US: 34% of Agency Executives Cited Digital was their No.1 Medium of Choice during Q3 2011, only one point lower than the 35% who cited local TV
For the first time since being tracked, digital media (including online, social and mobile) has approached parity with television as the most important medium among agency executives, according to the latest quarterly survey from Strata. Indeed, 34% of US agency executives cited digital as their No. 1 medium of choice during Q3 2011, only one point lower than the 35% who cited local TV.
The survey indicates that digital may be at the tipping point of overtaking all other media in terms of importance. According to Strata, this growing role of digital in agency and client organizations is driven mainly by social and mobile.
About the methodology: The findings are based on a segment of more than 900 agencies that process about $50 billion worth of media through Strata’s systems in the United States.