• by Karl Greenberg , April 4, 2011

A new study from the ANA (Association of National Advertisers) says marketers' outlook has improved "substantially" since 2008.   Of the 108 marketers polled in January and February this year, 77% said they continue to be challenged to reduce spending across their marketing and advertising efforts.  However, that represents a continued decrease from the 83% of marketers a year ago and 93% two years ago who said they expected to cut spending.  

The ANA says that over the past six months, 63% of marketers' budgets either increased or remained the same versus 54% increase / remained the same in January last year. The organization said ad budgets aren't dropping as fast as they were during the recession. Per ANA, 37% of marketers saw their budgets decrease this year, compared to 46% last year and 71% in January 2009.   Twenty-two percent of marketeres polled said they are anticipating budget increases compared with 19% a year ago.  Forty-nine percent said they expect their budgets to remain the same in the next six months.   "It is gratifying to see an easing of the financial pressures marketers have faced over the past two years," said Bob Liodice, president and CEO, ANA, in a statement.  "However, it appears that though budgets are increasing, marketers will continue being challenged to be efficient with their spending.  This is a healthy trend as marketers' spending must become smarter and more precise."   In terms of how marketers are reducing costs, 70% said departmental travel and expenses are down; 67% are challenging agencies to reduce internal expenses and / or identify cost reductions; 55% are reducing production budgets; and 49% are cutting media budgets.

The ANA began surveying its members three years ago to assess the impact of economic conditions on marketing spending.