Ad Agency Outlook, Q3 2012 [TABLE]
The onslaught of political advertising has left many non-political media buyers deciding to take a back seat until after the election, finds STRATA in the latest installment of its quarterly survey of leading advertising agencies. 47% of non-political ad buyers polled said their clients are waiting until after the election to advertise so as to avoid competing with political ad buys. That’s a sea change from Q2, when just 18% of non-political media buyers said the same.
STRATA suggests this means that media buyers are becoming increasingly concerned about costs, yet lack of available inventory is another challenge. In fact, according to data reported by Adweek, political ad spending on local TV had already topped the $1 billion mark by the end of September, and another $688 million had been spent in October by the 21st alone. Read the rest at MarketingCharts.