Competition for Ad Budgets Getting Fiercer
The media industry hypercompetition is thy name. A new study suggests that competition for ad dollars is going to be even fiercer in the months ahead. The study, the Media Economy Report, which was released by Advertisers Perceptions, finds that U.S. ad executives are expanding the number of “media brands” they are considering to buy in the next six months to an overall total of 53 from 46 in API’s last survey in the Spring and 48 in its Fall 2007 survey last year, per MediaPost. The study, which surveyed more than 1,000 advertisers and agency executives, found that the average number of online media brands being considered has grown to 18 from 14 last Spring and 17 last year.
Matthew Schwartz is Senior Editor of ScribeMedia.org and host of the WebTV series, From Print to Digital.
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