Many clients and agencies in the US are anticipating a rise in ad spending during 2003, according to the latest Advertising Confidence Survey from Jack Myers Report.
Myers questioned 225 media and advertising executives on spending levels in 29 separate categories and found that individuals had the most faith in cable television. Over half of those surveyed indicated that they expect to increase spending on network cable while only 6% forecast decreases.
There is less confidence in network broadcast TV with only 35% of respondents anticipating a rise in adspend but the index rank of 61.2 is still healthy. Radio advertising continues to be viewed favourably and despite general uncertainty over the effectiveness of internet campaigns, only 27% expect to reduce spending on banner ads.
The survey results show that trade and consumer magazines may experience a small increase in advertising revenues next year. However local and national newspapers languish at the bottom end of the confidence table and over a fifth of those questioned believe that spending will fall below 2002 levels.
As well as surveying client executives, Myers gauged opinion in US advertising agencies and the results were not dissimilar. The only major discrepancy concerned outdoor media which had an index rank of just over 50 amongst clients but is projected to experience an increase in revenues by more than a third of senior agency professionals. By contrast, agency respondents showed less confidence in network television and online advertising than clients.
| US Advertiser Confidence Index |
| |
|
|
| |
Index Rank |
| Medium |
Client |
Agency |
| Network Cable TV |
75.0 |
63.2 |
| Internet Targeted Sites |
67.9 |
62.7 |
| Loyalty Marketing |
66.7 |
61.9 |
| Database Marketing |
65.5 |
69.4 |
| Sales Promotion |
63.1 |
64.5 |
| Promotional Tie-Ins |
62.2 |
72.7 |
| Direct Marketing/Mail |
61.6 |
59.8 |
| Integrated Packages With Multimedia Suppliers |
61.5 |
52.2 |
| Network Broadcast TV |
61.2 |
53.3 |
| Local Radio |
60.6 |
61.1 |
| National Spot Cable TV |
60.0 |
60.0 |
| E-Commerce |
58.8 |
55.4 |
| Local Broadcast TV |
57.6 |
61.8 |
| Network Radio |
57.1 |
49.2 |
| National Spot Broadcast TV |
56.7 |
57.6 |
| Direct Response Advertising |
56.4 |
68.6 |
| Event Sponsorship |
56.0 |
53.1 |
| Trade Magazines |
55.4 |
48.5 |
| CO-OP Media/Vendor Support |
54.8 |
64.8 |
| Internet Sponsorship |
54.7 |
54.0 |
| Internet Banner Ads |
54.6 |
44.7 |
| Consumer Magazines |
54.0 |
50.0 |
| Placed Based Media |
52.5 |
66.1 |
| Local Cable TV |
52.2 |
61.3 |
| Syndicated TV |
51.2 |
51.4 |
| Outdoor Media |
51.1 |
63.9 |
| Local Newspapers |
47.8 |
47.1 |
| National Newspapers |
47.7 |
44.5 |
| Interactive TV |
47.6 |
49.1 |
| Average |
57.6 |
57.6 |
| Jack Myers Report, September 2002 |
