Cambridge, Mass.—Spending on TV advertising this year will increase about 6% over 2010, according to a survey of 124 advertisers conducted online in December and January by the Association of National Advertisers and Forrester Research. The survey also found that TV ad spending will account for about 47% of media budgets this year.
Almost 75% of marketers participating in the survey said they had a strong interest in targeting advertising using set-top box data and other demographic information.
“The TV business is on the precipice of change, and marketers are poised to benefit,” said David M. Cooperstein, Forrester Research VP-research director, in a statement. “New sources of insight into consumer interests, combined with multitasking TV viewers, have created a new playing field upon which marketers can reach their most relevant audience.”