TV adspend will grow by only 2% per year over the next five years according to new research by the Henley Centre.
Key conclusions of the research are:
Over 40% of advertisers believe they can cut adspend by over 4% without adversely affecting sales.
30% believe they will be spending more in TV in 1997 than they are today; 18% believe they will spend less.
Over 75% of advertisers see TV as the best medium for increasing brand awareness, but inferior to press and direct marketing in terms of its ability to directly increase sales, target effectively or provide value for money.
35% of all advertisers say that the effectiveness of TV advertising is declining.
Further details can be obtained from Eric Salama at the Henley Centre on 071 353 9961.
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