Text ads account for half of media spending

A considerable part of the net media spending in the Netherlands of 4.62 billion euros goes to text ads, around 2.5 billion euros. This is apparent from an analysis of the net media spending that Nielsen will shortly publish in the Annual Report on Net Media Spending 2015. What is striking about the distribution of the media types is that they are fairly constant over the years

A considerable part of the net media spending in the Netherlands of 4.62 billion euros goes to text ads, around 2.5 billion euros. This is apparent from an analysis of the net media spending that Nielsen will shortly publish in the Annual Report on Net Media Spending 2015.

What is striking about the distribution of the media types is that they are fairly constant over the years. The net media spending on media that fall under the content type 'text' rose modestly by 0.1 percent last year. For video, slightly more than 1 billion was available in 2015, an increase of 1 percent compared to a year earlier. For audio, the share was 5 percent (225 million euros), 3.4 percent less than in 2014.

The rest of the budget went to the category other and amounted to 840 million euros. Here too there was a decline, which led to a share of 18 percent.

Within the different content types, however, there were indeed shifts. Platforms converge and content moves more and more easily from one platform to another. Advertisers and agencies follow these developments and adjust their media commitment accordingly.

Within text, the shift from print to online is even more evident than in spending per type of media. The decline in media spending on print was compensated by the increase in spending on search and online display advertising. Television had and by far the biggest share within video, although spending on online video has grown double digit in recent years.