Coen Revises His Ad Forecast for the Year

June 28, 2006 World Screen

NEW
YORK, June 28: Universal McCann’s Bob Coen cut his
2006 advertising forecast for the U.S. He expects ad spend to increase by 5.6
percent to $286.4 billion instead of 5.8 percent, which he predicted last
December.

The downgrade is due to weaker than expected investments in the
local advertising market and in the national cable market.

For 2007, Coen has
forecast a 6.2 percent rise in global advertising expenditures and a 5.8
percent increase in U.S. spending.