Was It All a Bad Dream? Ad Business Optimism at 2007 Levels.
by Peter Kafka
Posted on November 30, 2009 at 7:30 AM PT
Your semidaily dose of advertiser pulse-taking: People who plan to spend money on ads seem more chipper than they have been in two years.
The summary, via MediaPost:
The optimism of ad executives to boost their advertising budgets has risen to its highest point in two years, and is now at pre-recessionary levels, according to the most recent in a series of periodic surveys gauging the long-term confidence of advertisers and agency media-buying executives. The study, which is based on an index of executives who plan to boost their ad spending over the next 12-months vs. those who plan to decrease it, currently stands at a positive difference of four percentage points, the highest level since the fall of 2007, when the index stood at positive eight percentage points.
And a chart! (Click to enlarge.)
That data point comes from Advertiser Perceptions Inc., which periodically polls ad buyers about their moods–and more practically, whether they intend to spend more or less in the future.
This tracks with the last report we saw from the firm back in May. And more generally, with anecdotal stuff publishers and ad types tell us.
The usual caveats: Things are getting better, but that doesn’t mean they’re good. And online growth is good, but it’s best if you’re Google (GOOG); everyone else is going to see much smaller gains. Or, at least as likely, smaller declines.
