GroupM downgrades US ad forecast

GroupM has downgraded its 2011 US ad forecast from 3.8% growth for all measured media to 3.3%, according to MediaPost.

Its 2012 forecast has also been reduced from 4.2% growth to 4%.

Speaking at an event last week, chief investment officer Rino Scanzoni also suggested that Nielsen’s national TV panel “doesn’t apply in the world we’re in” and questioned its long-term viability.

Scanzoni would like to see set-top-box data combined with Nielsen’s panel. He is also pushing for Nielsen to begin iPad usage measurement, which is currently in development.

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