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If you work with a media service, does it provide planning as well as buying, or buying only?
Planning and Buying: 65%
Buying Only: 16%
Planning Only: 1%
No Answer: 18%
PLANNING & BUYING
Food & Beverage: 89%
Entertainment: 75%
Automotive: 74%
Computers: 69%
Financial Services: 40%
Pharmaceutical: 40%
Telecom: 25%
BUYING ONLY
Pharmaceutical: 60%
Telecom: 37%
Entertainment: 25%
Consumer Durables: 20%
Food & Beverages: 6%
Automotive: 4%
Computers: –
Financial Services: –
Responses were not statistically projectible for this category
Advertisers prefer to place media planning and buying responsibilities at one entity. The survey finds that more than 65 percent of respondents who work with an external media agency receive both planning and buying services from that resource.
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