Fragmentation of TV Audiences / The Rise of Digital

The impact of fragmentation of TV Audiences / The Rise of Digital

By Rob Smuts

How long will television continue to take the lion’s share of advertising spend in our South African market? How will the fragmentation of TV impact media decision-making?

Recently released Internet Advertising Bureau and PwC data on advertising spend in the UK indicate total UK digital ad spend went up 15% year-on-year to £6.3bn in 2013. Mobile ad spend doubled to break the £1bn mark and now accounts for £1 in £6 of digital advertising in the UK.