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Fast Facts >> Ad Forecasts/Projections

Ad Spending Confidence Falls for Most Media

Advertiser Perceptions Inc. surveyed more than 1,000 marketers and media buyers -- those who are responsible for recommending and/or approving ad budgets -- on their expectations for the ad spending over the next six months.

The results of the Fall 2008 edition of the semi-annual API Advertiser Optimism Report:

Ad Budgets Changes Expected Over the Next 6 Months as Reported by Ad Executives in October/November 2008
	Increase	Same	Decrease
Online	68%	25%	7%
Mobile	51%	37%	12%
Cable TV	27%	49%	24%
Magazines	18%	47%	35%
Outdoor	17%	54%	30%
Broadcast TV	16%	51%	33%
Radio	16%	49%	35%
Local Newspapers	11%	47%	42%
National Newspapers	9%	43%	48%

For more see Ad Age's Marketers to Up Spending in Cable, Online, Mobile in Next 6 Months, published November 19, 2008.

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