28% of small- and medium-sized businesses said word of mouth was their most effective, up from 26% the previous year.
US ad spending grew by just 0.3% year-over-year in the third quarter to reach $33.7 billion, with year-to-date growth slowing to 2.2%.
Organic search remains the leading method by which US adults find online information and websites.
US adults with household income of at least $75,000 are more likely to have seen or heard a range of advertising forms than the average American adult.
TV ads have the broadest reach among upscale Boomers (those aged 50-68 with household income of at least $75k).
Digital circulars have more of an influence on parents’ in-store food and beverage product decisions than a variety of other advertising types.
Inserts and circulars from Sunday newspapers were the No. 1 source used to find coupons in the past 30 days, cited by 61% of adults who used coupons.
39% of US adult internet users favored newspapers for receiving ad inserts and fliers, compared with just 21% who preferred the web.
Digital media is expected to account for a majority 55.7% share of auto manufacturers’ ad spending next year, up from 44.9% share this year.
Mobile is the fastest-growing advertising medium around the world.