Self Fulfilling?
A release on 12/06 from the Associated Press says that two of the advertising industry's leading forecasters expect more moderate growth in ad spending next year as the economy slows
Robert Coen, director of forecasting at Universal McCann, said he expected national advertising spending in all media formats to grow 6.3% to $151.8 billion next year. This year, national advertisers planned spending of $142.7 billion, up 11.8%. Despite the gradual slowdown, Coen said he still expected advertising spending as a percentage of gross domestic product to increase this year, as it has for every year since 1994.
The other forecaster, Zenith Media Chairman John Perriss, predicted that global advertising spending would grow 6% next year to $351.7 billion, following a 7.9% increase this year. The whole story.
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