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Ad Spending Forecasts 


Leading industry forecasters give the following estimates:

  • MagnaGlobal reports that U.S. ad revenues for 2015 are projected to increase 1.6% to $166.2 billion, excluding Olympic and political advertising. In 2016, ad revenues are expected to grow 5.7% to $175.6 billion.
  • Brian Wieser, senior research analyst at Pivotal Research Group, estimates ad revenues for 2015 will grow by 2.5% to $189 billion, which includes direct, but not political or Olympics spending. A further 2.9% increase is predicted for 2016 to $195 billion. The chart below provides breakouts for media ad revenues through 2019.
  • Ad Spending 2010-2019E by Medium is estimated by Pivotal Research.
  • ZenithOptimedia forecasts a 3.7% increase in U.S. ad spending in 2015. In 2016, ad spending is expected to rise 4.0% while an increase of 3.7% is predicted in 2017.
  • Group M estimates a 3.1% growth in U.S. ad spending to $170 billion for 2014. A 3.9% increase to $177 billion is predicted for 2015.
  • Total advertising expenditures increased 2.2% in the first nine months of 2014 according to data released by Kantar Media.
  • The Myers BizNet Media Business Report provides spending data from 2010 through 2020 across all marketing media, including trade promotion, shopper marketing, legacy and digital media, experiential/event marketing, custom publishing and more.

Marketing Spend

The CMO Council compiles facts, stats, and forecasts about ad spending. The allocation of ad budgets is included.

J.P. Morgan Survey of Top 100 Advertisers

J.P. Morgan analysis of comments made by the top 100 advertisers reveals that 75% of marketers plan to boost 2015 marketing budgets. Overall digital spending will benefit with significant investments in native ads and video on smartphones.

Digital Ad Spending Outlook

A variety of sources predicts digital ad spend for the coming year.

2015 RSW/US New Year Outlook Report

Marketer and agency expectations for 2015 are reported on, including marketing budgeting and spending plans.

Marketing Fact Pack

Advertising Age's annual compilation of ad spending data for the largest advertisers, mega-brands, leaders in major industry categories and more.



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