The worst hit of all the media, not surprisingly, were broadcast media outlets. Only 16% of ad executives expect radio's share of spending to increase over the next six months, down from 26% when Advertiser Perceptions conducted a similar study last spring, and down from 19% when it conducted it last year. Optimism for broadcast TV, meanwhile, dropped to dropped 22% in this survey from 29% in each of the last two surveys.
The most recent study is based on the results of 2,047 ad executives who completed an online survey in October and November 2007. The last study was conducted in April and May of 2007, and the previous wave was conducted in October and November of 2006.
While the optimism for online media fell slightly from the spring 2007 results, it has actually improved from the year ago sentiment (see table below).
Other notable declines in optimism appear to be impacting newspapers and mobile media.
Advertiser Optimism By Medium For The Next Six Months | |||
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% |
Source: Advertiser Perceptions. Survey of 2,047 advertiser and agency executives conducted online in October/November 2007. Question: Imagine the amount of your company's/your client's total advertising budget as a whole is a pie, and each of these media types is a share of the pie. In the next six months, would you expect the share spent on each to increase, decrease or stay the same as compared to the previous six months? |