• by Joe Mandese , 4 hours ago

What a difference eight months is making for the U.S. ad economy -- and U.S. ad forecasters.

Winterberry this morning revised its outlook for 2026 ad spending growth up nearly three points to 12.1% from the 9.4% it was projecting at the beginning of the year.

Winterberry is the third forecaster to boost its U.S. outlook in the past week, following Madison and Wall and the Interactive Advertising Bureau (IAB), pushing MediaPost's U.S. ad forecast composite up three-tenths of a point to +10.3%.