How Advertising Budgets Are Evolving in 2021

According to data from a Nielsen survey of 260 marketing professionals, most plan to increase their ad spend on digital channels, such as social media, search, and video, while reducing or maintaining their spend on traditional channels like television and cinema. Over half of respondents plan to increase their ad spend on social media, search, online/mobile video, email, and online/mobile display in the next 12 months.

Search and email rank as the channels for which ROI can be most accurately measured, according to those who plan to increase their advertising spend in the next 12 months. Less than 10% of respondents expect to increase their ad spend on cinema, linear television, out-of -home, and AM/FM radio.

The survey was conducted between October and December 2020 and the report was based on data from a wide range of industries.