The Myers Report 2021 Survey of Advertiser and Agency Executives confirmed overall advertiser/agency alignment, uncovered several surprises, and suggests some agency priorities are less important to their clients. The study conducted online earlier this year among 464 agency and 236 advertiser professionals, suggests that media company investments are not always in sync with the priorities of their clients -- both agency and advertiser. Respondents were asked to rank the importance of each attribute to their media decision-making process (0-10 with 10 = most important, 0 = not at all important). Results are based on the percent of respondents rating each attribute on a score of 8, 9, 10 (top 3 box)
RESEARCH: Where Advertisers and Media Agencies Agree and Disagree on Priorities
