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New ANA Survey: Economy Still a Concern Leading to Restrained Spending

Economy Still a Concern Leading to Restrained Spending Shows New ANA Survey

87 percent of marketers focused on cost savings and spending reductions

New York NY - Marketers are still being pressured to reduce their costs and spending in light of the economy, finds a new survey by the ANA (Association of National Advertisers).  Today, 87 percent of respondents indicated they are identifying cost savings and reductions, the same as one year ago, and only slightly improved from 93 percent six months ago.

The top four ways marketers are reducing costs and spending remain the same.

Reducing agency compensation continues to gain greater consideration by marketers.  56 percent are planning to do this today, versus 48 percent six months ago and 32 percent a year ago.

A positive note is that fewer marketers are eliminating/delaying new projects, compared with past surveys-53 percent in the most recent survey versus 58 percent six months ago and 61 percent a year ago.

"Marketing has been dramatically altered by the current economic conditions," said Bob Liodice, President and CEO of the ANA.  "Our ongoing series of recession surveys show that while marketers are consistently hopeful, the reality is that more tempered spending has become the new norm."

This third installment of ANA's recession survey follows surveys conducted in July/August 2008 and January/February 2009.  128 client-side marketers responded to this most recent survey.

Marketers' actual spending was lower than forecast in the previous survey.

Looking Ahead

Marketers are cautious about their future budgets. 17 percent are hopeful that their budgets will increase while 39 percent think that they will see reductions and 44% think they will remain the same

Full survey results are available at www.ana.net/recessionsurvey3.

About the ANA

The Association of National Advertisers leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 9,000 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 /.

 

Press Contacts:

Lesley Neadel                                   Megan Burke
CooperKatz & Co. for the ANA        CooperKatz & Co. for the ANA
lneadel@cooperkatz.com               mburke@cooperkatz.com
(917) 595-3034                                  (917) 595-3058

 

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