DmexcoTelevision advertising continues to grow despite the rise of digital channels
Despite the fact that the printed media are the ones that are suffering the most in the first person from the “bleeding” caused by the growing strength of digital advertising, television and radio are holding up the type.
The pandemic has accelerated the migration of advertising budgets to vigorous digital channels fleeing from decaying traditional media. However, and despite the fact that the printed media are the ones that are suffering the most in the first person from the “bleeding” caused by the growing strength of digital advertising, television and radio are managing to hold the type. This is clear from a recent report carried out by the digital economy fair DMEXCO.
“The coronavirus is affecting the advertising industry very severely and leaving a deep mark there. New channels are emerging and priorities are changing or being completely redefined. Our report gives a very clear account of the rise of digital channels. Even so, and Despite the fact that this trend is only hitting the mark, traditional media such as television and radio are not being stripped of their importance. From an advertiser’s point of view this means that a balanced ‘media mix’ is increasingly important to ensure that all ‘touchpoints’ are taken into account, ”explains Jan Garnefeld, Director of Sales and Operations at DMEXCO.
Delving more deeply into the results emanating from the study, 89% of marketers expect a more or less significant increase in their advertising budgets in search engines throughout this year, and virtually none fear a decline in such budgets.
Digital advertising makes a very strong jump, but television holds the type
The situation is very similar if we look at social networks. 51% of marketers predict that investment in these channels will grow more than 10% in 2021, while 40% predict growth of up to 10%. Only 1% see cuts on the horizon.
Much worse paints the picture in the field of print media, where around 60% of marketers venture a reduction in the advertising budgets devoted to these channels.
Even so, 83% of marketers expect an increase in advertising budgets on news sites.
If we stop at television, 65% of marketers expect advertising budgets to stay the same or increase by up to 10% on this channel. And the radio this proportion scales even to exceed the figure of 70%.
This last figure, however, corresponds to marketers from Germany. Outside the Teutonic country, confidence in the radio is not so strong. And almost half of the marketers consulted assume that their budgets on this channel will inevitably decrease throughout this year.
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