Dentsu Revises Outlooks Upward, Last Of Big 4 To Boost Industry's Consensus

Dentsu this morning released revised estimates for U.S. and worldwide ad spending, following a similar marked upward correction to the other major agency holding companies, and pushing MediaPost's consensus estimates upward as well.

Globally, Dentsu boosted its 2021 finale up 6.6 percentage points to a growth rate of 17.0%, and its 2022 projection up two percentage points to 9.2%.

That brings the Big 4 agency holding-company consensus for worldwide ad spending to +21.4% in 2021 and for 2022 to +12.8%.

Notably, Dentsu -- which is issuing its revisions more than a month after WPP's GroupM, IPG Mediabrands' Magna, and Publicis' Zenith units -- is one of the most conservative for worldwide growth this year, but is the most bullish for an expansion in U.S. ad spending in 2022.

Dentsu revised its 2022 U.S. ad-growth projection up 5.7 percentage points to +13.7%.



“The bounce back from the early pandemic impact continues to be strong, especially in digital," Peter Huijboom, Global CEO Media and Global Clients of Dentsu International, explains in a statement released with its revised outlook, adding: "As we spend more time consuming digital media, brands have the opportunity to tap into the increased flexibility in which consumers engage through multiple touch points. Businesses who truly understand these developed human behaviors have the best opportunity to build lasting relationships with them."

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