Watching TV Television is the largest of advertising media, attracting about 38 percent of all the money spent for ad space and time around the world. That’s pretty much the medium’s share in the U.S., and, like the global average, it’s been rising steadily for years. As a statistic, an average can conceal as much as it illuminates, so it’s a good idea to peek below the surface. According to Zenith Media’s latest Forecast study, TV’s position in three of the 47 tabulated markets is undergoing material change.
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