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Magna says U.S. ad spending will fall 14.8% this year

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New York—U.S. ad spending will total $161 billion this year, down 14.8% from $189 billion last year, according to a new forecast from Magna, a division of Interpublic Group's Mediabrands.

According to the report, the first half will be the worst period of the recession, with ad revenue down 18% from the same period last year.

Ad spending will continue to decline through the second half of next year and will not begin to grow again until the second half of 2011, according to the forecast.

Between 2009 and 2014, ad spending will achieve compound annual growth of only 1%, the report said.

The forecast uses Magna's new methodology, which is based on revenue reports from media companies rather than spending by advertisers.

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