Radio To Lead US Ad Recovery In 2002, Say Merrill Lynch Forecasts
Radio is expected to lead US media out of the current advertising slump in 2002, with a 4.6% full year growth predicted by analysts at Merrill Lynch.
The latest forecasts show overall US advertising growth at 0.7% this year, rising to 4.2% next year. This compares with Zenith Media forecasts for the UK of -1.3% this year and 2.6% next year (see European Ad Forecasts From Zenith Media).
| Merrill Lynch Advertising Forecasts | ||||
| 2000 | 2001 | 2002F | 2003F | |
| Total US | 10.7 | -5.6 | 0.7 | 4.2 |
| Total US (exc. Direct mail) | 11.4 | -7.0 | 0.4 | 4.2 |
| Newspapers | 5.6 | -9.4 | 0.1 | 4.7 |
| Television | 14.6 | -9.7 | 2.0 | 3.9 |
| TV networks | 13.8 | -10.0 | 4.5 | 5.0 |
| TV stations | 11.3 | -16.8 | 4.1 | 2.0 |
| Radio | 12.2 | -7.5 | 4.6 | 5.0 |
| Magazine | 12.0 | -7.5 | -2.0 | 5.0 |
| Internet | 129.8 | -11.6 | -15.0 | 5.0 |
| Source: Merrill Lynch, July 2002 | ||||
