RECEIPT #MICHAE
JAN 24, 2018
PREDICTION BY
Michael Nathanson“MoffettNathanson Research now says its overall estimate for traditional U.S. advertising will decline 1.4% in 2018, with digital media climbing 17%. The overall U.S. advertising market will improve 6.7% this year, up from a 2.5% increase in 2017.”
FOLLOW-UP
Global and U.S. ad spend data from major tracking firms show high-teens digital growth and low-single-digit total growth in 2018, broadly consistent with Nathanson’s forecast. Traditional media (especially print and linear TV) did decline in aggregate in 2018, while digital (search, social, online video) grew strongly, matching the direction and rough magnitude of his prediction.
ORIGINAL SOURCE
www.mediapost.com