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Forecast: U.S. Ad Spending Rises 3.7% in 2011

MediaPost, 3/17/11

Media agency Carat has significantly increased its projection for U.S. ad spending growth for this year, while offering an initial study forecast for 2012. Carat had projected a 1.7% bump for 2011 back in August, but now expects a 3.7% increase domestically.

Carat said the U.S. market has been recovering at a better-than-expected rate, notably with the auto sector on the rise.

In 2012, when spending should get a boost from both a presidential campaign and London Olympics, Carat projects a 5.9% increase in the U.S. ad spend.

Also, online and TV are forecast to grow this year, plus digital out-of-home spending. But a a boost is also projected for the recently bumbling radio sector. On a global basis, TV is projected to grow 6.7% in 2011 and, somewhat surprisingly, at a slightly lower pace (6.5%) in 2012.

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