Television’s share of American advertising dollars is expected to have grown this year by about one-and-a-half percentage points over last year.
How can that be, you ask. What about the enormous growth in the Internet, the explosion of social media advertising?
The splintering of advertising media has been like a fragmentation grenade. Media segments. Then the segments segment. And it’s this very splintering that each year makes television more valuable to advertisers. Because television remains the one medium that still can deliver a big audience.