MediaPost: Ad Demand Rises Among All Media Buyers, Especially Bush Supporters

A tracking study shows that most media buyers in October saw their budgets staying at about their current levels, an improvement over perceptions from September. Last month, the MediaPost and Insight Express poll showed that 15 percent of buyers expected budget cuts, but this month that figure declined to just 5 percent, the missing ten percent spread between those expecting flat budgets (54 percent) or growing budgets (41 percent). Some of the difference may be attributable to marketing budget horse trading that happens at the end of financial quarters. Expected marketing budgets at the beginning of quarters will sometimes evaporate before the end, and may be reflected in these measured perceptions.