AAF Completes Media-Investment Study
February 19, 2007 at 9:32 AM (PT)
Radio, take note: A third of all advertisers believe that the medium needs to innovate to remain competitive. The good news is that four out of five are ready to reward radio if it does.
So says the AAF Media Investment Survey 2007. For this study, the AMERICAN ADVERTISING FEDERATION (AAF) polled nearly 1,000 advertising industry leaders across agency, media, client and other sectors to find out how marketers are navigating the tumultuous media landscape. One in three said radio was a staid medium in need of innovation if it's to remain competitive. The only other media to receive more knocks for innovation: newspapers (one in two) and network TV (a hair more than one in three.)
One in three said radio was a staid medium in need of innovation if it's to remain competitive.
Here's the good news: When asked about media planning in 2007, four out of five respondents said, "I am open to new ways to use traditional media." Taken as a whole, the major finding of the study is that the increasing rate of change is resulting in a commitment to innovation and dedication to a media mix with the proper balance of traditional and emerging media
The AAF has posted a complete PowerPoint results summary on its website.