MediaPost covers an Advertiser Perceptions survey of advertisers and agency media-buying executives, who’re overall pessimistic about increasing their ad spending, except for the online channel. 16% of ad executives expect radio’s share of spending to increase over the next six months, compared with 26% who said so in the spring and 19% who said so a year earlier. 22% of ad execs said broadcast TV ad spend would increase, down from 29% in the previous two surveys. 76% of ad executives expect online share of spending to increase over the next six months.
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Advertiser Optimism By Medium For The Next Six Months |
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|
Increase |
Same |
Decrease |
|
Online |
76% |
21% |
3% |
|
Broadcast TV |
22% |
53% |
25% |
|
Cable TV |
34% |
49% |
17% |
|
Magazines |
24% |
52% |
24% |
|
National Newspapers |
10% |
53% |
37% |
|
Local Newspapers |
14% |
49% |
37% |
|
Radio |
16% |
54% |
30% |
|
Outdoor |
22% |
56% |
22% |
|
Mobile |
55% |
38% |
7% |