The ID Comms 2016 Global Media Talent Survey is the second in a series of seven ID Comms investigations into the major drivers of media performance.
ID Comms conducted this research between 20 May and 7 June 2016 and received 130 responses. The respondents comprised Marketing, Media and Procurement specialists with a range of global, regional and local market responsibilities – three-quarters were Europe-based, and 18% were from the US.
Advertiser-side respondents represented brands with a total global advertising spend of approximately $20bn. Media agency participants came from all six major holding groups, as well as key independent media agencies from both the US and Europe.