2016 Media Spending Trends
Every year, Target Marketing completes an extensive Media Usage Survey, asking readers how they're allocating the budgets, what media they're favoring and more. What follows is more data from the first section of the 2016 survey.
The Media Usage Survey has always been designed to get into the nooks and crannies of marketing spending. Are you using search ads? Direct mail? Social media? Etc. For the 2016 survey, we also asked about the broader strokes: Print, digital, TV, live events, radio, space ads — where are you putting your money? One thing in the answers was really surprising.
For Target Marketing readers, it's no surprise to see print (including direct mail) and digital (including email, search and all online ads) take up most of the pie. But it is surprising to see just how big live events have become, at 21 percent, and how small TV. TV is actually the smallest media channel among out respondents, even lower than space ads and radio.
I'm very curious if live events are that important to you, reading this, and what kind of business you're in? I know live events are becoming more important in B-to-B and fundraising. But with that percentage, consumer marketers would have to be counting on them to. How does that fit into the B-to-C business model?
A Note on Methodology
It's important to understand how this question was asked and interpreted: The survey itself asked respondents to quantify what percentage of their marketing budgets were going to be spent on each channel, and asked that the total be 100 percent. Then we averaged those percentages and this is the percentage of the total those averages reflected. (Not everyone made sure their total was 100 percent, so the actual total was over and we averaged from there.)
That methodology for this question is going to flatten out any high peaks. So I'm sure each channel has marketers who responded with higher numbers.