TV still top of heap (and will remain so!)

MediaPost Publications - Jupiter: TV Still Rakes It In - 06/13/2007

RECENT ADVANCES IN ONLINE ADVERTISING have yet to take advertisers' focus off TV, according to a new report from JupiterResearch. "Neither relatively better targeting nor the increasing availability of branding-friendly rich media and video inventory have led to any demonstrable online cannibalization of TV spending," said David Card, vice president and senior analyst at JupiterResearch.

One reason for TV's continued ad dominance, according to Card, is the fact that so many consumers use the Web for communicating rather than consuming content from either media companies or brand marketers.

"Over half of users' time online is spent in communications, like email and instant messaging," he said.

In the realm of social networks, where people mix connecting with friends and content consumption, brand advertisers should rely on sponsorships, widgets or branded microsites to make an impression.

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