Receipt
Filed September 5, 2026
The short version
Brian Wieser predicted on January 3, 2024: “Although the relative highs of 2023 will be hard to repeat, he predicts the US ad industry will grow by roughly 5% (minus political spending) and 9% with political spend.” Verdict: Partially right. Direction right, magnitudes low on both counts. Wieser predicted roughly 5% ex-political growth and 9% growth including political for 2024.…
Prediction by
Brian Wieser
On January 3, 2024
“Although the relative highs of 2023 will be hard to repeat, he predicts the US ad industry will grow by roughly 5% (minus political spending) and 9% with political spend.”
Follow-up
Direction right, magnitudes low on both counts. Wieser predicted roughly 5% ex-political growth and 9% growth including political for 2024. By December 2024 he had revised his own ex-political estimate up to 9.0% - the fifth consecutive upgrade and more than double his initial 4.3% benchmark - and including political spending the year came in around 10.5%. The ad market did not talk itself into a downturn, but his January numbers underestimated the year by several points.
Original source
AdExchanger – “Don’t Talk Yourself Into A Downturn In 2024”From the High Caliber AI network — see the AI for PR module in the course.