Industry body ThinkTV says television advertising revenue rose 1.9% in 2011.

The revenue figures, sourced from returns prepared by TVNZ, MediaWorks TV and SKY Network Television including Prime, showed TV advertising revenue rose $11.4 million to $618.1 million, compared with $606.7 million in 2010 and $569.2 million in 2009, ThinkTV says.

ThinkTV chief executive Rick Friesen says the growth showed the “unparalleled” position of free-to-air television in the advertising market. He says international research shows that TV was still the best and most cost effective medium for maximising an advertiser’s reach.

“With confidence building in the New Zealand economy and new, innovative ways to integrate television across the plethora of media platforms today, advertisers are cleverly using television to better meet their brands’ needs.”

ThinkTV says increased marketing investment and confidence in TV by major banks, retailers and car manufacturers was a major factor in the growth.