TV Remains Dominant Global Medium
In 2011, TV will retain its global leadership of all media forms in terms of total revenues, including ad revenues, subscriptions, pay-per-view and license fees, according to a new white paper from Deloitte. “Technology, Media & Telecommunications Predictions 2011″ forecasts this year, TV will account for about 41% of all ad revenues, and grow its share to 42% by 2012. TV ad revenue share grew close to 10% between 2007 and 2010, from 37% to more than 40%.
TV, Newspapers Grow in Opposite Directions
TV’s expected 10% five-year growth in ad revenue, from $174 billion in 2007 to $191 billion in 2011, contrasts sharply with newspapers’ expected 26% decline in the same time period, from $126 billion to $93 billion.
A forecast 6% increase in TV ad revenue during 2012 would take it beyond $200 billion, more than twice that of newspapers, which still represent the number two global advertising medium.
TV Audience Attention Climbs
Deloitte also expects TV will grow its share of audience attention. In 2011, aggregate TV viewing is expected to total 4.49 trillion hours. The global TV audience is expected to increase about 1%, from 3.66 billion to 3.7 billion viewers, still leaving about half the world population as a potential growth market.
Average daily TV viewing time per person in 2011 is expected to reach three hours and 12 minutes.
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