The Industry Measure Business Optimism Index for ad agencies dropped by 10 points in six months, from last summer's 108. The latest poll is in line with ad-revenue projections from a number of
independent sources, such as ZenithOptimedia and GroupM. Both forecast a dismal year for the U.S. industry, although several markets in other parts of the world offer more promise. Although the
Industry Measure's newly released "Creative Forecast 2008" says that 37% of ad agencies expect this year to be excellent, the company says that a "wall of worry" is being constructed.
