Ad survey: “Death of television has been greatly exaggerated”

A joint ANA (Association of National Advertisers) and Forrester Research survey of more than 100 U.S. advertisers illustrates a renewed belief in the effectiveness of TV advertising. Compared to 2010, the number of respondents who believe TV ads have become more effective in the past two years has tripled. Seventy six per cent of respondents to the ANA/Forrester study of national advertisers in the U.S. said their media budgets will remain stable this year. TV ad spending will account for 47% of media budgets, a 6% increase from reported budgets in the same 2010 survey.

Respondents also expressed a growing confidence in set-top box data that has the potential for TV ads to be targeted at specific customer groups. Seventy-two per cent of respondents believe the quality and accuracy of set-top-box data will improve in the next few years, and 47% see unique visitors/watchers as the eventual industry standard for cross-platform audience measurement. Nearly three-quarters of marketers expressed a strong interest in targeting their advertising to addressable audiences, making use of this new behavioural and demographic data to place television ads. While there is growing confidence in alternative measurements like STB data, Nielsen remains the most trusted data source for TV media purchasing decisions.

The survey shows that there is experimentation with advanced ad placements. Nearly half of respondents are testing or planning to test advanced TV ad placements in the next 12 months via platforms such as video on connected TVs. With the growth of second screens, 18% of respondents have already implemented synchronized ads, and another 31% will try out this strategy in 2012.

Digital remains a top priority for respondents. Seventy per cent plan to spend more on web ads this year, followed closely by social media and mobile. Mobile ads lead the list of video alternatives to the linear 30-second spot where respondents are likely to spend more in 2012.

“The TV business is on the precipice of change, and marketers are poised to benefit,” declares David M. Cooperstein, Vice President and Research Director at Forrester Research. “New sources of insight into consumer interests, combined with multi-tasking TV viewers, have created a new playing field upon which marketers can reach their most relevant audience.”

“This survey confirms that the death of television has been greatly exaggerated,” comments Bill Duggan, Group Executive Vice President, ANA. “Our findings shine a spotlight on the bullish attitude that advertisers have towards the medium, including passion for new TV and video platforms.”

The survey results were presented at ANA’s ‘TV & Everything Video Forum’ in New York last week. The survey was conducted during December 2011 and January 2012, covering 124 advertisers across 16 major industries.