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Study finds social networks near top of list for media buyers

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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 on average, 57% of the media budget will be spent on nontraditional media, while 43% will be spent on 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.

—Kate Maddox

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