continues to outweigh advertising

Nielsen, the research firm, has found that an increase in media consumption has not automatically led to similar growth of advertising spend within the wider marketing mix.

“I walk into people all the time walking down the street, and they're looking at their phones,” remarked Megan Clarken, chief commercial officer at Nielsen Global Media.

“At home, there is a TV – or two TV screens – and people are looking at their iPads. There’s just this incredible ability for us to do more than one, more than two, more than three things at the same time.”

For Nielsen, and the much larger community of market researchers, so many engagement occasions translate into what, otherwise, would seem to be an incomprehensible amount of time spent on one platform...

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