New research from the Association of National Advertisers and Forrester shows that 76% of marketers plan to keep their media budgets stable in 2012. About half (47%) of all budgets will go to TV. That’s a 6% bump from the 2010 survey.
Marketers are intrigued by the possibility of TV measurement systems based on set-top-box (STB) data offering more insight into TV performance, the ANA and Forrester said. Seventy-two percent of study respondents believe the accuracy of STB information will be upgraded in the next few years, while 47% envision “unique visitors/watchers as the eventual standard for cross-platform audience measurement.”
Also, about half of respondents said they are experimenting with or planning to explore various iterations of advanced advertising in the next year. That includes video on connected TVs.
The research also found that 70% plan to spend more on online advertising this year -- a bit higher than with social media and mobile platforms.
The research is derived from a survey of 124 advertisers in large industries, conducted in December 2011 and January 2012.