NY Times: Forecasts For Ad Spending Turn Upward

Increased Spending Predicted

Ad spending looks to end 2010 on an upturn, reports THE NEW YORK TIMES, which writes industry forecasters "are projecting better results for 2010 than initially expected. And they are mostly seeing better days ahead, spending-wise, for next year as well. The forecasters are senior media executives at ZENITHOPTIMEDIA, part of THE PUBLICIS GROUPE; GROUPM, part of WPP; and MEDIABRANDS, part of the INTERPUBLIC GROUP OF COMPANIES. They are scheduled to discuss their predictions on MONDAY morning, at a presentation at the start of the 38th annual global media and communications conference in MIDTOWN MANHATTAN; the conference is sponsored by UBS."

Pinpointing the increases, digital media and spending in developing countries, are what ZENITHOPTIMEDIA expects, forecasting that 2010 "will end with worldwide ad spending up 4.9% from 2009. That compares with a forecast made in OCTOBER for growth of 4.8%, a forecast made in JULY for growth of 3.5% and a forecast made in APRIL for growth of only 2.2%."

ZENITHOPTIMEDIA predicts worldwide ad spending will rise 4.6%.

GROUPM has also revised its forecasts, citing "improved prospects for ad spending online, as well as a quickening pace of recovery for ad spending in the U.S. Worldwide ad spending will rise 5.9% this year compared with 2009, GROUPM is predicting, significantly higher than the increase of 3.5% that it forecast in JUNE."

Like the other two agencies, MEDIABRANDS is also raising its estimates. "Looking at worldwide ad spending in 2010, MEDIABRANDS is now forecasting growth of 6.9% compared with last year. The previous MEDIABRANDS forecast was for growth of 5.6%. And in 2011, worldwide ad spending will rise 5.4% from 2010, MEDIABRANDS is predicting, compared with its previous forecast of a gain of 4.2%."

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