The “2010 Media Planning Intelligence Study” was based on an online survey of 1,164 media buyers and planners. It found that overall, 57% of media buyers plan to buy nontraditional media next year and 43% said they will buy traditional media.
The study also looked at which media platforms respondents would “ideally” buy and “realistically” buy. Social networks were the top “ideal” buy for media planners.
Also, one-quarter said they would ideally buy national TV, but only 18% would realistically buy it, and one-quarter said they would ideally buy mobile video, although 13% said they would realistically buy it.