ANA: TV Media Budgets Up, Aided By STB Data

Arrow-UP-Over-TVNew research from the Association of National Advertisers and Forrester shows that 76% of marketers plan to keep their media budgets stable in 2012. About half (47%) of all budgets will go to TV. That’s a 6% bump from the 2010 survey. 

Marketers are intrigued by the possibility of TV measurement systems based on set-top-box (STB) data offering more insight into TV performance, the ANA and Forrester said. Seventy-two percent of study respondents believe the accuracy of STB information will be upgraded in the next few years, while 47% envision “unique visitors/watchers as the eventual standard for cross-platform audience measurement.”

Also, about half of respondents said they are experimenting with or planning to explore various iterations of advanced advertising in the next year. That includes video on connected TVs.

The research also found that 70% plan to spend more on online advertising this year -- a bit higher than with social media and mobile platforms.

The research is derived from a survey of 124 advertisers in large industries, conducted in December 2011 and January 2012.



3 comments about "ANA: TV Media Budgets Up, Aided By STB Data ".
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  1. Stanford Crane from NewGuard Entertainment Corp, February 16, 2012 at 5:12 p.m.

    I know some venture investors must read this, but apparently, they don't understand. Oops, I was going to mention that they haven't made money in over a decade, but...ooopss, I guess I just did. My bad.

  2. Jonathan Hutter from Northern Light Health, February 20, 2012 at 3:10 p.m.

    This is the result you get when you query old-line marketers about old-line media. Did online media get that kind of license when accurate measurement systems were still coming "in the next few years?" Advertisers played the wait and see game.

    Yet, with TV, which has measurement systems that are perhaps more suspect, advertisers are too quick to pour money into shows with declining ratings and no proven engagement (unless they combine with second screen enhancements).

  3. John Grono from GAP Research, February 20, 2012 at 6:19 p.m.

    While I agree with the concept of "unique visitors" as a desirable cross-media audience metric, I have to point out that the new media (i.e. online) has to-date made a total hash of this. As an example, Australia has a population of 22.8m with the connected population of around 18m and an active population of around 16m. Yet the monthly Unique Browsers (cookie-based) has been tipping around 120m. Clearly, online media have had massive amounts of license from their supposedly more accurate measurement systems. The fact is that online is good at measuring traffic but not audience. Last time I looked advertisers wanted audience. Fortunately we've developed a hybrid system here in Australia which uses server-based traffic data and panel-based empirical data to 'convert' that traffic into audience. I see that as the way forward for TV measurement with STB data (i.e. household tuning) the equivalent as online's traffic data. After all, what advertiser would want to buy based on HH ratings!?!

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