Advertisers are displaying a new found confidence in TV advertising, according to the Worldwide Partners’ Advertising Confidence Index (a network of 89 global advertising agencies.)
The body predicts that its clients will be spending the bulk of their advertising budgets on the medium this year, maintaining its allure in the face of a recent shift toward online platforms.
More surprising is the occupant of third spot, traditional print media, which despite the doomsayers still accounts for a sizeable chunk of total spend – particularly Latin America where it remains in pole position.
Al Moffatt, President and CEO of WPI, comments: “With media commentators long predicting digital will overshadow traditional media such as TV and print, our findings reveal that TV advertising is making a resurgence as brands realise it is still a strong medium for reaching a mass market.”
Agencies worldwide are reporting renewed confidence in new business, registering a positive index of 119 for the next six months – up from 106 in December.