Mar 12, 2010 by Mark MaierThe Center For Media Research provides us some insight into what is happening with budgets....
"A joint ANA and Forrester Research survey of more than 100 national advertisers, representing nearly $14 billion in measured media budgets, finds that 62% say that TV advertising is less effective than it used to be. Though they still express faith in the future of the 30-second spot, they express dissatisfaction with the current measurement techniques, an interest in more targeted ads, and a desire for less ad clutter and more relevance. Respondents to the study said their TV ad spending will remain flat this year. They also reported allocating only 41% of their media budgets to television last year versus 58% in our 2008 survey. Other findings include: - 62% of respondents think that TV ads have become less effective in the past two years. Clutter is the main challenge to TV ad effectiveness: 69% of advertisers would like fewer commercials per pod.
- Only 19% of respondents believe that the 30-second spot will be dead in 10 years, down from 28% a year ago.
- 78% of respondents say they would be interested in the ability to target consumers more precisely, but only 59% would be willing to pay a premium for it.
- Nearly all advertisers who responded think that the TV industry needs new audience metrics beyond reach and frequency. 82% of respondents would be interested in ratings for individual commercials.
- 80% of advertisers agree that branded entertainment will play much more of a role in TV advertising, and 38% plan to spend more on branded advertising in 2010 as an alternative to the 30-second spot.
- 75% of respondents believe that interactive TV will be an effective source of lead generation, but only 28% plan to spend more on interactive TV ads in 2010."
- What are marketers focussed on? Top of Mind Awareness or Price and Item advertising? Are marketers going toward the 62% who shop top of mind now or the 38% who shop price and item?....
"56% of respondents' online budgets were more than $500k in 2008. 73% were over $500k in 2009
In 2009, 37.9% of the respondents spent between $1-5 million per quarter on online advertising, 15.2% of respondents spent $5-20 million per quarter, and 5.9% spent more than $20 million per quarter on online advertising 83% of respondents allocate 50% or more of their budget to branding vs. direct response 69% of media planners and agencies now use online advertising networks, compared to only 45% who were using ad networks regularly "
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