Ad Execs: Online Video Has Little Impact On Upfront TV Ad Plans

FOR ALL THE HYPE SURROUNDING the emergence of online video, nearly two thirds of ad executives say it has had no effect on their ad spending plans during the 2006-07 upfront TV advertising negotiations. That's one of the conclusions from a survey of top ad executives fielded by the American Advertising Federation.

The findings, part of a survey of the digital media plans of 140 ad execs, were released Sunday during the opening day of the AAF's national conference in San Francisco. While the majority of executives said online video has had no impact on their TV advertising plans, 23 percent said they planned to spend more on TV networks because of it, while 15 percent said they would actually spend less.