Survey: Marketers optimistic despite continuing budget restraints

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New York—Although marketers are still being pressured to reduce costs and spending, such reductions are easing and there are new signs of optimism, according to a survey conducted by the Association of National Advertisers.

According to the “ANA Recession Survey, 4th Edition,” 83% of respondents said they continue to be pressured to seek marketing cost savings. That was down from the 87% who were challenged to do so last summer, and the 93% a year ago.

For the rest of this year, the majority of marketers (59%) forecast no change in spending, and 19% foresee budget increases. The remaining 22% expect future budget reductions, down from the 39% who indicated looming budget cuts last summer.

The online poll of ANA members took place in January and received 143 responses.

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