Local Media Buyers Who Buy Broadcast TV Want To Make The Most Media Cuts - On TV
- by Wayne Friedman , January 9, 2023
More local media-buying executives -- who buy broadcast TV -- are looking to make cutbacks on TV advertising in the upcoming year, according to Borrell Associates.
Nearly 18% of local media buyers say they anticipate cutting back on legacy TV. Newspapers are next with 17%, while magazine media buying comes …
It's hard to tell who the respondents were---TV time buyers, agency media directors, advertiser CMOs, ??? or a mix? But what I read from this is that brand building media---TV radio, print---will all take some form of hit as these are used more for long range impact. In contrast, media that are mainly utilized for short term sales promotion---search, DR, etc.---such as social media, email, etc.---- will not be hit as badly. No surprises there.
As for the actual percentages the TV, radio and print figures are all in the same ball park---about a 15%-20% decline but I wouldn't get too excited about the small differences as these media are not at all comparable where dollar volume is concerned.