— Topic —
10 receipts tracked • 50% industry hit rate
— Filed —
RECEIPT #BRIAN-
MAR 18, 2025
PREDICTION BY
Brian Wieser“According to Brian Wieser… the latest forecast, published today (March 18), places non-political ad spending growth at 3.6% for the year…”
FOLLOW-UP
This is a prediction for 2025. Full, realized outcomes for 2025 non-political ad spending growth are not yet available in the provided text.
ORIGINAL SOURCE
digiday.comRECEIPT #BRIAN-
MAR 18, 2025
PREDICTION BY
Brian Wieser“Wieser now estimates U.S. ad spending growth will rise 3.6% in 2025, down from his 4.5% forecast in December 2024, and his 5.3% benchmark in September 2024.”
FOLLOW-UP
This is a prediction for 2025. Full, realized outcomes for 2025 US ad spending growth are not yet available in the provided text.
ORIGINAL SOURCE
www.mediapost.comRECEIPT #BRIAN-
DEC 09, 2024
PREDICTION BY
Brian Wieser“According to industry doyen Brian Wieser… digital ad spending excluding political dollars is set to grow 8.4% next year, a noticeable drop from the 14.3% growth expected in 2024.”
FOLLOW-UP
This is a prediction for 2025. Full, realized outcomes for 2025 digital ad spending growth are not yet available in the provided text.
ORIGINAL SOURCE
digiday.comRECEIPT #BRIAN-
DEC 10, 2024
PREDICTION BY
Brian Wieser“Wieser… found that US ad revenue grew roughly 9% this year, nearly 1.8% higher than he previously forecast. However, he’s already tamped down his expectations for the new year, calling for growth of 4.5%.”
FOLLOW-UP
Wieser's December 2024 forecast for 4.5% US ad revenue growth in 2025 was optimistic. By March 2025, he downgraded this forecast again to 3.6%, citing continuing geopolitical turmoil and uncertainty, indicating an even softer year than anticipated in December.
ORIGINAL SOURCE
www.marketingbrew.comRECEIPT #BRIAN-
SEP 04, 2024
PREDICTION BY
Brian Wieser“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.
ORIGINAL SOURCE
www.mediapost.comRECEIPT #BRIAN-
JUN 05, 2024
PREDICTION BY
Brian Wieser“The latest estimates put growth at 6.7% in Q2, with an upgrade for the full year from 5.6% to 6.3%. … He thus predicted Q3 and Q4 2024 to grow ‘at a slightly slower pace on the back of relatively difficult comparables’.”
FOLLOW-UP
Wieser's Q2 estimate of 6.7% growth was conservative, as actual Q2 expansion was 9.6%. His full-year upgrade to 6.3% was also conservative, with later forecasts reaching 7.2%. However, his prediction that Q3 and Q4 2024 would decelerate was directionally correct, as growth remained solid but down from the earlier strong quarterly rates.
ORIGINAL SOURCE
uk.themedialeader.comRECEIPT #BRIAN-
MAR 25, 2024
PREDICTION BY
Brian Wieser“Wieser now expects 5.6% growth in 2024, up from a prior 5.2% annual growth forecast. First-quarter ad industry revenue should rise 8%....”
FOLLOW-UP
Wieser's March 2024 forecast of 5.6% full-year growth and 8% Q1 growth for the US ad economy understated actual 2024 performance. His own later estimates and contemporaneous reporting show the realized (or very nearly realized) outcome closer to 7%+ growth for the year ex-political, with Q2 growth coming in much higher than implied by the Q1 estimate.
ORIGINAL SOURCE
adage.comRECEIPT #BRIAN-
APR 21, 2024
PREDICTION BY
Brian Wieser“Advertising expenditures in the United States are projected to rise by 5.6% this year, reaching $360 billion, as reported by financial analyst Brian Wieser.”
FOLLOW-UP
Wieser's initial forecast of 5.6% growth for U.S. ad expenditures (excluding political) was later revised upward to 7.2%, indicating the original prediction was too low.
ORIGINAL SOURCE
ForbesRECEIPT #BRIAN-
MAR 25, 2024
PREDICTION BY
Brian Wieser“Wieser now projects the U.S. ad economy will expand 5.6% this year — up from the 4.3% he originally projected in September 2023, and up from 5.2% in his last upward revision in November 2023.”
FOLLOW-UP
Wieser later revised this forecast upward multiple times, eventually projecting 7.2% growth for 2024 (excluding political), indicating the market performed better than this initial 5.6% forecast. The forecast was directionally correct in predicting growth, but the magnitude was too low.
ORIGINAL SOURCE
MediaPostRECEIPT #BRIAN-
APR 21, 2024
PREDICTION BY
Brian Wieser“Advertising spend is likely to be up 5.6% in the US this year to $360 billion, according to financial analyst Brian Wieser. ... the increase excludes political advertising, which on its own Wieser expects to hit $15.5 billion across all media. The moderately bullish forecast is on the back of positive economic data and sees a return to mid, single digit growth.”
FOLLOW-UP
Wieser's specific predictions for 2024 US ad spend ($360 billion overall, $15.5 billion political) are still awaiting final, comparable public data. Later forecasts from GroupM suggest a slightly higher total US ad spend ($365.9 billion) but align with the 'mid-single digit growth' trend. The political ad spend figure is difficult to compare due to differing scopes in public reporting. The outcome is directionally consistent but not quantitatively verifiable with final data yet.
ORIGINAL SOURCE
www.forbes.com