The short version

Brian Wieser predicted on September 4, 2024: “For the fifth time in five consecutive quarterly updates, ad industry economist Brian Wieser has revised his 2024 U.S. ad‑spending growth outlook upward. Citing a “much stronger than expected” second‑quarter expansion of 9.6%, Wieser now projects that 2024 will grow 7.2% over 2023. Importantly, the growth estimate excludes what is projected to be…

Prediction by

Brian Wieser

On September 4, 2024

“For the fifth time in five consecutive quarterly updates, ad industry economist Brian Wieser has revised his 2024 U.S. ad‑spending growth outlook upward. Citing a “much stronger than expected” second‑quarter expansion of 9.6%, Wieser now projects that 2024 will grow 7.2% over 2023. Importantly, the growth estimate excludes what is projected to be a banner year for U.S. political ad spending, which if added in, would boost the 2024 U.S. ad economy up in the double digits — 10.5% — if included.”

Follow-up

The September forecast (7.2% ex-political, 10.5% including political) still under-estimated the eventual 2024 growth rate, which Wieser later estimated at ~8.6–9% overall.

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