The Television Bureau of Canada, a commercial television industry association, has reported that the medium earned $3.6 billion in ad revenue for the year ending Aug. 31, 2012.
The release of the Net Advertising Volume by Medium report marks the first time the TVB has shared specific online television revenue data – $110 million and a 10% increase from 2011- which is typically available only through Interactive Advertising Bureau‘s internet advertising revenue statistics.
TVB’s report is part of a suite of studies it uses to prove televisions efficacy to advertisers. Its 2013 Television Viewing Preferences and Online Synergy Study reported that 87% of adults between the ages of 18 and 49 still prefer watching television on a TV set rather than a smartphone, computer or tablet. Similarly, TVB’s recent Attitudinal Survey stated that 76% of this demographic said they are most influenced by advertising when they see it on a television.
TVB research also showed the average adult (a person over the age of 18) viewed an average of 28.8 hours of television per week, a number that’s remained consistent over the last five years.
In communicating its recent findings, the bureau echoed the IAB’s findings that online video advertising revenues expanded to $92 million last year. The IAB’s release on those numbers, however, came with the message that online advertising, as a whole, is catching up to TV’s ad spend dominance with $3.1 billion in net revenues.
