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Marketers to spend 3.5% less on TV in 2016: ACA study

Media | 03/16/2016 10:24 pm EDT

The portion of advertising budgets dedicated to TV is expected to fall 3.5 per cent in 2016, as Canadian marketing companies plan to allocate more of their budgets to advertising on digital platforms, according to a new study released Thursday by the Association of Canadian Advertisers (ACA) in collaboration with Nielsen Co. The study, which asked respondents about their marketing budgets for 2015 and 2016, found that the portion of budgets allocated to digital display advertising rose 0.4 per cent, while digital video rose 2.1 per cent in 2016. Overall allocation for search advertising...