- Ad Age, Tuesday, November 30, 2010 11:55 PM
Faced with flat budgets, marketers are experimenting with new media mixes this holiday season. According to BDO's Retail Compass Survey, 63% of CMOs said this year's holiday budget was flat, compared
to 55% in 2009 and 43% in 2008. But this year, just one-fifth said their budgets were lower than a year ago. That's an improvement from 2009 and 2008, when 26% and 32%, respectively, reported lower
budgets for the holiday season.
Many retailers are scrutinizing the budgets they do have and allocating more to TV. One-quarter of CMOs said they were spending most of their budget on
broadcast this year, up from 13% a year ago. Best Buy is just one of the retailers increasing its presence on TV this holiday. Most CMOs -- 42% -- said they allocate most of their holiday budget to
print ads, down from 64% a year ago.
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