Researcher Flurry reported on Thursday that the audience for mobile apps has hit 58 million in primetime — 8 p.m. — a figure that rivals that of the top three TV networks on a very good night, but revenues are still just a fraction of those of TV.
The IAB estimates that the U.S. mobile ad market brought in $3.4 billion in 2012. The IAB didn't break out revenues for apps vs. the mobile web, but Flurry has estimated that 80%of mobile activity occurs on apps. Comparatively, Kantar Media calculated that TV advertising accounted for $74 billion in ad revenues in 2012. Even if apps generated 100% of mobile ad revenues, the market would still be just 4.5% that of TV.
Meanwhile, Flurry also found that there are now more monthly users of mobile apps than there are for desktop computers and laptops. Yet the the desktop ad market is still 10 times the size of the mobile ad market in revenues, according to the IAB.