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Media buyers say ad spending will increase this year

Published on .

Stamford, Conn.--Almost half of more than 1,000 media buyers recently surveyed expect ad spending to increase this year.

The survey, conducted by online research firm InsightExpress and publisher MediaPost, found that 45% of media buyers expect their media budgets to increase this year. Only 18% said they expect a decrease in budgets this year.

Of those increasing their ad budgets, 36% said they would boost their online budgets. Other media that will benefit from increased ad budgets this year are cable TV (with 31% increasing their spend) and radio (with 22% increasing their spend).

The year will also see increased scrutiny on media buyers.

According to the survey, almost 80% of all media buyers expect to be held even more accountable for results this year than they were last year. And 64% said they believe their job will be more difficult this year than last year.

--Kate Maddox

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