Agency Forecasts: Look For Growth In The 4%-5% Range Next Year

Expect some moderate growth in advertising in 2018. That growth will be boosted in part by big events like the Olympics and mid-term political elections. Below are summaries of the newly issued forecasts from WPP’s GroupM, Interpublic’s Magna, and Publics Group’s Zenith.

WPP’s GroupM is forecasting global ad expenditure growth of 4.3% in 2018 to nearly $558 billion. That estimate is based on the assumption that 2017 expenditures will be 3.1% to about $535 billion.

For North America, the firm estimates that expenditures will reach almost $200 billion next year, up 3.4%, following a 2.2% gain this year to more than $193 million. The release of the new forecast was timed to this week’s UBS Global Media and Communications Conference in New York.

GroupM attributes the modestly improved outlook for next year to better than expected GDP growth with rising consumer demand, fixed investment, industrial production and exports. But the firm cautioned that excessive debt, potentially weakening productivity and resulting stagnant interest rates could impact the economy negatively.
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