Ad demand survey tells the story

In its unique, annual survey of media ad buyers, MediaPost and InsightExpress paint a rather clear picture of what’s happening on the advertising landscape, and it should surprise no one. 74% of ad buyers say their demand for online advertising had increased from a year earlier, while 25% said the demand of network TV advertising had decreased.

This is one of the most important surveys to come along every year, because it speaks to the people who actually do the buying.

How has your demand for the following media changed relative to the same point a year ago:

 
----Increased- -Stayed Same- -Decreased----
12/03 12/04 12/03 12/04 12/03 12/04
Online 65% 74% 26% 20% 9% 6%
Cable 50% 51% 36% 40% 14% 9%
Radio 46% 28% 43% 53% 11% 19%
Outdoor 38% 24% 43% 56% 19% 20%
Magazines 27% 27% 43% 51% 30% 22%
Network TV 19% 20% 57% 55% 24% 25%
Newspapers 24% 31% 49% 50% 27% 19%


Source: MediaPost advisory panel. Conducted online via InsightExpress.
Base: December ’03 = 195; December ’04 = 100.

Note the demand increase for newspapers and that the lowest demand increase is for network TV.

This is just more evidence of what’s happening in the marketplace and why broadcasters need to get far outside the box in order to continue profitability downstream.

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