Industry Executives Expect All Media Advertising to Grow in 2009
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Posted by Carroll Trosclair Nov 21, 2008 |
According to the semi-annual survey by Advertiser Perceptions Inc. (API), advertising expectations for American media is at its lowest level in seven years, but all media categories are still expected to do as well or better than they did in 2008.
The survey of over 1,000 advertising marketers and media buyers in October and November 2008 indicated that 48% thought national newspaper advertising would be down in the first half of 2009 and 42% also thought local newspaper advertising would be down. About a third of the respondents projected declines for magazines, outdoor advertising, broadcast television and radio.
The numbers seem frightening, but the outlook is better when one looks at the figures for anticipated increases and standstill spending.
For instance, even though 48% of the respondents projected that national newspaper advertising would decline in the first half of 2009, another 9% projected an increase and 43% expect the spending to remain about the same. That means that 52% expect advertising in national newspapers to be better or equal to 2008, which would be a welcome development compared to the 2008 losses.
Outlook Brighter for Online, Mobile and Cable
The outlook was best for online, mobile and cable television advertising:
- Online: 68% up + 25% same = 93%.better or same.
- Mobile: 51% up + 37% same = 88%.
- Cable TV: 27% up + 49% same = 86%
Here’s how the other categories fared even though 30% to 42% projected decreases for them:
- Outdoor advertising: 17% + 54% = 71%
- Broadcast television: 16% + 51% =67%
- Radio: 16% + 49% = 65%
- Magazines: 18% + 47% = 65%
- Local newspapers: 11% + 47% = 58%
These are just opinions and some of them may already have changed. The meaning of the numbers seems to depend upon whether one is looking at the cup as half filled or half empty.