Ipsos Reid Survey: TV Still Strong

  • November 4, 2011

A new study released on the eve of the CMA and Marketing’s Digital Marketing Conference reveals that North American marketers continue to focus and increase efforts on digital marketing with spend levels in social media, mobile, search and email marketing all expected to increase. 

This from Ipsos Reid in collaboration with the Canadian Marketing Association and Marketing Magazine.  The survey asked Canadian marketers about their thoughts, attitudes, and behaviors toward the expanding world of digital marketing, and how their business is managing or embracing it.

A year ago, 38% of the marketers surveyed said that their spending on TV will decrease over the next two years. This year, that number has dropped to 22%, per the firm. 

Steve Levy, president of Ipsos Reid East, said marketers are reconsidering the trend to reduce budgets allocated to television, with fewer indicating plans to spend less than last year (11% net decrease in 2011 vs. 25% net decrease in 2010). 

“Is this related to an economy that bounced back in 2011, does it reflect a reset in marketing sentiment, or is it simply a realization that TV is still unparalleled for its ability to reach a wide audience?” said Levy. 

The data is based on the findings of a joint CMA and Ipsos Reid online study fielded from 09/16 to 10/07, 2011 among 415 marketers and advertising agency staff



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