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.
Alec Baldwin Urges Judge To Stand By Dismissal Of Involuntary Manslaughter Case In “Rust” Shooting
Alec Baldwin urged a New Mexico judge on Friday to stand by her decision to skuttle his trial and dismiss an involuntary manslaughter charge against the actor in the fatal shooting of a cinematographer on the set of a Western movie.
State District Court Judge Mary Marlowe Sommer dismissed the case against Baldwin halfway through a trial in July based on the withholding of evidence by police and prosecutors from the defense in the 2021 shooting of cinematographer Halyna Hutchins on the set of the film "Rust."
The charge against Baldwin was dismissed with prejudice, meaning it can't be revived once any appeals of the decision are exhausted.
Special prosecutor Kari Morrissey recently asked the judge to reconsider, arguing that there were insufficient facts and that Baldwin's due process rights had not been violated.
Baldwin, the lead actor and co-producer on "Rust," was pointing a gun at cinematographer Halyna Hutchins during a rehearsal when it went off, killing her and wounding director Joel Souza. Baldwin has said he pulled back the hammer — but not the trigger — and the revolver fired.
The case-ending evidence was ammunition that was brought into the sheriff's office in March by a man who said it could be related to Hutchins' killing. Prosecutors said they deemed the ammunition unrelated and unimportant, while Baldwin's lawyers alleged that they "buried" it and filed a successful motion to dismiss the case.
In her decision to dismiss the Baldwin case, Marlowe Sommer described "egregious discovery violations constituting misconduct" by law enforcement and prosecutors, as well as false testimony about physical evidence by a witness during the trial.
Defense counsel says that prosecutors tried to establish a link... Read More