ZenithOptimedia Upgrades U.S. Ad Forecast


LONDON: ZenithOptimedia has revised its ad-spending forecast for the U.S. slightly upward, predicting a 3.6-percent bump.

The forecast is that overall spending on major media will reach nearly $160 billion. The new figure is a tenth of a percentage higher than ZenithOptimedia predicted in December, when it first issued its 2012 forecast. For 2013, the U.S. forecast is for growth of 3.8 percent compared with 2012. The previous forecast was for an increase of 3.7 percent. For 2014, the new forecast for ad spending sees a gain of 4.8 percent compared with 2013. The previous forecast was for an increase of 4.3 percent.

ZenithOptimedia is also more optimistic about global ad spending. The revised global forecast is for a 4.8-percent gain overall to $489.3 million.

The report says there are signs that large advertisers “are investing more in marketing to drive growth,” and there is also “a reduced risk of disastrous collapse in the euro zone, even though its short-term performance has deteriorated.”