A survey by the ANA (Association of National Advertisers) shows that nearly half of marketers (47 percent) increased television advertising budgets since 2009. Thirty percent of respondents said that budgets remained the same, while 23 percent noted their budgets decreased.
Television is still the top media platform for advertisers. However, 60 percent of respondents indicated that television is facing stiff competition from other media. Other threats to television advertising’s effectiveness include: Fractured attention, due to surfing the Internet and/or texting while watching television (57 percent); and commercial avoidance due to the use of DVRs (56 percent)
At the same time, respondents identified opportunities associated with TV advertising. The top two are comparable metrics across all media, and video/commercials extending to the Internet, mobile devices, etc.
The vast majority surveyed are interested in receiving individual commercial ratings (82 percent). This finding supports a recent ANA initiative that found a growing desire for reporting brand specific commercial ratings.
“There was much chatter in the past about the television medium and 30 second spot being dead, but this survey has shown that TV advertising is very much alive–perhaps even more so than in the past,” said Bill Duggan, group executive VP, ANA. “Even with the risk of competition from other media platforms and the use of DVRs, there are still many opportunities for marketers to optimize TV into their marketing mix.”
In regard to television and marketing strategy, survey findings suggest that there are differences between how business-to consumer marketers are leveraging TV for growth compared to business-to-business marketers. Since B-to-C companies tend to have a broader consumer base and a larger advertising budget, television advertising may be a more effective media channel for them. This is demonstrated by the fact that 64 percent of B-to-C marketers reported that their television budget has increased over the past two years, compared to 27 percent of B-to-B marketers. On average, more B-to-C marketers surveyed (36 percent) said that television advertising has become increasingly important to their marketing strategy in the past two years. By comparison, just 13 percent of B-to-B marketers agreed with that statement.
This survey was conducted online by the ANA during July and August of 2011. In total, 135 client-side marketers responded. On average, respondents of this survey have 15 years of marketing experience.
Utah Leaders and Locals Rally To Keep Sundance Film Festival In The State
With the 2025 Sundance Film Festival underway, Utah leaders, locals and longtime attendees are making a final push — one that could include paying millions of dollars — to keep the world-renowned film festival as its directors consider uprooting.
Thousands of festivalgoers affixed bright yellow stickers to their winter coats that read "Keep Sundance in Utah" in a last-ditch effort to convince festival leadership and state officials to keep it in Park City, its home of 41 years.
Gov. Spencer Cox said previously that Utah would not throw as much money at the festival as other states hoping to lure it away. Now his office is urging the Legislature to carve out $3 million for Sundance in the state budget, weeks before the independent film festival is expected to pick a home for the next decade.
It could retain a small presence in picturesque Park City and center itself in nearby Salt Lake City, or move to another finalist — Cincinnati, Ohio, or Boulder, Colorado — beginning in 2027.
"Sundance is Utah, and Utah is Sundance. You can't really separate those two," Cox said. "This is your home, and we desperately hope it will be your home forever."
Last year's festival generated about $132 million for the state of Utah, according to Sundance's 2024 economic impact report.
Festival Director Eugene Hernandez told reporters last week that they had not made a final decision. An announcement is expected this year by early spring.
Colorado is trying to further sweeten its offer. The state is considering legislation giving up to $34 million in tax incentives to film festivals like Sundance through 2036 — on top of the $1.5 million in funds already approved to lure the Utah festival to its neighboring... Read More