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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.
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