Deutche Bank Survey Notes 'Slight Cuts' In Ad Budgets
July 20, 2011 at 4:37 AM (PT)
A survey conducted by DEUTSCHE BANK finds there have been only slight cuts in ad budgets in the past three months, and that 2011 continues to come back a bit better than they'd expected. BROADCASTINGCABLE.COM reports, "the cuts were driven by rises in commodities pricing, a poor labor market and disruptions to auto inventories caused by the natural disasters in JAPAN. Nevertheless buyers remain fairly optimistic about the rest of the year, including fourth-quarter scatter."
Radio fared well, but it was online that showed the biggest gains, followed by TV. "Third quarter scatter pricing is averaging mid-teen increases across all dayparts, with broadcast prime up 25%. Buyers said they expect fourth-quarter scatter to be up 10% over upfront," notes BROADCASTINGCABLE.
The brokerage lowered its 2011 ad forecast to 2.6% growth and increased its 2012 forecast to 4.5%.