2011
November 22nd, 2011 | Read more articles from 2011 or Visit the News ArchiveDigital Passes Spot Radio For Holiday Ad Buys, Says STRATA Survey
Originally appearing at All Access, (affiliated with MediaBase) on November 22, 2011
A new STRATA “flash survey” confirms digital media is set to have a strong holiday advertising season. MEDIAPOST reports, “While spot broadcast and cable TV remains #1 among for holiday-oriented advertisers, Internet/digital ranks #2, displacing spot radio, which falls to the #3 option, followed by network cable TV, print, broadcast network TV, and out-of-home media.”
While being ranked third during the holidays is bad news for radio, the good news is the ad mix is most respondents indicated their planning process isn’t an either/or—and multiple media choices are likely to be used.
