Traditional TV shunned in favour of digital media and last-minute promotional campaigns

More than two-thirds of the UK’s biggest advertisers intend to cut back spending on traditional TV next year, as the recession fuels a shift to digital media and last-minute bursts of promotion.

A survey of 59 UK advertisers has found that 67% will make the deepest budget cuts to ads on broadcast TV, according to the Incorporated Society of British Advertisers (ISBA) and the media investment analysts Ebiquity.