Ad execs pessimistic about spending except for online

Most US advertising executives are pessimistic about increases to their budgets for nearly all media except the internet, it has emerged.

This is according to an online survey of advertisers and agency media-buying executives, carried out by media intelligence and research company Advertiser Perceptions in October and November 2007.

According to the data, a mere 22 per cent of participants anticipated spend on TV advertising to increase over the next six months, while only 16 per cent projected an increase for radio ad spend.

Both these figures represent a decrease in percentages obtained from previous surveys.

By contrast, advertising executives were far more optimistic about spending for online advertising, with 76 per cent forecasting an increase over the next six months.

Participants also displayed some confidence in increased budgets for mobile ad spend, with just over half (55 per cent) predicting this would rise.

According to marketing information provider TNS Media Intelligence, total US advertising spending will increase by 4.2 per cent in 2008.

© Adfero Ltd