Media Buyers Say Clients’ Primary Focus Remains Spot TV

STRATA-Media-Buying-Areas-of-Interest-in-Q2-Sept2014Source: STRATA

    Notes: A majority of media buying agencies surveyed in Q2 said their clients are most interested in spot and cable TV, with interest in spot TV the highest in 22 quarters of the survey. Compared to last year, a higher share of agencies surveyed also point to spot TV as a primary medium of interest, while fewer cite the internet and digital media. Those trends run in opposition to the trajectory of US ad spending in Q2, though they may be related to political ad spending.

      Related: [Debrief] TV in Context: Viewing Trends, Ad Spending, and Purchase Influence

        About the Data: STRATA conducts quarterly surveys of media buying agencies. The most recent wrapped up in the second week of July with 76 qualified respondents.