Six in 10 marketing executives put at least one-half of their media spending into traditional channels, according to a Gundersen Partners survey. About 45% of respondents allocated less than 10% of their budgets to new media.
Via eMarketer
September 28th, 2007 at 5:46 pm
Marketers Still Hooked on Old Media
Respondents said they were going to change their emphasis on traditional media. More than one-half of respondents planned to put 10% to 30% of their media spending into new media, and 28% planned to spend over 30%.
About 80% of respondents planned to hit their new media spending goals in two years, and more than one-third planned to achieve their ideal new media spending level within 12 months.
Asked what was holding them back, 40% cited insufficient knowledge, and one-third said they did not have enough time to evaluate new media channels.
Seven in 10 respondents said they were satisfied with traditional media measurement, and a solid 60% said they were satisfied with measurements available for new media.
Gundersen Partners surveyed 377 marketing executives online.
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