Marketers Indicate Ad Budgets Coming Under Fire

Marketers are twice as likely to say their advertising budgets will decrease in the next 6 months than increase (34% vs. 17%), finds the Association of National Advertisers (ANA) in a survey of client-side marketers, the full results of which were publicly released in April 2012. The proportion expecting budgets to decrease is 17.2% higher than 2011 (29%), and is the highest level since the mid-2009 survey. Similarly, the proportion predicting a budget increase fell 22.8% from a high of 22% in January 2011. Overall, 84% of respondents said they were currently challenged with identifying cost savings or reductions in their marketing and advertising efforts, up from 77% last year. (more…)