TV will stay top ad earner globally, says expert
By IANSTuesday, February 1, 2011
TORONTO - Despite the mushrooming of social media, the television industry will continue to remain the first choice of advertisers for a long time, says a top Canadian researcher.
“TV is not only not dead, but it’s actually growing,” Duncan Stewart, director of Deloitte Canada Research, was quoted as saying by the Vancouver Sun Monday.
Stewart, who is described as technology guru, was speaking on the new trends in technology in 2011 in Vancouver Monday. “When you talk about media, TV is almost half of global ad spending, and that’s a stunning number,” he said, adding that television ad rates are going up all the time.
How important television remains, he said, could be gauged from the fact that at the famous US Super Bowl ads rates are up and 40 million more viewers will tune in this year than last year.
Since social network generates only less than one percent of global ad revenue, it will take online video and social media a long time to topple television from its perch, he was quoted as saying by the paper.
“It’s a bit like looking at a baby in the nursery, and saying, ‘One day he’s going to die of old age. Yes, that’s true, but hopefully he’s got about 80 years between now and then.”
He said 2011 belongs to tablets and smartphones.
“This year, more people are going to buy smart phones and tablets and use them as computers than will buy PCs,” the paper quoted him as saying.
The shift from PCs and desktops to mobile operating systems is a big turning point in technology, he said.
“We’re moving from a world where there used to be one kind of form factor that was 100 percent of all computing. Now the number is 75 percent and in a few years, it’s going to be 50. And a year after that, it’s going to be 33,” the paper quoted him as saying.
