Ad-Spending Forecaster Magna Cuts Growth Outlook, Citing Consumer Confidence
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variety.comBrian Steinberg Senior TV Editor One of the advertising industry’s top forecasters has tempered its expectations for ad spending in the U.S., citing a foggy economic outlook and a downturn in consumer confidence.
Magna, a media-research unit that is part of the IPG Mediabrands division of the ad-holding giant Interpublic Group, has called for U.S.
ad sales to reach $397 billion this year, an increase of 4.3% from 2024 when factoring in cyclical events such as last year’s election season.
But in December, Mediabrands projected growth of 4.9% for the year. “The combination of a strong, stable economy and ongoing media/advertising innovation drove record ad spend growth in 2024.
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