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TV advertising budgets are rising, says ANA

Marketing News |  27/02/2012
TV advertising budgets are rising, says ANAMarketers have a renewed belief in the effectiveness of television advertising, a new report has claimed.

Research conducted by the Association of National Advertisers (ANA), in conjunction with Forrester Research, found that in the last two years, the number who believe in the power of TV ads has tripled.

In addition, respondents expressed a growing confidence in set-top-box data, which has the potential for TV ads to be targeted at specific customer groups.

Almost three-quarters of those questioned expressed a strong interest in tailoring their advertising to addressable audiences, making use of this new behavioural and demographic data.

Some 76 per cent of survey respondents said they expect media advertising budgets to remain stable in 2012.

TV ad spending will account for 47 per cent of budgets, up six per cent from levels recorded in 2010, the ANA reported.

Marketers believe their agency partners are better equipped to help navigate the changing TV ad landscape than they were two years ago.

Some 62 per cent of respondents, up ten per cent on 2010, said their media agency is well-equipped in this arena.

"The TV business is on the precipice of change, and marketers are poised to benefit," said Forrester Research vice-president David M. Cooperstein.

"New sources of insight into consumer interests, combined with multitasking TV viewers, have created a new playing field upon which marketers can reach their most relevant audience," he noted.

Bill Duggan, group executive vice president at the ANA, said the survey confirms that the death of television has been greatly exaggerated.

"Our findings shine a spotlight on the bullish attitude that advertisers have towards the medium, including passion for new TV and video platforms."

Posted by Stephen Wilkinson


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