• Advertising Age , Wednesday, May 20, 2009 9:45 AM

Upper-level marketers are more eager than agencies to jump back into the ad fray and increase spending in this year's upfront, according to a survey by Advertiser Perceptions. In the Spring 2009 Media Economy Report, 37% of directors, VPs and other senior executives said they plan to increase their ad spending compared with last year's TV upfront. About 39% said they will maintain their ad spending, while a quarter intend to decrease it.

The percentage of upper-level marketers willing to boost spending is more than double that of lower-level marketers, agency planners and agency buyers. The study also showed that overall just as many marketers and agencies are willing to increase their ad spending as are looking to decrease it.

"It definitely seems that the slide in advertising optimism is leveling off finally, and we may be poised to see some positive news, as we look ahead six months to a year," says Ken Pearl, CEO of Advertiser Perceptions. "What's really interesting is those upper-level marketers tend to lead the way." The study of 1,599 marketing and agency executives was conducted in March and April.

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