U.S. Spending On Paid Media Expected To Climb 5.1% In 2016 Says eMarketer
March 28, 2016 at 6:39 AM (PT)
A new report from eMARKETER predicts 2016 will be a challenging year for advertising in the U.S. Although paid media spending will rise by 5.1%, growth will be slower than previously expected as advertisers pare investments on traditional media formats like TV and radio. eMARKETER estimates U.S. total media ad spending will top $192 billion for the year, partly driven by the U.S. presidential election and the RIO SUMMER OLYMPICS.
eMARKETER writes, "Conditions in the U.S. have become less supportive for economic growth this year, leading to weaker estimates than previously expected. A strong dollar, global market fluctuations and plunging oil prices are contributing to the strain on the economy. Because of this, eMARKETER has lowered its expectations for total ad spending growth for the entire forecast period.