... add to their cable TV budgets this year.
Despite which, digital campaigns still dominate the marketing strategies of these small and medium-sized businesses, with nearly 60% saying they intend to increase media budgets in 2015 versus only 50% in 2010.
Mobile media will enjoy the greatest increase - leaping from near zero in 2010, with 50% of survey respondents claiming they will spend more in 2015.
Some 55% of these businesses already use online media, with the expectation that 80% will do likewise by the end of 2015.
Despite this apparent surge in confidence, Borrell says that its survey of the tax records of two million companies since 2004, suggests that overall "advertising is in decline". The report also reveals that "advertising as a percentage of gross revenues has declined from 1.19% in the 2004/2012 period to just 1.05% in Q2 2015.
Read the original unabridged MediaPost.com article.
[Estimated timeframe:Q2 2015 onward]
MTT log date:
Jun 13, 2015
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