“[A]d spending sentiment is now improving for every medium tracked, even for some traditional media such as newspapers, magazines and broadcast, which continue to have an overall negative index,” says Media Daily News in a report about a new survey.
Ad executives’ optimism for increased advertising budgets “has risen to its highest point in two years, and is now at pre-recessionary levels,” the report says. “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.”
Update: AdAge has a more thorough report.