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SA advertising barometer launched
The results of the first free Millward Brown/IMS survey to track business sentiment in the ad industry, showed that 64% of respondents estimated that advertising spend had grown by 7-10% compared to the corresponding period last year, 44% said staff levels were the same as this time last year and 56% said they were operating on lower staff levels.
When asked about agency turnover/billing, 59% of respondents agreed that growth would exceed 10% compared with the same time last year. 60% of clients interviewed were generally "positive about the future of our business" with an addition 32% saying they thought growth would be satisfactory.
As a free service to the advertising industry, Millward Brown and IMS have launched a barometer of the business climate in the South African Advertising Industry. Every quarter an e-questionnaire is mailed to the advertising industry, asking companies questions regarding trends in the industry.
This was first conducted in Dec 2004, asking questions about the quarter ending Sept 2004. Those agencies that respond will get the results (averaged to retain confidentiality), and also a list of the companies that are included in the sample to enable them to judge the value of the sample. For the first survey 62 companies responded - a substantial sample.
Chris Brewer of IMS says, "When Erik du Plessis suggested the project it made a lot of sense. Our companies are both suppliers to the advertising industry, I have the address list and Erik has the research skills. And we can do this as a free service."
Says Millward Brown's Du Plessis: "Whilst we retain ownership of the research product, it is a free service to the industry. We welcome industry comments on ways that the information can become more meaningful. The fact that 62 companies responded shows that there is a great perceived need, and also an openness among advertising agencies."
The second survey is in the field.
