B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • AI
  • Anthony Albanese
  • NRL
  • EssenceMediaCom
  • Thinkerbell
  • News Corp
  • Channel 10
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Marketers Expect To Invest More In Traditional Media This Year, Agencies Don’t: Report
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Marketers Expect To Invest More In Traditional Media This Year, Agencies Don’t: Report
Media

Marketers Expect To Invest More In Traditional Media This Year, Agencies Don’t: Report

Emma Mackenzie
Published on: 11th January 2016 at 9:58 AM
Emma Mackenzie
Share
4 Min Read
SHARE

This year could be the year marketers decide to put more budget spend towards traditional media, says a report from agency-client relationship experts RSW/US. The thing is, agencies don’t see any significant spending growth in traditional media.

The report, 2016 New Year Outlook Survey, asked 165 senior level marketers and 115 marketing agency execs about expectations and issues during December last year. The report included a number of questions from US trade media publication, AdWeek. You can download it here, registration is required.

From the report, 34 per cent of marketers think spending in traditional media would be higher, but only 18.9 per cent of agencies believe that.

The gap between agencies’ and traditional media spending is not the only disagreement area, as agencies see more spending being allocated to digital, mobile and social media than marketers this year.

From the report, the numbers show 91 per cent of agencies think digital spending will be higher, alongside 79.6 per cent of marketers.

Some 67.6 per cent of agencies think it will be higher spending on mobile, compared to 53.7 per cent of marketers.

And in social, 71.2 per cent of agencies reckon more money will be splurged in this space, but only 61.2 per cent of marketers agree.

The difference between agencies and marketers falls hand in hand with another aspect of the report, the issues both agencies and marketers see with each other, called ‘troubling trends’.

One of the ‘troubling trends’ for marketers was that agencies were downplaying the importance of traditional media.

“The disparity in anticipated spending changes across new and traditional media is illustrative of marketers’ positions on this,” the report says.

“It may be a matter of who’s right or who’s wrong. And it may not be. Agencies may indeed be leading marketers in the right direction, but if so, marketers aren’t understanding why. Or, it could be that agencies are being too quick to leap on new media channels without adequately quantifying beneficial effects.”

Nevertheless, the intention of marketers to invest in advertising and marketing this year is at 62 per cent, up from 51 per cent in 2015.

Breaking down the numbers 53.5 per cent of marketers reckon their marketing spending will ‘increase somewhat’ this year, with 8.2 per cent seeing it ‘increase significantly’ and 25.8 per cent believing there won’t be a change.

From an agency perspective, the expectations for their clients on increase in marketing spending for this year is slightly lower.

Some 46.9 per cent reckon it will ‘increase somewhat’, slightly lower than marketers’ expectations. Only 1.8 per cent reckon it will ‘increase significantly’ – rather different to the marketers’ 8.2 per cent – and 35.4 per cent of agencies believe their client’s marketing spending will exhibit no change.

However, the report says the numbers are encouraging for both marketers and agencies.

“Particularly given the volatility of the global market, keep on eye on how your clients proceed with plans through the first half of the year,” suggests the report to agencies.

“If you see them begin to hold back, watch your own spending on ‘extras’ such as equipment or renovations. Maintain your commitment to invest in your own marketing and sales efforts. These support the health of your firm through both lean times and good years.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, Keynote, milka cola, Pizza Mogul
Share
Emma Mackenzie
By Emma Mackenzie
Follow:
Emma Mackenzie was a reporter at B&T from 2015 - 2016.

Latest News

TV Ratings (12/6/2025): 1.4 Million People Viewed The Western Bulldogs Kicking Its Way Into The Top Eight
13/06/2025
WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?