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Zenith Strengthens Ad Forecast Citing U.S. Growth

Global advertising expenditure is expected to grow 4.4 percent this year to reach $539 billion, ahead of the 4.1 percent previously forecast, according to Zenith’s new Advertising Expenditure Forecast. This upgrade is mainly due to stronger‐than‐expected growth in the U.S. Zenith expects U.S. network TV to return to growth this year (at 1 percent) after shrinking 5 percent last year, thanks to new spending by pharmaceutical and consumer packaged goods companies and a strong upfront.



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About Kristin Brzoznowski

Kristin Brzoznowski is the executive editor of World Screen. She can be reached at kbrzoznowski@worldscreen.com.

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