ANA Shows Cards Mid Poker Game

Today the Association of National Advertisers released a survey about the future spending plans of marketers. What’s curious about this release is its timing. Upfront posturing involves the age-old war of words with marketers saying they have no money to spend and sales executives suggesting things couldn’t look busier.

So when the ANA said that 68% of marketers are planning to increase media budgets when the recession ends, that would seem to play right into the hands of broadcasters looking for CPM upticks. Right now things look quiet on the negotiating front, but if this survey is true, it might suggest agencies would be wise to do their upfront buys sooner rather than later.