Marketers, Not Agencies, More Likely to Favor Traditional Media- Print

Marketers More Bullish Than Agencies on Traditional Media Spend

greater proportion of marketers than agencies believe that spending on
traditional media such as direct mail (25% vs. 17%), print (22% vs. 8%),
and radio (18% vs. 3%) will increase this year as compared to 2011,
with the proportions expecting spend to increase on TV relatively on
par, according to a survey released in January 2012 by RSW/US.
And although the survey shows that increases in digital media spending
will outpace that of traditional media, marketers’ planned increases do
not appear to match agency expectations: a higher proportion of agencies
than marketers expect spending to increase in social media (89% vs.
63%), mobile (72% vs. 46%), SEO (66% vs. 48%), and banner advertising
(55% vs. 30%).

According to December 2011 figures from Kantar Media, outdoor (3.2%), TV (3.2%), and radio (1.1%) led all media in Q3 2011 year-over-year ad spend gains, while internet and newspaper ad spending declined 2.9% and 3.7%, respectively.



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