Advertising Firm Magna Global Trims 2025 Growth Forecast, Citing Drop In Consumer Confidence

deadline.com:

Advertising firm Magna, part of media giant Interpublic, has trimmed its 2025 forecast due to recent declines in consumer confidence.

The new outlook calls for growth of 4.3%, down from a prior expectation of 4.9%. Excluding cyclical events like the election and the Olympics, Magna is now looking for 6.7% growth, down from 7.3%.

Digital ads will remain strong, posting high-single-digit gains, while legacy categories like linear TV are expected to stagnate.

In part, the adjustment also reflects difficult comparisons with 2025. U.S. ad sales hit $380 billion last year, with the growth rate of 12.4% the highest of any year in the past two-and-a-half decades except for the 2021 rebound from Covid.