Traditional Media Dominates CMO Holiday Ad Spend

3 in 4 CMOs say they spend most of their holiday budgets on print advertising (44%), broadcast (27%), or outdoor advertising, including billboards (5%), according to a November 2011 BDO USA survey. Data from the “BDO Retail Compass Survey of CMOs” indicates that more CMOs are devoting the majority of their budgets to these categories than in 2010, while those spending most of their holiday budgets on online advertising has fallen from 27% to 23%. Among respondents at the top 100 largest retailers (12% of the sample), the picture is even worse for online advertising: just 17% say they devote most of their holiday budgets to this category. (more…)