Zenith Raises Global Ad Forecast

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Adweek, 7/19/10

Publicis Groupe’s Zenith Optimedia has issued a revised global ad forecast for 2010, projecting a 3.5 percent rise in spending to $448 billion.

The upgrade represents an improvement of more than a full percentage point vs. ZO’s April forecast of a 2.2 percent gain in ad spending for the year. In December, it predicted a mere 0.9 percent gain in spending for the year.

The revised forecast follows several predictions in recent weeks from other ad shops that also boosted their estimates for the year as the ad economy continues to improve. Last week, Interpublic Group’s Magna Global revised its 2010 U.S. media forecast, noting that it now expects suppliers to generate almost $170 billion in advertising revenue this year, up 2.1 percent versus Magna’s earlier forecast of 1.6 percent year-over-year improvement. (Those figures exclude political and Olympic ad spending).

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