Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Study finds social networks near top of list for media buyers

By Published on .

New York—A new study by the Center for Media Research found that 56% of media buyers plan to buy ads on social networks next year, ranking just below those that will buy ads on e-mail marketing platforms (57%).

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.

Most Popular
In this article: