Zenith Ad Forecast Downgraded Again
Macroeconomic troubles have prompted Zenith to lower its global ad-spend growth prediction to 4% for 2017, when total expenditures are now expected to reach $558 billion. That’s a downgrade from the 4.2% growth that Zenith had forecast in June. The June forecast was a downgrade from the 4.4% the Publicis Groupe media agency had forecast in March. Digital -- and particularly mobile -- continues to take dollars away from print media as consumers use mobile apps. The most rapid growth is coming from online video (+18%) and social media (+25%), while U.S. TV is still growing, only fractionally at 0.5% this year. American print media continue its steep decline, with newspapers falling 9% and magazines down 7.4% this year. Click Read More below for additional detail.