Past Surveys

2013

2012

  • January-2012 Recession Survey, 6th Edition: For the sixth time, ANA has surveyed its members to determine how marketing and advertising budgets are being affected by economic conditions. Data from the 2012 survey shows that marketers continue to see a push to reduce their budgets, and are still being affected by the economy. Marketing budget reductions are not as severe in 2012 as they were in 2009, but the reductions are higher than last year (2011).
  • February-Global Agency Compensation Survey: This survey's objective is to better understand how globalsho agency compensation is structured, identify key trends in methods of payment, and compare how performance-based compensation is structured globally versus nationally. Survey results were debuted at the ANA Advertising Financial Management Conference.
  • March-Q1 Member Benchmarking Survey: Member benchmarking surveys are conducted quarterly and are based on questions posed by ANA members. The Q1 survey covers the following key topics: agency relations, production management, agency compensation, shopper marketing, and marketing organization. One key finding from this survey is that more brand teams at B-to-C companies report to the CMO (86%) than do brand teams at B-to-B companies (61%). All respondents who work for companies with an annual U.S. ad budget of more than $100 million said their brand teams report to the CMO.
  • April-Digital/Social Survey: The 2012 Digital/Social Survey was created to better understand the use of digital and social media for marketing initiatives, marketers’ usage and confidence in related metrics/ROI processes as well as responsibility and management of these newer media platforms within companies. Three newer media platforms have grown significantly in use in the past five years, according to those surveyed. The great majority of marketers are currently using social media, viral video (e.g., YouTube), and mobile marketing to reach their customers (90%, 80%, and 74%, respectively).
  • May-Q2 Member Benchmarking Survey: Member benchmarking surveys are conducted quarterly and are based on questions posed by ANA members. The Q2 survey covers the following key topics: marketing accountability, media, and marketing financial management. An interesting finding from this survey is that 67% of marketers surveyed indicated they are currently using out-of-home media (e.g., billboards, cinema, transit/airport ads, kiosks, skywriting) in their marketing mix. Use of out-of-home media skews towards firms with larger revenues and ad budgets.
  • June-Multicultural Marketing and Newer Media Survey, 3rd Edition: The 2012 Multicultural Marketing and Newer Media Survey includes ANA members' questions related to newer media and multicultural marketing strategies. Survey results may be shared at the ANA Multicultural & Diversity Conference.
  • July-Evolution Of The CMO & Marketing Team Survey: The purpose of this survey is to understand the ever-changing role of CMOs and marketing teams. The survey covers five marketing topics: marketing accountability, budgeting, analytics/consumer insights, technology, and agency management. Survey results will be discussed during the CMO Roundtable session at the ANA Masters of Marketing Annual Conference.
  • August-Q3 Member Benchmarking Survey: Member benchmarking surveys are conducted quarterly and are based on questions posed by ANA members. The Q3 survey covers the following key topics: media, marketing organization, procurement and shopper marketing.  An interesting finding from this survey is that, when choosing a supplier, “price” (89%) and “quality of service” (89%) are valued by the largest number of respondents.
  • September-ANA/MediaVest Mobile Marketing Survey: The objective of this survey was to gain critical insights into how companies are currently using mobile marketing initiatives; to identify issues, trends, and developments that will inform decision-making; and help provide benchmarks that will improve marketers’ ability to determine success in this area. Results were shared at the ANA Mobile Marketing Conference.
  • October-Global Brand Equity Survey: The 2012 Global Brand Equity Survey includes questions related to brand building in a global market.
  • November-Q4 Member Benchmarking Survey: Member benchmarking surveys are conducted quarterly and are based on questions posed by ANA members. The Q4 survey covers the following key topics: digital marketing, supplier diversity, integrated marketing, agency compensation, and consumer marketing spend measurement. An interesting finding from this survey is that, over 75% of those surveyed say that their marketing department has an integrated marketing (IM) team function.
  • December-Marketers' Top Concerns Survey: For the past several years, the ANA has conducted a survey among senior marketers asking them to identify the top concerns facing the marketing industry in the upcoming year. The 2011 survey findings show that marketers have a variety of concerns moving into 2012, many around newer media and measurement. 

2011

  • January-ANA Recession Survey, 5th Edition: For the fifth time, ANA has surveyed its members to determine how marketing and advertising budgets are being affected by economic conditions. In this latest edition of the Recession survey, 77% of marketers report that they continue to be challenged to reduce spending across their marketing and advertising efforts, representing a decrease from previous surveys on the topic.
  • January-Trends in Digital Agency Compensation: This survey is used to establish benchmarks regarding marketers' agency engagement and compensation best practices in the burgeoning area of digital marketing. The 2011 survey results suggest that digital agency compensation methods are more similar to traditional agency methods than they are different.
  • February-Q1 Member Benchmarking Survey: Member benchmarking surveys are conducted quarterly and are based on questions posed by ANA members. The Q1 survey covers the following key topics: agency relations, brand building, marketing organization, digital marketing, and marketing technology.
  • March-Marketing Organization: ANA, Booz & Company, and Korn/Ferry International conducted a survey of 350 senior marketing professionals to find out how the role of marketing is evolving at their companies in response to changes in the marketing and media ecosystem. Findings reveal that most are trying to tackle challenges by spreading their bets across a variety of capabilities—a multipronged approach that is exacerbating funding, talent, and other resource constraints.
  • April-Branded Entertainment, 3rd Edition: This survey focused on the measurement, funding, and management of branded entertainment. Findings reveal that branded entertainment is a common marketing strategy for many companies—63% surveyed report that their firm has participated in branded entertainment projects in the past year.
  • May-Q2 Member Benchmarking Survey: Member benchmarking surveys are conducted quarterly and are based on questions posed by ANA members. The Q2 survey covers the following key topics: production management, business-to-business, digital marketing, agency relations, social media, marketing technology, sponsorship, and marketing organization.
  • June-Newer Media, 3rd Edition:  This survey addressed marketers' usage of new media, spending, measurement, resource allocation, and integration with other elements of the communications mix. The newer media platforms that had the greatest increase in use over the past four years include social networks/social media (20% in 2007 versus 89% in 2011), mobile (28% in 2007 versus 75% in 2011), and viral video/YouTube (25% in 2007 versus 64% in 2011).
  • July-Leveraging Television for Growth: ANA created a survey to understand how client-side marketers view television as a marketing tool and where opportunities for growth exist in the future. A key opportunity identified by marketers is the enhancement of comparable metrics across all media so that marketers can perfect their marketing mix.
  • August-Q3 Member Benchmarking Survey: Member benchmarking surveys are conducted quarterly and are based on questions posed by ANA members. The Q3 survey covers the following topics: agency compensation, agency relations, interactive/addressable TV, and social media.
  • September-Integrated Marketing, 4th Edition: Several key issues are explored in this survey, including optimizing the marketing mix, integrating messages across the marketing spectrum, managing multiple communications partners, and measurement of the effectiveness of each medium individually and the mix as a whole. Survey results indicate that the quality of IM programs is at an all-time high compared to past ANA survey data. The perceived increase in IM efforts may be attributed to the increased use of newer media platforms that allow enhanced targeting and richer metrics.
  • October-Top Concerns for Marketers, 6th Edition: Findings show that marketers have a variety of concerns moving into 2012, many around newer media and measurement. The majority of marketers say that their goals are clearly linked to business goals and objectives. However, 59% of marketers surveyed do not feel they have the tools to measure the relative contribution of their marketing elements. More than 70% surveyed say they do not have a library of best practices or templates. Also, there is a general lack of understanding of both mobile and social media, including how to integrate those efforts into the overall marketing plan. Only one-fourth of marketers surveyed say their digital initiatives are driven by clear brand strategies.
  • November-Q4 Member Benchmarking Survey: Member benchmarking surveys are conducted quarterly and are designed to take the pulse of the marketing community on a range of topics. One key finding from this survey is that the majority of marketers surveyed said that for global buys, media volume rebates get sent back to them (63%). This skews higher among marketers who work for companies with smaller revenues and/or advertising budgets. Seventeen percent of marketers surveyed said that for global buys, media volume rebates stay with the agency. This skews higher among marketers who work for companies with larger revenues and/or advertising budgets. 
  • December-ANA/Forrester TV Survey, 6th Edition: 2011 was a year of pivotal change for TV. Marketers are more optimistic about TV's effectiveness. Due to new innovations in TV advertising and increased TV viewership, the percentage of marketers who feel that TV ads have gotten more effective went up threefold from 7% in 2010 to 21% in 2012. Only 38% percent of marketers feel that TV ads have gotten less effective, down from the 62% who felt that way in 2010. There is a renewed confidence in TV. Marketers are aware of audience fragmentation and media multitasking, but they understand that no single media channel compares with TV for reaching the audience and making their brand top of mind for their desired customers.