US adspend outlook improves

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


LONDON/WASHINGTON: The outlook for the US ad market is improving ahead of other key countries, Warc’s latest Consensus Ad Forecast shows.Within the 13 markets measured by the new research, US adspend received the largest single upgrade in forecast growth. The world’s largest ad market is now predicted to raise expenditure by 4.1% this year, a rise of +0.8pp from the January Forecast.

The Forecast, which is compiled based on a weighted average of adspend predictions at current prices from ad agencies, media monitoring companies and other industry bodies, as well as Warc’s own data, indicated that global expenditure will be raised by 5.3% in 2012 and by 5.4% in 2013.

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