The ACI shows that there was a slight increase in marketers’ confidence during March, suggesting that media spend may have stabilised a little. Between December 2000 and March 2001, the ACI had dropped by 24%.
| 2001 US Adpsend Growth Forecasts, By Sector |
|
| ÂÂ |
Robert Coen |
ABN Amro |
Jack Myers |
| National advertising |
2.1 |
– |
– |
| Local advertising |
3.1 |
– |
– |
| TV |
-0.4 |
-1.6 |
-3.0 |
| Radio |
2.0 |
-1.4 |
-6.0 |
| Magazines |
1.0 |
-0.7 |
0.5 |
| Newspapers |
1.0 |
-0.7 |
2.5 |
| Direct mail |
4.5 |
– |
– |
| Internet |
10.0 |
– |
40.0 |
| Cable TV |
8.0 |
– |
8.0 |
| Broadcast networks |
-2.5 |
– |
-3.0 |
| National spot TV |
-6.0 |
– |
-15.0 |
| Broadcast syndication |
– |
– |
-5.0 |
| Local broadcast TV |
– |
– |
-7.0 |
| Local/regional cable TV |
– |
– |
5.0 |
| Outdoor |
– |
– |
2.0 |
| Other |
– |
– |
-6.0 |
| 2001 Adspend Growth Forecasts |
|
|
| |
US |
Global |
| Robert Coen |
2.5 |
5.0 |
| Jack Myers |
-1.5 |
– |
| ABN Amro |
-1.0 |
1.3 |
| Zenith Media |
2.4 |
4.8 |
