MagnaGlobal’s latest US media advertising report forecasts steady growth with soft underpinnings in 2011, with revenues growing by 3.1%, excluding the impact of political and Olympic advertising.
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In a week when there has been some splashes of cautious optimism for the resurgence of global ad revenue in Zenith and Merrill Lynch forecasts, the US print newspaper industry was dealt another hammer blow from forecasters on Monday.
As new forecasts come out today from ZenithOptimedia and Magna, the forecasters continue to edge their predictions upwards.
The US advertising economy will grow by 2.1% during 2010, excluding political and Olympic advertising on TV, according to a new forecast by Magna Global.
Magna’s latest US advertising revenue forecast predicts growth of 1.6% during 2010, an upgrade from its previous prediction of flat year on year growth.
Total US newspaper advertising revenue – including print and online – fell 27% in 2009 to $27.6 billion, according to new figures from the Newspaper Association of America.
US adspend fell 12.3% year on year in 2009 to $125.3 billion, according to the latest data from Kantar Media.
US spending on online advertising will overtake print in 2010 for the first time, according to a new forecast from Outsell Inc.
US ad spending declined 9% in 2009, according to new figures from The Nielsen Company.
The most recent US advertising forecasts updated to include the latest predictions from MAGNA, ZenithOptimedia, GroupM and Jack Myers.