A new Forrester Research/Association of National Advertisers survey, “TV Advertising Budgets are Under Siege,” looked at 104 U.S. advertisers in 21 industries, representing nearly $14 billion in measured media budgets.
The survey found that social media, web advertising and search are stealing budgets from TV and other media. Of those surveyed, 77% said they would be moving TV dollars to social media this year; 73% plan to shift money to online advertising, and 59% will be spending more on search-engine marketing and 46% on e-mail marketing.
The ANA press release and links for members to access the report.
