A series of new studies from Advertiser Perceptions reveals national marketers are increasingly confident in the economy, will advertise more, and anticipate new product launches at record levels. Each month, Advertiser Perceptions, a leader in providing research-based strategic market intelligence for the advertising and ad tech industries, surveys 300 executives involved in media brand selection decisions who will spend a minimum of 1 million dollars in ad spend over the next 12 months. This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines the key findings, examining the outlook national marketers have on the economy:
• Nearly half of marketers say the economy will grow in the coming year, a record high
• There has been a reduction in perceived negative impact of macroeconomic conditions
• The recession that never came; Marketers shake off the dire predictions of 2022 and 2023
• Increasingly, brands and media agencies report the U.S. GDP will impact ad budgets
• 37% of buy-side 2025 ad budgets will be bigger; 53% will stay the course
• Advertiser optimism was higher as of December 2024 than it had been a year earlier
• 2025 new product launches will hit all time high
• All forms of audio see increased ad spending intentions
• Prophet survey of advertisers reveals top-performing marketers consider brand building as a crucial driver of short-term impact
Check out this week’s Cumulus Media | Westwood One Audio Active Group® blog post here.
To view an 11-minute video of the key findings, click here.