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Ad execs are on the whole pessimistic about increases of their ad budgets for various media – except online – according to an Advertiser Perceptions survey of advertisers and agency media-buying executives, writes MediaPost.

The latest among twice-annual surveys found that expectations regarding broadcast media were the most pessimistic:

  • Just 16% of ad executives expect radio’s share of spending to increase over the next six months, compared with 26% who said so in the spring and 19% who said so a year earlier.
  • Just 22% of ad execs said broadcast TV ad spend would increase, down from 29% in the previous two surveys.


Ad execs were by far the most optimistic about the prospects of online ad budgets, with 76% projecting an increase over the next six months – down slightly from spring but up from the year-ago survey.

Mobile was the only other medium regarding which more than half of ad execs were optimistic.

For the survey, the execs were asked the following question: “Imagine the amount of your company’s/your client’s total advertising budget as a whole is a pie, and each of these media types is a share of the pie. In the next six months, would you expect the share spent on each to increase, decrease or stay the same as compared to the previous six months?”

About the study: The most recent Advertiser Perceptions study is based on an online survey of 2,047 ad executives conducted in October and November 2007. The previous study was conducted in April and May 2007; the year-earlier study was conducted in October and November 2006.

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