U.S. Ad Market to "Nearly Stabilize" in Second Half: Study

hollywoodreporter.com:

The U.S. advertising market will "nearly stabilize"in the second half of the year with a 2 percent decline "as the economy reopens, consumption resumes and political ad spend piles up" to hit a record, according to Magna, the research arm of advertising giant Interpublic Group.

The company on Wednesday predicted that this would lead to a full-year ad decline of 4.6 percent to $213 billion. "In 2021, Magna expects advertising sales to rebound, posting a gain of 4.0 percent (5.4 percent excluding cyclical events)," a summary of its report said. "However, with a total of $222 billion, the U.S.

ad market will still be slightly smaller than it was in 2019 at nearly $224 billion." The firm forecasts next year's rebound to be "driven by a recovery.