©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
The optimism of big national advertisers has reached its highest point in two and a half years, according to a member survey released this morning by the Association of National Advertisers. Of 107 advertisers surveyed in January and February, more than three quarters (77%) say they are still being challenged to reduce their marketing spending, but that is an improvement from a year ago when 83% responded that way, and two years ago when 93% did.
The ANA said it began surveying its members three years ago to track the effect the economic recession was having on its members marketing spending.
“Over the past six months, 63% of marketers’ budgets either increased or remained the same,” the ANA reported this morning, adding, “This is a healthy improvement compared to the 54% ‘increase / remained the same’ in January 2010 and the 29% ‘ increase / remained the same’ in 2009.”