Television still the most popular medium for advertisers

LONDON - Advertisers are allocating 35% of their ad budgets to television, according to a survey of ISBA members, making it the most popular medium.

Direct marketing and press were the next most popular media with 17% of budgets allocated to each of them.

Digital was found to be the smallest medium, with just 2% of the average budget spent online.

The UK Budgeting Survey, conducted by Westminster Business School, also found that advertising was mainly used to raise awareness and that most companies use the same budgets regardless of the economic climate.

Professor Douglas West, director for the Centre for Research in Marketing at Westminster Business School, said: "Advertising on television is still seen to be effective and cost-effective whereas new media, while growing rapidly, has failed to make much impact in terms of spending.”

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).