ANA survey: TV still top media choice for advertisers

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New York—An Association of National Advertisers survey released today found that 47% of marketers have boosted their TV ad budgets since 2009. Twenty percent said their budgets declined during that period. While 64% of b-to-c respondents to the survey said their TV ad budgets rose during that time frame, only 27% of b-to-b marketers said the same. Also, while 36% of b-to-c marketers said TV advertising had become increasingly important to their marketing strategy in the past two years, only 13% of b-to-b marketers agreed. Sixty percent of respondents said TV is facing stiff competition from other media. More than half of all respondents also said TV advertising is threatened by the fractured attention of viewers, who are surfing the Internet or texting while watching television, and by the avoidance of commercials through the use of DVRs. The top two advantages of TV advertising cited by respondents are comparable metrics across all media, and the ability to extend TV commercials to the Internet and mobile devices. “There was much chatter in the past about the television medium and 30-second spot being dead, but this survey has shown that TV advertising is very much alive—perhaps even more so than in the past,” said Bill Duggan, group exec VP at the ANA, in a statement. “Even with the risk of competition from other media platforms and the use of DVRs, there are still many opportunities for marketers to optimize TV into their marketing mix.” The ANA conducted the survey online in July and August; it drew 135 client-side marketers responding. Survey respondents on average had 15 years of marketing experience.
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