Report: U.S. Ad Growth To Hit Record $178 Billion, But Radio Down 2.8%
August 29, 2016 at 5:40 AM (PT)
The U.S. ad market is likely to grow at its fastest rate since 2010, says LONDON-based advertising researcher WARC, in an updated report. The study says U.S. advertising spending will will be up 5.8% to a record high of $178 billion. A WARC forecast released in DECEMBER, estimated the U.S. ad market rising 4.9% for 2016.
- U.S. TV spending will rise 6.6% to $68 billion this year. The RIO OLYMPICS and the presidential election will drive the increase
- U.S. digital media spending will double the rate of TV -- 13.7%
MEDIAPOST's WAYNE FRIEDMAN writes, "Two other growth areas among U.S. media segments are in-theater advertising, 5.1% and outdoor, 3.3%. Sinking categories are newspapers, 12.7%; magazines, 12.4%; and and radio, 2.8%. WARC says $553.70 is expected to be spent on advertising next year for every U.S. person -- up $60 from 2012."