International media channel preferences - June 2010

Despite huge growth in digital marketing, television remains the top medium for advertisers in the US, new research shows.

According to a report by media planning software firm Strata, some 41.8 per cent of North American advertising agencies said their corporate clients were more focused on TV than any other medium in the first quarter of the year.

"To advertisers, TV still matters," insisted John Shelton, president and chief executive of Strata.

However, the research showed that the internet is catching up and could eclipse television in the future.

Indeed, 68 per cent of those questioned said their customers were more focused on digital marketing now than they were 12 months ago.
"Just as radio gave way to television, we can see that TV is slowly giving way to digital," said Mr Shelton.

The publication of the report comes after digital intelligence provider eMarketer revised up its predictions from online advertising expenditure in the US this year.

Released 1 June 2010 by the Institute of Direct Marketing in the UK.