67% of UK advertisers intend to cut TV ad spend due to the recession: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 21, 2022, 7:43 AM GMT+0

Broadcast TV, radio, print, billboards, and posters will see the biggest marketing budget cuts. 

According to a survey by the Incorporated Society of British Advertisers (ISBA) and media investment analyst Ebiquity, 40% advertisers are cutting expenditure for their overall offline media formats. 
 
A third of advertisers are going to focus on digital formats like paid search, social channels, podcasts, music streaming, and digital screens. Another 30% said that they intend to focus on brand-building campaigns next year. Over 50% of respondents are expected to spend more on services such as ITVX, All 4, and connect TVs like Samsung. 
 
Additionally, marketing strategies will take on a short-term approach and tight deadlines. This short-term flexibility will be ideal to launch campaigns with quick bursts of brand marketing, as the need may arise. 

Discover the top organizations in your market and industry for free using BrandIndex Lite 

Read the original article 

[3 minute read] 

Explore more data & articles