Will ad spend on mobile video keep pace with growth in “sports eyeballs?”

Following the ad blitz of Super Bowl XLVI, we figured it would be a good time to reflect on the ad market across all the screens. TV continues to dominate ad spend, but as we have seen in the past year mobile ad spend continues to increase rapidly.

TV advertising spend keeps pace with growing live sports content: Ad spend on National TV sports grew to $10.9 billion in 2011 from $10.3 billion in 2010. This is a just under a six percent increase. The ad spend reflects the increase in the number of hours or live TV sports content available on pay TV. In 2011, there were more than 42,500 hours of live sporting events on national broadcast and cable TV, a five percent increase over 2010. Read more

Adoption of mobile sports apps jumps: The mobile web audience for sports sites increased by 22% from November 2010 to November 2011 according to Nielsen’s State of the Media: 2011 Year in Sports report. ESPN recorded the largest gain with a 62% increase in their mobile audience YOY. According to Nielsen, in September 2011, 25% of mobile web users 18+ visited a sports site using their mobile device and 27.8% of those visiting a sports site visited NFL.com. This translates to 7% of all of the mobile web traffic of U.S. consumers 18+ visiting NFL.com at the start of the NFL season. Read more

US Mobile video ad spend is growing exponentially: eMarketer estimates mobile advertising spend in the U.S. reached $1.45 billion in 2011, up 89 percent from $769.6 million in 2010. In 2012, US mobile ad spending is expected to grow 80% to $2.61 billion. Among mobile ad formats, video is expected to grow faster than search, display, and SMS /MMS over the next year. Spending on mobile video advertising is forecast to increase by an estimated 122% to $151.5 million this year, up from $68.2 in 2011. Read more