TV Remains Important Media Format for Advertisers

Yesterday, I blogged about how the traditional newspaper ad model isn’t dead yet. The same can be said for TV advertising. Industry watchers acknowledge that digital continues its crawl toward dominance and eventually this media format will overtake TV. But according to STRATA analysts, the TV ad model is still important. How long will TV retain the top position?

STRATA analysts predict that another 5 years will pass before marketers spend more on digital than they do on traditional media formats. Most agencies responding to a STRATA survey noted that that they would not increase print buys this year. However, for now, over 40% of ad agencies say corporate clients want to promote products and services through TV advertising. But John Shelton, STRATA President/​CEO says, “just as radio gave way to television, we can see that TV is slowly giving way to digital.”

Part of this shift is evident in the use of social media. When agencies deploy social media campaigns for their clients, they do so at the following sites:

  • Facebook 87.5%
  • Twitter 57.1%
  • YouTube 39.3%

In addition, the majority of agencies (62.5%) handle search campaigns in-​house. The spend on digital is distributed in declining amounts as follows: Display, social media, and PPC/​Search/​SEM/​SEO.

The STRATA survey also found that 47.3% of agencies believe demand for their services increased during Q1 2010. And about 1/​3 of agencies expect to see strong growth by the end of 2010. Great news for both agencies, media companies and marketers!

[Source: STRATA Survey. Strata. 20 May 2010. Web. 23 Jun. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.