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BtoB

Group M raises global ad spending forecast

By Published on .

New York—Group M, the media group of WPP, has revised its global ad spending forecast to $451.0 billion this year, up 3.5% over last year, from a December forecast of just 1.0%.

Group M also revised its U.S. ad spending forecast to $145.0 billion this year, down 1.3% from last year, from an earlier projection of a 4.3% decline. Next year, U.S. ad spending will increase 2.5% to $149.0 billion, according to the forecast.

“The U.S. media marketplace has clearly bottomed out earlier this year, and we expect moderate growth in 2011 consistent with GDP improvement,” said Rino Scanzoni, chief investment officer at Group M. “Television and online spending will outpace other media as they lead with return-on-investment metrics.”

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