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.