The short version

Brian Wieser predicted on September 4, 2024: “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.” Verdict: Partially right. Wieser's…

Prediction by

Brian Wieser

On September 4, 2024

“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

Wieser's September 2024 forecast of 7.2% non-political growth and 10.5% with political was still slightly conservative. His own December 2024 retrospective summary indicated roughly 9% total ad revenue growth for 2024 (implying the ex-political was also higher than 7.2%), but the double-digit political growth prediction aligns with later characterizations of 2024.

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