Agency Forecasts: Look For Growth In The 4%-5% Range Next Year
Expect some moderate growth in advertising in 2018. That growth will be boosted in part by big events like the Olympics and mid-term political elections. Below are summaries of the newly issued forecasts from WPP’s GroupM, Interpublic’s Magna, and Publics Group’s Zenith. WPP’s GroupM is forecasting global ad expenditure growth of 4.3% in 2018 to nearly $558 billion. That estimate is based on the assumption that 2017 expenditures will be 3.1% to about $535 billion. For North America, the firm estimates that expenditures will reach almost $200 billion next year, up 3.4%, following a 2.2% gain this year to more than $193 million. The release of the new forecast was timed to this week’s UBS Global Media and Communications Conference in New York. Click Read More below for additional information.