Study: Online Will Benefit from Higher Ad Budgets in 2003
Forty-five percent of the 1,092 media planning and buying executives polled by Stamford, CT-based InsightExpress expect their media buying budgets to increase in 2003. Only 18 percent expected a decrease.
The Internet will be the largest beneficiary of the increased budgets, with 36 percent of the surveyed media executives saying they will hike their online spend.
Nearly a third will allocate more money toward cable television buys and 22 percent will up radio spend, indicating that advertisers are also seeking media with highly targeted audiences.
InsightExpress also found that nearly 80 percent of all media buyers expect to be held more accountable for results this year that they were last year. A good two-thirds expect their job to be more difficult too.