FOR THE BALANCE OF 2002, DO YOU PLAN TO SPEND

FOR THE BALANCE OF 2002, DO YOU PLAN TO SPEND MORE, LESS OR THE SAME AS LAST YEAR?

More advertisers expect to increase total media spending than not, but caution remains the byword: 47 percent indicate they will spend the same as last year.

Among total respondents, in fact, just under one in three clients expects to spend more in 2002, with 22 percent planning on spending less. Among those anticipating a spending increase, retail—not normally a major network spender like automotive or packaged goods—again led all categories with a 60 percent finding. No other category recorded a spending increase of more than 50 percent, but significant percentages of aviation/consumer durables/utilities/gas/oil/chemical (45 percent) and e-business/computers/technology (44 percent) indicated plans to spend more this year than last. One-third of respondents in three categories-—automotive, telecommunications and entertainment/publishing/services—plan to spend less.

Once again, however, most advertisers expect to hold the line on spending, especially packaged goods, with 100 percent of respondents indicating they will spend the same in 2002 over 2001. At least half of all respondents in the pharmaceutical, financial services and entertainment/publishing/services categories said spending will be flat.

Of the respondents who said they will spend more in 2002, the average estimated increase was 25 percent. Of those indicating they would spend less, the decrease was an average of 31 percent.