Forecast: U.S. ad spending will grow 0.6 percent
December 3, 2012
Following a year of strong spending growth in the U.S., with political and Olympic expenditures driving a year-to-year gain of 4 percent, the rate of increase will slow drastically in 2013, when global ad spending growth will also decelerate.
U.S. ad spending will be up just 0.6 percent compared to 2012, according to a forecast released last night by MagnaGlobal, though it will improve 2.6 percent when excluding last year’s big spending on the elections and the Summer Games.
But there’s a big qualifier to that forecast.
“This is of course if government manages to find an agreement before the end of December, to avoid falling off the ‘fiscal cliff,’ which would potentially reduce economic growth by several points into recession,” notes the forecast.
TV will take a hit without the Games, with total revenue down 1.9 percent, including a 3.6 percent dip for English-language networks.
Spot TV will also fall sharply after seeing nearly $3 billion in political ads this year, down 9 percent next year.
Cable will still see healthy gains, up 4.6 percent.
Digital will be up the most, 11.6 percent, while cinema and outdoor will also see decent gains, 4.4 percent apiece.
The outlook for newspapers and magazines remains bleak. Papers will fall by 6.7 percent, predicts MagnaGlobal, while magazines will fall 7.8 percent.
Radio will be flat.
The forecast is cautious for global ad sales, noting the continuing debt crisis in Europe that is spooking other markets.
MagnaGlobal now forecasts a 3.1 percent gain in global ad revenue next year, well off the 4.5 percent increase it predicted over the summer.
“The revision is mostly caused by a slow-down in economic growth and continued economic uncertainty in Europe and the U.S., as well as the cautionary marketing spend that took place in the second half of this year,” notes the forecast.
Amazon’s drones are coming! (In India, not U.S.)
Now on music sharing site SoundCloud, advertising
‘Big Brother’ lifts CBS to Wednesday win
A media buyer’s guide to the Emmys
Ferguson kicks up cable news ratings
‘BoJack Horseman,’ amusing even so
Tell us, what’s your take on automated buying?
‘The Simpsons’ again, again, and again
Cable overnights: Comedy reruns top Tuesday
Hearst tries a Millennial magazine in NYC
NBC cancels ‘Working the Engels’
Two chances to see ‘Madam Secretary’
FX renews ‘Strain’ for season two
- Neil Munn rises to global CEO at BBH
- Kim Heneghan joins and Kim Castro rises at U.S. News & World Report
- Patty Adams Martinez, Busra Erkara and Mickey Stanley join Nylon
- Kevin Frazier becomes co-host at 'Entertainment Tonight'
- Rachel Brosnahan joins CBS's 'The Dovekeepers'
- Eva Longoria guesting on Fox's 'Brooklyn Nine-Nine'
- Megan Mullally and Natalie Morales guesting on 'Parks and Recreation'
- Tony Shalhoub joins the cast of Showtime's 'Nurse Jackie'
- Emmy-winning animator Liz Holzman dies at age 61
This week’s cable ratings
This week’s broadcast ratings
This month’s new media traffic data
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Media planner/buyer opening in Detroit
Senior media planner/buyer job in Phoenix
Opening for an associate media director in SF
Media buyer opening in Milwaukee
Manager of media planning job in Dallas