Just 27% of media buying agencies don’t anticipate ever spending more on digital than traditional media, according to the latest quarterly survey from STRATA. That’s down 45% from last year, and represents the lowest percentage on record, per the researchers.
In particular, the gap between TV and digital is now at its lowest ever, with 44% of respondents indicating more of an interest in advertising on TV (spot TV/cable) than any other medium, compared to 35% saying the same about digital. That 9% point gap is significantly closer than the 24% point gap from STRATA’s Q4 2012 study, when 54% favored TV and 30% preferred digital. Read the rest at MarketingCharts.