TV is Still the Prime Ad Buy, but Agencies See a Changing Media Mix

STRATA-Ad-Agencies-Changing-Media-Mix-Feb201354% of advertising agencies say their clients are more interested in advertising on TV than any other medium, compared with 30% who feel the same way about digital, according to the latest quarterly survey from STRATA. But 22% find it a challenge to optimize their media mix, a 4-year high for the survey. And as seen elsewhere recently, traditional media appears to be losing the battle to digital: close to one-third of respondents believe they’ll be spending more on digital than traditional media within 1-3 years, as separate results indicate that interest in several traditional media is waning.

Notably, even spot TV, the most popular ad buy (and possibly the most effective), appears to be on the decline. In Q4, only 17% of respondents said their clients were more interested in advertising on spot TV, down 40% from a year earlier. Other traditional media seem to be in an even more severe state of decline in interest:

  • 32% are less interested in advertising on spot radio compared to a year earlier;
  • 23% are less interested in out-of-home advertising; and
  • 60% are less interested in print.

And in contrast to the 40% of respondents forecasting a decline in print advertising, a resounding 78% believe they will increase their digital advertising spending this year.

Other Findings:

  • 76% of agencies surveyed use a minimum of 3 mediums per client campaign.
  • Among digital subcategories, 80% will focus on online display, while 71% will put their attention on search and 52% on social media.

About the Data: The STRATA survey was conducted in Q4 2012 among close to 100 media buying agencies.

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