Advertisers in the United States are expected to spend 7 cents for each hour that a U.S. adult spends on activities involving his or her connected mobile device, according to eMarketer. The same U.S. adults will spend 10-fold that amount on newspapers and magazines, 82 cents and 84 cents, respectively. In fact, the average for print, about 83 cents, is significantly greater than all other marketing forms, and has risen significantly in recent years.
The so-called “per U.S. adult per hour” figure is determined by looking at the aggregate amount that advertisers spend on each medium. That figure is then divided by the composite amount of hours spent by adults on each of these mediums.
GfK-released data confirms that print ads receive greater response rates. In fact, recently released GfK study results reveal that, in 2014, 35 percent of print magazine readers take some type of action in response to advertising; the figure is slightly higher than 2010’s 33 percent.
While the ad response rates for print magazines have remain relatively unchanged it is the consumption-adjusted advertising that is spent on print magazines and newspapers that has mounted considerably. Consider the rise from 53 cents to 83 cents, which is most likely due to advertising spending totals not falling as quickly as the time that adults spend with print advertising.
Conversely, with mobile advertising, in which ad spending is rapidly growing, the advertising has not kept pace with the growing number of users and the time they are spending with their devices. comScore data recently released found that the time spent with mobile applications is greater than the time people spend accessing the Internet from their desktop computers. Because of this, the consumption-adjusted advertising spending figure that is related to mobile applications, although increasing, is well behind other media choices.
eMarketer estimates that the time spent each day with print media has fallen by as much as double digits annually at least as early as 2011. Although time spent with mobile activities has slowed down a bit in recent months, it is still high and is projected to come in at 23 percent in 2014.
Television, although a strong advertising influencer, will receive about 17 cents in advertiser spending per adult, per hour. This totals about one-fifth the related print total. Television remains higher than radio, which totals at 13 cents, and digital, which is at 10 cents.
Advertisers will likely spend about 16 cents per adult, per hour with major media in 2014, which is consistent with recent years.
MarketingCharts’ review of online advertising spending, adjusted for inflation and online population growth, revealed that for each dollar spent in 2003 on an online use, advertisers spent a comparable $2.84 in 2012.
“Consumption-Adjusted Ad Spend on Print Far Outweighs Other Media”; MarketingCharts. April 24, 2014.