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Ad Agency Use Of Traditional Media [CHART]


Digital may be getting most of the buzz these days, but many leading ad agencies aren’t forgetting about the value of traditional media, details STRATA in May 2012 survey results. TV remains the top advertising choice for 54% of the respondents (the highest proportion since Q1 2009), more than double the proportion citing digital to be their top medium (24%). And although an impressive 79% of respondents are more focused on digital compared to a year ago, some are also getting more excited about traditional media: 30% are more focused on out-of-home (OOH), with spot TV (26%), radio (25%), and even print (11%) seeing an increased level of attention from a significant proportion of agencies. Overall, although 21% of agencies feel that they will spend more on digital than traditional some time in the next 1-3 years, 46% say their digital spend will never overtake their traditional media spend. This is a significant jump from 38% of respondents in Q4 2011 who felt that way, and comes after March 2012 survey results from DataXu revealed that almost three-quarters of enterprise decision makers report a shift in budgets from traditional advertising to digital in the past year. Read the rest at Marketing Charts.