Media advertising is hanging tough in the battle to rebuild its share of marketers’ budgets.

According to the 19th Annual Survey of Promotional Practices, sponsored by Cox Direct in Largo, Fla., media advertising last year accounted for 27.4 percent of promotional dollars spent by packaged goods marketers. That’s still below the 34 percent share advertising received in 1986, but it continues the gains made since media hit bottom at 24 percent in 1994.

Trade promotions still eat the largest share of the budget pie: 47.7 percent in 1996. But that’s down from a 48.7 percent share in 1995.

Picking up steam is consumer promotion, which gained a point to reach a 24.9 percent share in 1996.

The good news for agencies is that 53 percent of the marketers surveyed said they expect media advertising spending to increase in 1997. Only 14 percent expected a rise in trade spending; 34 percent forecast increased consumer promotion spending.

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED