On average, local small- and medium-sized businesses spend thousands more on broadcast and cable TV advertisements than on online ads every year.
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Kantar Media has just released its measured ad spending numbers for the first quarter of 2013. It’s worth looking at the numbers to see if they reveal any patterns that hint at advertising activity for the rest of the year. So far, overall spending in the formats measured by Kantar Media has remained steady compared to last year but Spanish language media is recording big gains, as is cable TV, national spot radio, and out of home.
Back in the day, network TV was the king of the ad market. But, the numbers started to shift in 2011 when cable TV surged ahead of broadcast TV. Industry analysts believe that ad buyers may pull back on network TV again this year, especially during the upfront season.