Selective reporting

I like the IAB. They’re nice people, and do good work. I’m even a member.

But… Internet overtakes TV to become UK’s biggest ad sector ?

No.

As I pointed out this time last year, their reporting is a bit disingenuous (click through to see a nice chart – a product of my ability to devote greater time to blogging).

The headline finding this year is that online represents 23.5% of all UK spending, whereas TV represents 21.9%

However:

  • Online conflates search, classified, display and email
  • Press display and classified (conveniently separated) combined account for 29.5% of ad spend
  • Display represents less than a fifth of all online spend
  • If my mental arithmetic is performing better than it was previously (no guarantee), online video advertising is about 2/3 of a % of all online advertising
  • Despite PWC auditing, the data is still ultimately self-reported. Online video spend was caveated last year because many respondents didn’t notice the change to the survey, and grouped video into display (as they had done in previous years)

There are still plenty of good stories within the data – online advertising is the only growing medium (though this is driven entirely by search).

But why let the truth get in the way of a good story.

sk

Image credit: http://www.flickr.com/photos/expressmonorail/

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3 Responses

  1. Right on sister

  2. correct.
    as more and more ad supported media moves online (tv, newspapers, music, films, books etc etc) it stands to reason that ad spend will shift.
    the on vs offline thing smacks of ‘wrong question’. ads is ads.
    Another stat punted around this week was the 50% decline in display ad clicks over the last 48 months, that says a lot more 😉
    what would be an interesting stat would be portion of total marketing budgets that have moved from advertising spend (all media) to ‘other’ activities.

  3. Absolutely, that would be very interesting. Though where do you draw the line? Does staff training for better customer service count? It should…

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