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

For 2024, public updates from Madison and Wall and other forecasters support non-political ad growth around 7% with near-double-digit year-over-year growth in several quarters, aligning with the “bull” characterization. For 2025, Wieser himself revised expectations to a lower growth rate than the 5.3%, making the original 5.3% prediction for 2025 evolving as initial forecasts were tempered.

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