• Media Life, Monday, January 8, 2007 11:15 AM

As 2006 came to a close, there seemed a sense of dread among some media buyers about just how healthy the media economy would be in the new year. In one survey of its readers, Media Life found that only 30% felt that ad spending would be up from 2006.

But only a few days into 2007, the mood seems to be picking up, with a new sense that the media economy will improve. Many buyers now think spending will rise over 2006 levels--a tough act to follow with its heavy political campaign and Olympic spending.

Universal McCann's Bob Coen sees ad spending up 4.8% this year, while Jack Myers of the Myers Media Business Report is projecting a 3.7% bump in spending. ZenithOptimedia says 4.1%. "As we speak with our buyers and planners, it seems that it's steady as it goes," says Brian Wieser, senior vice president and director of industry analysis at Magna Global. He thinks spending will be up in low-single-digit percentages over last year.

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