US Ad Revenues to Inch Ahead This Year, Expand by 6% in 2014

The US advertising market is quite heavily affected by political spending and the Olympics (P&O), with TV particularly influenced by cyclical P&O spending, according to [download page] the latest forecast from MAGNA GLOBAL. The researcher estimates that ad spending on core media will inch forward by 0.4% this year, but that growth is a more robust 2.4% when excluding P&O revenues. That disparity also means that TV revenues will decline by 2.8% this year, but otherwise be up by 1.9% when excluding the P&O impact. Next year, when P&O spending is back in play, the advertising market will rebound, growing by 5.9%, and fueled by an 8.9% expansion in TV revenues. (more…)