Wednesday, September 19, 2018
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Kristin Brzoznowski

Kristin Brzoznowski is the executive editor of World Screen. She can be reached at

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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Survey: Consumers Abandoning Shows Due to Accessibility, Costs

Findings from a new survey highlight the increasing prevalence of “show dumping,” as viewers are giving up on series they love because it became too difficult and/or costly to access them. The findings are from a sponsored survey by TiVo of pay-TV and OTT service subscribers in the U.S., Europe and Asia. The results show that 37 percent of global viewers have stopped watching a show they previously enjoyed because it became too difficult to access the content.

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U.K. Ad Spend Forecast Downgraded for 2016

In Carat's latest ad spend report, growth forecasts for the U.K. have been revised downward after the EU referendum, though a healthy 5.4 percent gain is expected in 2016, followed by 4.6 percent in 2017. The U.K. is still the number-one ranking advertising market in Western Europe and the fourth globally. Growth in the U.K. is primarily driven by the continued rise of digital, accounting for a 53.6 percent share of spend in 2016 and set to maintain pace in 2017, with an 11.5 percent increase.

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