The short version

Brian Wieser predicted on September 4, 2024: “Like a Marvel actor the night before his big shirtless scene, the ad market is ‘healthy and maybe unsustainably strong’ this year. Per the report, the advertising industry has enjoyed an unusual three consecutive quarter trend of near double-digit growth, including 9.6% growth in Q2 this year (not including political advertising)… But Wieser…

Prediction by

Brian Wieser

On September 4, 2024

“Like a Marvel actor the night before his big shirtless scene, the ad market is ‘healthy and maybe unsustainably strong’ this year. Per the report, the advertising industry has enjoyed an unusual three consecutive quarter trend of near double-digit growth, including 9.6% growth in Q2 this year (not including political advertising)… But Wieser believes things will naturally decelerate in the back half and eventually level out to a more typical, mid-single-digit growth rate – down from 7.2% overall in 2024 to 5.3% in 2025.”

Follow-up

Wieser called the 2024 ad market healthy and maybe unsustainably strong. The year delivered: non-political US ad growth of roughly 7% with near-double-digit quarters, and total 2024 spend of about $397B per Madison and Wall - confirming the bull characterization for the predicted year. His later 2025 downgrade is a separate forecast cycle and does not change the 2024 outcome.

From the High Caliber AI network — see the AI for PR module in the course.