The avalanche of advertising that comes with the political season will end soon, followed by a period of uncertainty. That is a key finding of the latest STRATA quarterly survey of leading advertising agencies. While TV stations are seeing an influx of spending by agencies, 47% of media buyers polled say their clients are waiting until after the elections to advertise in order to avoid competing with political buys. The finding suggests advertisers are concerned about future costs.
The latest findings demonstrate a significant shift from the second quarter when a majority of agencies polled were willing to compete with political advertisers, and only 18% said they would wait to advertise until after the elections.
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