Marketers plan to increase ad spend for cable, online, mobile

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New York—Even as advertisers become somewhat less optimistic in the current economy, a majority still plan to increase advertising budgets online as well as on cable TV and to mobile devices.

According to the Advertiser Optimism Report by Advertiser Perceptions, 68% of media-buying decision-makers polled said they will increase their online spending over the next six months, down from the 72% who indicated the same six months ago. Twenty-seven percent said they would increase their budgets for cable TV, and 51% said they would boost their ad spend for mobile.

However, advertisers were less optimistic about other media. Just 16% said they would increase their ad spend on broadcast TV, 10% plan to boost newspaper ad budgets, and 18% anticipate increasing magazine advertising budgets.

The online study polled 1,800 advertising executives in the U.S.

—Christopher Hosford

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