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 daily media consumption of eMarketerThe following chart shows that the two indicators do indeed correlate. In 2017, US consumers spent most of their time in front of the television and on mobile devices, where the lion's share of advertising revenue also went.
However, there is one notable exception to the rule: the print media, which receive more advertising dollars than they should, given how much (or little) time people spend reading newspapers and magazines. Does this mean that print media publishers should fear a further decline in advertising revenue?
Not necessarily. Even if 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.
You can find more infographics at Statista
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