The data cited in Thursday's
MediaDailyNews story "TV, Not The Internet, Fueling Ad Spending Growth -- For Now" reflected the expectations of incumbent advertisers already using those media,
not those of the average advertising executive. Among the total popular of 2,400 executives surveyed by Advertiser Perceptions in October and November, the Internet continues to dominate in terms of
ad spending optimism. Seventy percent of all respondents said they plan to increase their spending online over the next six months vs. 29% for broadcast TV, 42% for cable TV, 30% for magazines and
national newspapers, 18% for local newspapers, 19% for radio, 29% for outdoor and 62% for "non-traditional" media.
