BtoB

Merrill Lynch: U.S. ad spending to increase 2.9% this year

Published on .

Most Popular

New York—U.S. advertising is expected to increase 2.9% this year (2.7%, excluding direct mail), which trails projected nominal GDP growth of 4.5%, according to Merrill Lynch’s Advertising & Publishing Monthly Industry Overview e-mailed Thursday.

Merrill Lynch said the latest forecast is fairly consistent with its early December estimate of a 2.6% increase.

Along with industry prognosticators Universal McCann and ZenithOptimedia, Merrill Lynch agreed overseas ad growth will be better than U.S. growth, and that online spending will remain robust.

—Carol Krol

In this article: