Adweek Media Survey

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Which area of media is mostcritical to the success of your advertising?

Media Planning Expertise: 53%
Buying Clout: 39%
Media Research Resources: 7%
No Answer: 1%

MEDIA PLANNING
Financial Services: 86%
Pharmaceuticals: 73%
Telecommunications: 62%
Automotive: 52%
Entertainment: 50%
Food & Beverage: 48%
Computers: 36%
Consumer Durables: 20%

BUYING
Computers: 64%
Consumer Durables: 60%
Food & Beverage: 44%
Entertainment: 38%
Telecom: 31%
Automotive: 30%
Pharmaceutical: 27%
Financial Services: 14%

Clients may be divided over why a separate media service is desirable, but they show considerable agreement over what they consider the most important factor in the success of their paid media efforts.

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