CMR Forecasts Show Improving H2 For US Media
As reported earlier in the week (see CMR Chief Predicts 2.5% Rise In US Adspend This Year), CMR has raised its 2002 US advertising forecast to $109.1 billion – a growth of 2.5%.
“We are off to a good start this year, which suggests a rebound over last year. All and all, we can expect three factors to boost the market this year: the impact of the upfront on the broadcast season, the upcoming elections in November and the continued growth of Spanish Language television. Nonetheless, despite the improvement over 2001, full year 2002 will be down 6.7 percent when compared to the high-water mark of 2000.”
The full forecast figures are now available and show strong Q3 and Q4 growth of 5.1% and 7.1% respectively, boosted specifically by a strong performance from Spanish language television. These forecasts include Spanish language TV, B2B magazines and local radio, all of which were not included in CMR’s previous data, rendering the two sets non-comparable.
| 2002 Quarterly Growth Trends | ||
| Percentage Change Versus | ||
| 2001 | 2000 | |
| H1 | -0.4% | -6.1% |
| Q1 | 0.4% | -3.9% |
| Q2 | -1.1% | -8.1% |
| H2 | 6.2% | -7.3% |
| Q3 | 5.1% | -7.9% |
| Q4 | 7.1% | -6.8% |
| Full Year | 2.5% | -6.7% |
| Source: CMR, June 2002 | ||
