2011
October 21st, 2011 | Read more articles from 2011 or Visit the News ArchiveAgency survey sees rising local cable ad interest
Originally appearing on zonewire.net on October 21, 2011 by Stewart Schley
Some encouraging words today for the local cable ad business, courtesy of ad-buying software provider STRATA, as the company’s quarterly survey of U.S. agencies found a rising focus on local television in general and local cable in particular.
STRATA said 31% of agency respondents said they’re focusing more on local cable advertising than they were a year ago. That’s up 13% from the number of respondents who cited local cable as a main focus a year ago. The heightened attention to local cable dovetails with a general emphasis on local television, which remains the No. 1 medium for ad buyers, edging out digital media 35% to 34%. (We’re awaiting word on the total number of respondents and will update this post as soon as we know. Updated: Strata, which polls CEOs, presidents and directors of ad agencies, said 84 individuals responded to the latest of its quarterly surveys.)
Not all the news was rosy, though, as 24% of buyers said they’d cut local TV spending if client budgets shrink. Only print media would fare worse, with 52% saying they’d trim print budgets.
Other findings from the survey of ad-agency buyers:
52% of respondents said their business is increasing compared to the same time last year
The auto category remains soft, with 30% of agencies saying their auto clients are reducing ad budgets
Social media is trending upward, with 89% saying they’ll integrate Facebook into their campaigns, up 10% from a prior-quarter survey
There’s mixed sentiment about digital, with 20% of respondents saying they anticipate spending more on digital media than traditional media in 2-3 years, but 36% saying they’ll never spend more…
