2013 ANA Recession Survey Reveals Marketers Continuing to Employ Cost Savings and Reductions

NEW YORK – April 1, 2013 – A vast majority of marketers (82 percent) continue to push for cost savings and marketing budget reductions, according to the seventh edition of the ANA (Association of National Advertisers) Recession Survey.

Of the 82 percent who are eyeing productivity savings, two thirds plan to reduce their marketing budgets by up to 10 percent this year, which is comparable to 2012. This is somewhat more favorable than the low point of the recession in 2009, where nearly two-thirds (62 percent) said that they planned to reduce budgets by 11 percent or more.

The industry can expect to see continued pressure on budgets in coming years, despite improvements to the economy, demonstrating a ‘new normal.’ While 44 percent of marketers saw their budgets decrease over the past six months, more than half (56 percent) believe their budgets will stay the same over the next six months.

“The ‘new normal’ for marketers is an environment that challenges brands to grow earnings through improved marketing effectiveness and increased spending efficiencies to cut costs,” said Bob Liodice, ANA’s president and CEO. “Companies expect technology, expanding media platforms and better decision making to better enable marketers to pursue earnings growth objectives.”

Marketers are continuing to challenge their agencies to lower costs. However, only 15 percent plan to decrease agency compensation. This is a significant decrease from 2009 when 56 percent of marketers responded this way.

Marketers will focus on other means to lower costs and expenditures, including reductions on:

  • Travel (58 percent)
  • Internal agency expenses (55 percent)
  • Advertising campaign media budgets (46 percent)
  • New projects (44 percent)

The study marks the seventh occasion the ANA polled its members to investigate the fiscal focus of the marketing industry post-recession. This study was fielded online in January 2013. Respondents included 120 client-side marketers.


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 more than 500 companies with 10,000 brands that collectively spend over $250 billion in marketing 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.


Press Contacts:

Luna Newton

CooperKatz & Co. for the ANA



Marcus Hardy

CooperKatz & Co. for the ANA