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Multimedia consumption up in 2011; advertising rebounds

Multimedia consumption up in 2011; advertising rebounds
Media multitasking is on the rise in New Zealand, with nearly a third of us consuming multiple forms of media simultaneously.

Media multitasking is on the rise in New Zealand, with nearly a third of us consuming multiple forms of media simultaneously.

A Nielsen report on consumer, retail and media trends in 2011, released today, states 29 percent of Kiwis browse the internet whilst watching television and more than a quarter send text messages whilst in front of the box. A further 28 percent watch TV whilst reading the newspaper.

“New Zealanders’ love of technology, the growing proliferation of media, and increasing demand for anywhere/anytime access to content is evidenced by high levels of engagement and interaction with all major media in New Zealand in 2011,” said Kate Terry, director client services in New Zealand.

The Rugby World Cup helped to keep the advertising industry buoyant, with the sector posting five percent growth in 2011 to reach $2.96 billion.

Increased expenditure was seen across all media, with the exception of cinema which remained stable; television accounted for the lion’s share of advertising spend, with $1.6 billion in advertising reported for the year. This was followed by newspapers with $0.54 billion and radio with $0.32 billion.

Growth in online advertising continued in 2011, with online media recording the highest growth in spend, up 12 percent year-on-year to $0.07 billion.

Progressive Enterprises topped the list of New Zealand’s largest advertising spenders in 2011, up from fourth position in 2010, followed by Foodstuffs in second position and Harvey Norman in third place.