A Third Of Brands Expect To Return To Linear TV Platforms In Q1, Study Finds

Amidst ongoing weakness in the third- and fourth-quarter national TV advertising markets, 35% of linear TV brand advertisers expect to return to linear TV in the first quarter next year, according to a survey from Advertiser Perceptions.

At the same time, another 31% say they don't anticipate resuming linear TV spending any time soon.

According to the survey authors of the advertising/marketing research business, there is hesitancy -- with measurement.

“Linear TV reductions have been benchmarked by lack of effectiveness, expensiveness and an overall need to reduce budgets."

They add this: “Linear TV advertisers’ lack of satisfaction with cross-platform measurement may also play a role... advertisers largely agreed that audience measurement and cross screen measurement need to be improved.”

Looking back a few months, the belief among many brands was that the soft market would be short-lived. In the third quarter, Advertiser Perceptions said three in 10 U.S. linear TV advertisers who reduced or paused their TV ad budgets said they would resume TV ad spending this year.

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In late October, those marketers were still cutting back on TV advertising. And uncertainty remains in the market.

Another 21% says they would resume their linear TV spending “as soon as impacts are no longer felt,” while 10% said: “We will not restart/resinstate.”

Another 13% fall somewhere in between -- saying they would restate advertising on linear TV networks later in 2023 and would resume spending n the second, third or fourth quarter.

The survey was done from 300 interviews fielded from October 3-10, with a prior wave fielded from July 26-August 3. One hundred percent of those marketer/media agency interviewees are involved in brand media decisions, marketers with an ad spend of over $1 million or more over the past 12-month period.

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