Those CMO’s love their TV advertising according to a new Nielsen study of CMO’s. More than 51% say Television is either highly or extremely important in their marketing plans. 30% ranked TV as “extremely important.” No other traditional media reached 10%. Only 9% of the CMO’s in the study say radio is extremely important.
Both print and TV are generally considered effective by large majorities of marketers. Sixty-two percent see print, and over 61% consider TV to be effective. Forty-five percent of respondents thought the same for radio. A little less than half (43%) of respondents ranked TV as a “very” or “extremely” effective media channel. Twenty-one percent ranked print as “very” or “extremely” effective, 19% gave radio the highest marks. TV was the only traditional channel that was viewed as extremely effective by more than 10% of respondents.