2015 REPORT: Understanding Today's Media Buyers
/"I am very excited to announce the second Study of Media Planning & Buying from Kantar Media SRDS & James G. Elliott Co. The study validates much that was in the 2013 study but adds more dimension and also asks about programmatic buying." — Jim Elliott
The entire report is available to download here:
http://pages.srds.com/2015KM-JGEReport_Download.html
Mr. Magazine™ interviewed Jim Elliott and Kantar Media's Steve Davis about the new study:
Agency Media Planners and Buyers are spread very thinly, with multiple assignments and significant financial responsibilities placed upon them every day. Steve Davis, President of SRDS and Kantar Media Health Research, and Jim Elliott, President of the James. G. Elliott Co., got together recently to do a study on the needs of media planners and buyers in terms of time, opportunities and money.
This was the second study the two companies had done between October, 2013 and January, 2015 and showed significant changes in some areas of the second study such as:
- The average respondent recommended or helped purchase $25.9 million in advertising over the past 12 months in 2015—up significantly from $19.4 million in 2013. However, this could be a reflection of more respondents from slightly larger companies. Big companies plan bigger ad budgets.
Read the full interview here: