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TV is Still the Top Media Choice for Advertisers, ANA Survey Reveals

Almost Half of Marketers Have Increased TV Budgets Since 2009

NEW YORK (Oct. 24, 2011) — A survey by the ANA (Association of National Advertisers) shows that nearly half of marketers (47 percent) increased television advertising budgets since 2009. Thirty percent of respondents said that budgets remained the same, while 23 percent noted their budgets decreased. 

Television is still the top media platform for advertisers. However, 60 percent of respondents indicated that television is facing stiff competition from other media. Other threats to television advertising's effectiveness include: 

  • Fractured attention, due to surfing the internet and/or texting while watching television (57 percent)
  • Commercial avoidance due to the use of DVRs (56 percent)

At the same time, respondents identified opportunities associated with TV advertising. The top two are comparable metrics across all media, and video/commercials extending to the internet, mobile devices, etc.

The vast majority surveyed are interested in receiving individual commercial ratings (82 percent). This finding supports a recent ANA initiative that found a growing desire for reporting brand specific commercial ratings.

"There was much chatter in the past about the television medium and 30 second spot being dead, but this survey has shown that TV advertising is very much alive - perhaps even more so than in the past," said Bill Duggan, Group Executive Vice President, ANA. "Even with the risk of competition from other media platforms and the use of DVRs, there are still many opportunities for marketers to optimize TV into their marketing mix."

In regard to television and marketing strategy, survey findings suggest that there are differences between how business-to consumer marketers are leveraging TV for growth compared to business-to-business marketers. Since B2C companies tend to have a broader consumer base and a larger advertising budget, television advertising may be a more effective media channel for them. This is demonstrated by the fact that 64 percent of B2C marketers reported that their television budget has increased over the past two years, compared to 27 percent of B2B marketers. On average, more B2C marketers surveyed (36 percent) said that television advertising has become increasingly important to their marketing strategy in the past two years. By comparison, just 13 percent of B2B marketers agreed with that statement. 

This survey was conducted online by the ANA during July and August of 2011. In total, 135 client-side marketers responded. On average, respondents of this survey have 15 years of marketing experience.

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About the ANA

The ANA (Association of National Advertisers) accelerates growth for marketing professionals, brands, and the entire industry. With a mission to shape the future of marketing, the ANA sets the agenda for the industry, connecting its members to unparalleled expertise, industry-leading resources, and an influential global network. Representing over 1,600 companies — including 1,000+ client-side marketers, 600 marketing solutions providers, and 20,000 brands — ANA members collectively influence $400 billion in annual marketing spending. By championing the 12-point ANA Growth Agenda and the CMO Growth Council, the ANA drives actionable change, empowers marketers, shapes the marketing ecosystem, and delivers exceptional experiences at every touchpoint. Since 1910, the ANA has been setting the agenda for industry transformation. It enables marketers to advance their ambitions, make better decisions, and create lasting impact for their organizations and the industry.

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