
U.S. ad spending is
expanding at a higher rate than anticipated -- jumping 5.8% in the second quarter after rising 6.5% in the first quarter -- and is now on pace to reach a new all-time high for full-year 2018,
according to a revised forecast released this morning by IPG Mediabrands’ Magna unit.
Magna now projects the U.S. ad market will top $200 billion for the first time this year,
wrapping up at about $207 billion for all four quarters, a 6.9% expansion over 2017.
“The upward revision was triggered by a stronger-than-expected market in the first half
(+6.1%) and robust macro-economic forecasts,” the Magna report explains, adding, “The 2019 forecast was also raised due to continued expectations for economic strength, from +3.6% to
+4.0%.”


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