How advertising expenditure corresponds to media consumption

Ein altes Werbesprichwort besagt, dass „das Geld den Augen folgt“, was bedeutet, dass die Werbeausgaben dorthin folgen, wo die Verbraucher ihre Aufmerksamkeit hinlenken oder ihre Zeit verbringen. Wenn dies wahr wäre, müssten die nach Medien aufgeschlüsselten Werbeeinnahmen in etwa mit der durchschnittlichen Zeit übereinstimmen, die die Menschen mit den verschiedenen Medien verbringen. Aber ist das wirklich der Fall?
If one compares the Interactive Advertising Bureau (IAB) published figures on advertising revenues in the USA with the estimates of eMarketer The following chart shows that the two indicators do indeed correlate. In 2017, US consumers spent most of their time watching TV and using mobile devices, which is where the majority of advertising revenue went. However, there is one notable exception to the rule: print media, which receives more advertising dollars than it should, considering how much (or little) time people spend reading newspapers and magazines.
Does this mean that print media publishers have to fear a further decline in advertising revenues? Not necessarily. Although people no longer spend as much time reading as they used to, print advertising is still one of the most trustworthy and therefore most effective forms of advertising. Forms of advertisingwhich is why brands continue to allocate a seemingly disproportionate share of their advertising budgets to print media.
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