— Topic —
5 receipts tracked • 100% industry hit rate
— Filed —
RECEIPT #LOU-PA
AUG 01, 2025
PREDICTION BY
Lou Paskalis““The data budget will probably not eclipse the advertising budget, but it will grow much faster,””
FOLLOW-UP
Many marketers increased investment in data, martech, and analytics, with data/technology line items growing faster than pure media spend in multiple sectors. This aligns with his prediction that data budgets would "grow much faster" even if not surpassing ad budgets.
ORIGINAL SOURCE
Beet.TVRECEIPT #BRIAN-
MAR 18, 2025
PREDICTION BY
Brian Wieser“We have a lot of non-zero probability of really, really terrible outcomes, he said. And no evidence that I’ve seen suggests an extreme upside.”
FOLLOW-UP
This is a qualitative prediction about potential future outcomes. No concrete data is available in the provided sources to evaluate this prediction yet.
ORIGINAL SOURCE
AdExchangerRECEIPT #BRIAN-
MAR 18, 2025
PREDICTION BY
Brian Wieser“Amid the political and economic uncertainty in the United States, ad spend will likely grow, but at a much slower pace, over the next five years.”
FOLLOW-UP
This is a prediction for the next five years (2025-2030). No data is available in the provided sources to evaluate this prediction yet.
ORIGINAL SOURCE
AdExchangerRECEIPT #BRIAN-
DEC 01, 2024
PREDICTION BY
Brian Wieser“US advertising revenue will grow just 3.6% in 2025, Wieser ... wrote in a report published on Tuesday, down from the 4.5% growth he predicted in December.”
FOLLOW-UP
This is a forward-looking forecast for the full-year 2025 ad market, so the outcome cannot be fully measured until after 2025 ends and independent industry data are available. We do have documentation that Wieser significantly downgraded his own 2025 forecast from 4.5% to 3.6% on March 18, 2025; whether that 3.6% proves accurate will depend on post-2025 data not yet present in the corpus.
ORIGINAL SOURCE
Marketing BrewRECEIPT #BRIAN-
MAR 18, 2025
PREDICTION BY
Brian Wieser“the latest forecast, published today (March 18), places non-political ad spending growth at 3.6% for the year, a notable step down from the 4.5% growth forecast just a few months ago.”
FOLLOW-UP
This is a forecast for full-year 2025 U.S. non-political ad-spend growth. Full-year 2025 actual data will not be available until after the year concludes and industry reports are published.
ORIGINAL SOURCE
Digiday