ISBA Survey Shows Advertisers Want More Media Research
According to a survey conducted by Incorporated Society of British Advertisers (ISBA), advertisers are spending more of their money on media research to supplement existing research currently provided by the industry. 74% of the respondents stated that they were carrying out superstructural media research, with 62% regarding it as an ongoing investment.
Some of the other key findings of the survey were:
28% were conducting work to determine more about media consumption, for example the effect of position in break or programme environment.
21% claim to be conducting work into the effect of space size or position withing publications.
65% are undertaking media auditing projects.
Bob Wootton, director of media and advertising affair at ISBA said: “This survey provides quantitative evidence that advertisers want to know more and are prepared to pay for that information.”
ISBA: 0171 499 7502
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