Advertising executives have become more pessimistic about increasing the shares of their advertising budget for all media. However, some media, especially online, seem to be holding up better than others, according to the latest Advertiser Perceptions twice annual survey of advertisers and agency media buying executives.

The survey's findings marked a drop in the percentage of ad executives who expect their share of ad budgets to increase over the next six months for all the media measured. The worst hit of all the media were radio outlets - only 16 percent of ad executives expect radio's share of spending to go up in the next six months, down from 26 percent from a similar study conducted last spring, and down from 19 percent from last year.

Optimism for broadcast TV also slid to 22 percent, from 29 percent in each of the last two surveys.

The most recent survey was conducted online in October and November 2007, with responses from 2,047 ad executives. The last study was conducted in April and May of 2007, and the previous wave was in October and November of 2006.

Other notable declines in optimism appear to be impacting newspapers and mobile media, Media Post reported.