This is overshadowed by the 35% planning to increase their budgets and the 57% planning to spend the same as this year.
The pattern in overall marketing budgets was similar, prompting the DMA to comment on the stability of direct marketing within the advertising industry.
Mike Barnes, marketing director at the DMA, said: "Given the softening of consumer spend, and its impact on marketing, an ability to hold a budget position is more important than ever."
The DMA's Marketing & Direct Marketing Budgets Report 2006 also provides relatively good news for the direct mail and telemarketing sectors.
It shows that direct mail remains the most popular channel and has actually increased its share of direct marketing spend since last year. It accounts for a quarter of spend, followed by web and email, which accounts for 17%. Web and email have also increased their share since last year.
Telemarketing, which has had to contend with rising consumer and business opt-outs, actually appears to be on an upward curve.
Telemarketing received a budget increase this year over last year from more clients than any other channel. It was followed closely by interactive TV, then TV/radio/cinema and database marketing. The channels that received budget increases from the fewest clients included national press ads, inserts and door drops.
The DMA highlighted direct marketers' separation from digital marketing decisions, saying the report revealed that digital media is not considered to be part of the direct marketing department by the majority of companies, with the consequence that 65% of senior direct marketing professionals are unable to put media neutral planning into practice.
The DMA's second annual survey of clients' spending patterns follows its 'Expenditure Trends' report last June.
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