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Ad Spending Forecasts 


Leading industry forecasters give the following estimates:

  • MagnaGlobal reports that U.S. advertising sales grew by 2.1% to $167 billion in 2015, and are expected to increase 5% in 2016.
  • 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 2016. In 2017, ad spending is expected to rise 2.8% while an increase of 3.1% is predicted in 2018.
  • U.S. advertising expenditures declined 3.9% to $36.4 billion in the third quarter of 2015 according to data released by Kantar Media. Be aware, results do not include mobile and online video advertising.
  • According to MyersBizNet, advertising spend is predicted to increase 7.7% to $194.6 billion in 2016.

2016 New Year Outlook Report

RSW/US reports marketer and agency expectations for 2016, including marketing, advertising, and media spending.

Future of Advertising Spend: How Has It Evolved, and How Will It Continue to Evolve?

L.E.K Consulting highlights the following topics:

  • Projections for future ad spend
  • The shift in advertising spend-by-medium
  • The affect future economic conditions will have on ad spend
  • Agency consolidation.

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.



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