Advertisers and agency optimism returning to pre-recession levels, study says

A study of the long-term confidence of U.S.-based advertisers and ad agency buying executives says they have returned to a pre-recession level of optimism. All media have seen improvements.

According to a story in MediaDaily News,

The study[by Advertiser Perceptions Inc., a media research firm], which is based on an index of executives who plan to boost their ad spending over the next 12-months vs. those who plan to decrease it, currently stands at a positive difference of four percentage points, the highest level since the fall of 2007, when the index stood at positive eight percentage points.

There has been improvement for every medium tracked, although views of traditional media such as radio, magazines, national and local newspapers are still considered pessimistic. The positive index for all digital media (mobile, online) went from 40 percentage points in spring 2009 to 55% this fall.

Ad Optimism Is Improving For Most Media, High For Mobile/Online
	"Optimism"	Status	Trend
Mobile	54	Optimistic	Improving
Online	54	Optimistic	Improving
Cable TV	+11	Optimistic	Improving
Outdoor	-13	Optimistic	Improving
Broadcast TV	-8	Pessimistic	Improving
Radio	-16	Pessimistic	Improving
Magazines	-19	Pessimistic	Improving
National Newspapers	-41	Pessimistic	Improving
Local Newspapers	-35	Pessimistic	Improving