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While only 31% of agency executives surveyed in February by Advertiser Perceptions Inc. for its new bimonthly Advertiser Optimism Report (Online Media Daily March 16) plan to reduce their ad spending over the next six months, 42% of marketers said they would cut their spending--a margin of 11 percentage points.
That range grows even more pronounced for certain media, especially television and outdoor. While only 35% of agency executives plan to cut their broadcast TV ad budgets, 55% of marketers said they plan such cuts--a spread of 20 percentage points. For cable TV, 18% of agencies plan cuts, but 33% of marketers. For outdoor, 22% of agencies and 44% of marketers plan to reduce their spending.
The margins of difference are much closer--albeit quite negative--for newspapers, magazines and radio, but the real point of agreement is on the strong confidence both advertisers and agencies have for spending on digital media.
Only 17% of both advertisers and agency executives said they plan to reduce online display ad spending over the next six months. As for online search, only 11% of advertisers and 10% of agency executives plan to cut those budgets.
And while a greater percentage of marketers plan to cut their mobile advertising budgets (26% vs. 13% for agency executives), a greater share plan to boost them (58% vs. 52% of agency executives).
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