Media Buyers Split On TV Ad $ Shift To Digital, Anticipate Strong Demand This Upfront

Asked which direction their clients would be shifting their TV and digital ad dollars in over the next 24 months, half the respondents to a survey of top media buyers indicated they would be moving from TV to digital. 

The survey of 40 agency executives representing more than $40 billion worth of ad spending, was conducted by the equities research team at UBS in April, just before the beginning of this year’s upfronts, and found that 50% plan to shift money into digital. About half of those (26% of the total base), said it would be a “major shift.”

On the plus side for TV, the other half indicated their budgets would either be stable (39.6%) or would shift from digital into TV (10.4%).

Read the whole article here

Leave a reply

Your email address will not be published. Required fields are marked *