US-Mediabudgets werden umgeshiftet: klassische Medien sind die großen Verlierer.
Der Trend ist eindeutig: In den USA findet derzeit eine radikale Verlagerung der Mediabudgets statt. Raus aus den klassischen Medien, rein in Online, Mobile und wahrscheinlich, darüber gibt zumindest die aktuelle Studie des Marktforschungsunternehmens “Advertising Perceptions” nicht hinreichend Aufschluss, andere alternative Werbeformen.
So heißt es in der Studie, im Rahmen derer Mediaentscheider aus Mediaagenturen und Unternehmen befragt wurden, u. a.: “… Broadcast TV, magazines, newspapers, radio and outdoor were the categories buyers were most pessimistic about. A higher percentage of respondents said they expect to decrease their budgets in those media in the next six months than said they would increase them. Pessimism in broadcast TV and newspapers was particularly bad: 30% of respondents said they expect spending in broadcast to decrease in the next six months, and only 14% said they expect it to increase. For national newspapers, 44% of respondents said they expect to see a decline in spending, and only 10% said they expected a rise …”
Insgesamt scheint die Akzeptanz von Werbung in den USA nachzulassen. So heißt es: “… The study also found that the number of brands committed to advertising, on average, is down. The overall number of brands buyers are considering for online, TV and print buys in the next six months has fallen from 58 last year to 47 this year. The total number of brands buyers said they were committed to advertising within the next six months has fallen from 25 to 19 …”
Den vollständigen Artikel findet Ihr hier.
8.07.2008 von davidTags: Advertising Perceptions, market-research, media categories, Mediabudget, Mediaplanung
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