New survey results from the Association of National Advertisers show that both traditional TV and new media are doing well: 47% of marketers said they increased their TV budgets since 2009, while 23% said their TV budgets decreased. At the same time, 44% of marketers said they are creating incremental budgets for new media, up from 37% in 2007. The key takeaway may be that the number of marketers shifting funds from existing media budgets decreased to 44% from 63% in 2007.
Many marketers have increased their TV ad budgets since 2009. Yet those same marketers believe less in the effectiveness of TV advertising. A deciding factor is the ability to build mass reach quickly, coupled with a less enamoured regard for digital media.