RECEIPT #BRIAN-
SEP 04, 2024
PREDICTION BY
Brian Wieser“Citing a “much stronger than expected” second‑quarter expansion of 9.6%, Wieser now projects that 2024 will grow 7.2% over 2023. …which if added in, would boost the 2024 U.S. ad economy up in the double digits — 10.5% — if included. As for political ad‑spending growth, Wieser now says it will be ‘helpful’ to the U.S. ad economy — especially for local TV ad spending — but actually will not expand as much as previous comparable cycles.”
FOLLOW-UP
These forecasts became the industry benchmark for 2024, and no public reports indicate a significant deviation from these predictions. The political ad spend estimation also aligns with later observations of its impact.
ORIGINAL SOURCE
MediaPost