The findings recently have been unambiguous: Spending on traditional media advertising is down and on digital media is up. But it took a solid MediaPost analysis to quantify the change in the U.S. market.
There are many findings in its review, but the principal one examines the three-year shift in Internet advertising and its more than doubling to exceed 19 per cent of the total. Overall, traditional media has declined about 30 per cent while the Internet grew 37.5 per cent.
"While it's hard to know precisely how spending has been reallocated, the percentages suggest that newspapers have been the main victim of Internet competition, since the decrease in the former is roughly equal to the increase in the latter," MediaPost says.
There are many findings in its review, but the principal one examines the three-year shift in Internet advertising and its more than doubling to exceed 19 per cent of the total. Overall, traditional media has declined about 30 per cent while the Internet grew 37.5 per cent.
"While it's hard to know precisely how spending has been reallocated, the percentages suggest that newspapers have been the main victim of Internet competition, since the decrease in the former is roughly equal to the increase in the latter," MediaPost says.
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