Television remains the leading advertising choice among major brands, with 41.8 percent of ad agencies saying their corporate clients are more focused on TV than any other medium.

While corporations regard TV as their top advertising choice, the number of ad agencies reporting this to STRATA – which surveyed them in the first quarter of 2010 – was down by 27 percent compared with a year ago.
As you might imagine, brands are shifting ad dollars from TV to the Internet. STRATA, which provides media buying software, reports that 68 percent of ad agencies say their corporate clients are more focused on digital advertising than they were a year ago.

Said STRATA President and CEO, John Shelton:

“To advertisers, TV still matters. But just as radio gave way to television, we can see that TV is slowly giving way to digital. The good news for TV stations and networks — for now – is that they remain the dominant medium. Our survey taps into the perception that digital has its limitations in reach and effectiveness and must still be used with traditional media like TV. But the trend is clear.”

Meanwhile, nearly 40 percent of ad agencies believe it will be at least five years before they spend more on digital media than traditional media, including broadcast and print.

Five years doesn’t seem that far away… if it takes that long…

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This entry was posted on Monday, June 7th, 2010 at 8:02 am and is filed under Digital Media, News and Comment, Online Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.