International. 47% of marketers have increased their budget for television advertising in recent years, as revealed by the study conducted by the Association of National Advertisers (ANA).
On the other hand, 30% of respondents said that the budget remained the same, while 23% indicated that in their companies it had been cut. The research compared investment in this area in 2009 compared to 2011, in an online survey of about 135 marketing professionals.
Among the conclusions reached, it is highlighted that for them television is still the main media platform for advertising, although 60% admit that there is stiff competition from other media. They also point out that there are threats that affect the effectiveness of advertising.
In this regard, 57 per cent indicated as the main reason the tendency to fragmented attention, due to browsing the Internet or sending text messages while watching television; and secondly the ability to avoid commercials with the use of DVR obtained 56% of the opinions.
But not everything is negative, those same trends present future opportunities such as having comparable metrics in all media, as well as videos or commercials extending to the Internet and mobile devices, among others.
"There's been a lot of talk in the past about the death of television advertising, but this study has shown that this field is very much alive, even perhaps more so than in the past," said Bill Duggan, vice president of ANA's executive group.
"Even with the risk of competition with other platforms and the use of DVRs, there are many opportunities for marketers to optimize the use of TV in their marketing mix," he concluded.
