According to Advertiser Perceptions twice annual survey of advertisers and agency media buying executives, executives in the dumps about their plans for “increasing the shares of their advertising budget for all media” save online media.
Are you shocked? Yeah. Thought not. Apparently, ad executives are most in the dumps about broadcast media outlets.
“Only 16% of ad executives expect radio’s share of spending to increase over the next six months, down from 26% last spring, and down from 19% when it conducted it last year. Optimism for broadcast TV, meanwhile, dropped to dropped 22% in this survey from 29% in each of the last two surveys.”
See the all the results with a handy graph here.
We’re not sure why people do these types of surveys. What a waste of time. What happens to the results of these surveys? Who do they benefit? Everyone who works in an agency is well aware of the fears and doubts running across our business over the last two years or so. You don’t need some expensive survey to tell you that.
Meanwhile, Lehman Brothers has a bright outlook on the business.
“Lehman says four European agency owners — WPP, Publicis, Havas and Aegis — are among the publicly traded media companies with the biggest upside potential in their share prices this year. The agencies are actually less exposed to the possibility of a decline in ad spending than some advertising-dependent media owners, Lehman says, given that they are merely middlemen for that spending.”
So go figure.