Adweek reports today that, according to data from Nielsen Monitor-Plus, the top ten advertisers in the United States spent nearly US$700 million less on TV time alone and US$180 million more on digital media during the first three quarters of this year – holding back nearly US$670 million from the media marketplace, which is a 5 percent decline compared to the same period a year ago.
The total digital spend was US$742 million compared to US$9.06 billion for TV, however the shifts in spending are set to continue as all roads continue to lead to digital.
Digital is the “new normal for marketers because it’s the normal behavior for consumers,” said Greg Andersen, director of engagement planning at Bartle Bogle Hegarty here (in the US).
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