Mobile Ads compliment rather than displace TV Advertising

Chart of the Day: Smartphones aren't killing TV

Those of us accustomed to reading marketing reports are used to the idea that mobile is killing TV, and that TV is an ageing dinosaur destined to limp along for a while till it's finally declared dead.

But the data reveals a more interesting picture. Time spent on mobile devices is growing fast, but it's not having a negative impact on TV viewing. TV viewing is shifting very slightly to video on demand and away from live TV, but TV viewing as a whole has held up solidly over the past 3 years.

Time spent on smartphones has more than doubled, but this seems to complement rather than compete with TV viewing. The lesson is simple - rapid mobile growth is happening, but it doesn't mean old mediums are dying.

• Source: Nielsen Total Audience Report for the 4th quarter of 2016
• Sample Size: 311,620 adult Americans
• Recommended Resource: Marketing Strategy and Planning Toolkit  

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