$137.8B U.S. ad spend for top 200 advertisers
Seventy-seven percent said that launching new products or services would be a key growth driver this year compared with 76% a year ago.
The survey found that large companies appeared poised to be the most active in the mergers and acquisitions market. Seventy-one percent of companies with more than $250 million in revenue planned to make an acquisition this year. However, just 45% of companies that large planned to make a divestment.
The survey, conducted online in the third quarter of 2011, had 325 media industry executives and influencers respondents, with several also participating in one-on-one phone interviews, which were conducted in the fourth quarter of 2011.