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ANA/Forrester Survey: TV Advertising Effectiveness Is On The Upswing

Cambridge, Mass., February 16, 2012 - A joint ANA (Association of National Advertisers) and Forrester Research, Inc. (Nasdaq: FORR) survey of more than 100 national advertisers illustrates a renewed belief in the effectiveness of television advertising. Compared to 2010, the number of respondents who believe TV ads have become more effective in the past two years has tripled. In addition, respondents express a growing confidence in set-top box data that has the potential for TV ads to be targeted at specific customer groups. In fact, nearly three-quarters of marketers expressed a strong interest in targeting their advertising to addressable audiences, making use of this new behavioral and demographic data to place television ads.

Seventy-six percent of respondents to the ANA/Forrester study of national advertisers said their media budgets will remain stable this year. TV ad spending will account for 47 percent of media budgets, a 6 percent increase from reported budgets in our 2010 survey. Other findings include:

"The TV business is on the precipice of change, and marketers are poised to benefit," said Forrester Research Vice President and Research Director David M. Cooperstein. "New sources of insight into consumer interests, combined with multitasking 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," said 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 will be presented at the ANA's TV & Everything Video Forum in New York on February 16, 2012. Respondents to the ANA/Forrester survey include 124 advertisers across 16 major industries. The survey was conducted during December 2011 and January 2012.

Full survey results will be available to ANA members and select Forrester clients in an upcoming Forrester report entitled "TV Effectiveness Is On The Upswing."

About Forrester Research

Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology. Forrester works with professionals in 19 key roles at major companies providing proprietary research, customer insight, consulting, events, and peer-to-peer executive programs. For more than 28 years, Forrester has been making IT, marketing, and technology industry leaders successful every day. For more information, visit http://www.forrester.com/.

About the ANA

Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 10,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit http://www.ana.net/, follow us on Twitter, join us on Facebook, or visit our YouTube channel.

© 2012, Forrester Research, Inc. All rights reserved. Forrester is a trademark of Forrester Research, Inc.

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