Advertising Budgets Falling
have grown somewhat more pessimistic about their plans for
increasing the shares of their advertising budget for all media, but
some media�especially online�seem to be holding up better than
which comes from the latest wave of Advertiser Perceptions
twice-annual survey of advertisers and agency media buying
executives, indicates a marked drop in the percentage of ad
executives who expect their share of ad budgets to increase over the
next six months for all the media measured.
The worst hit
of all the media, not surprisingly, were broadcast media outlets.
Only 16% of ad executives expect radio�s share of spending to
increase over the next six months, down from 26% when Advertiser
Perceptions conducted a similar study last spring, and down from 19%
when it conducted it last year.
broadcast TV, meanwhile, dropped to 22% in this survey from 29% in
each of the last two surveys.
recent study is based on the results of 2,047 ad executives who
completed an online survey in October and November 2007. The two
previous studies were conducted in April and May of 2007 and in
October and November of 2006.