Ad executives and marketers feel pessimistic about the short-term future of ad spend, according to a new ongoing tracking study of the industry’s confidence levels during the recession from Advertiser Perceptions Inc.

Nearly a third of agencies (31%) believe they will reduce their ad spending over the next six months. For marketers, that number leaps to 42%, according to MediaPost (via MediaBuyerPlanner).

When it comes to particular media, 35% of agency execs plan to cut broadcast TV ad budgets, while 55% of marketers say they will make broadcast TV budget cuts. For cable TV, one of the media with the highest optimism levels, just 18% of agencies plan budget cuts, compared to 33% of marketers.

For outdoor advertising, 22% of agencies plan cuts, while 44% of marketers plan to cut spending.The ad industry continues to be optimistic about online media. Just 17% of marketers and agency execs plan to cut in that area, while 10% of agency execs and 11% of marketers plan to cut spending in online search. But that optimism is falling at a faster rate than for any other major medium.

Mobile advertising budgets are likely to be boosted, say 52% of agency executives and 58% of marketers. (26% of marketers say mobile advertising budgets will be cut.)

The Advertiser Optimism Report from Advertiser Perceptions Inc. is a new series of bi-monthly polls tracking the confidence top ad execs have in spending budgets across the major media.