Carat Research Finds Ad Spending Growth That's Slower Than Expected
September 22, 2015 at 5:39 AM (PT)
In a new study from CARAT, the research company has revised its data on U.S. advertising spending, slowing the growth forecast from 4.5% down to 4.2% in 2015.
DIGIDAY reports, "while growth is decent, it’s slower than expected," blaming the slide on, "weak consumer spending in the first two quarters that have affected mostly non-digital mediums like television and radio."
The report has good news for 2016, as the U.S. Presidential elections are expected to kick start ad spend, mostly on a local level.
DIGIDAY notes, "CARAT’s report looks at data from 59 markets across the world and forecasts that global ad spend will grow 4% in 2015 to hit $529 billion. In 2016, it’s predicted to grow 4.7%, reflecting another $25 billion in spend. There’s solid growth forecasted in digital media. Digital is the only channel with double-digit growth in the works — about 15.7% in 2015 and 14.3% in 2016."