ANALYSTS CONTINUE TO PREDICT AD SPEND UPSWING

Growth Expected From Improving Radio, Broadcast Sales

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NEW YORK (AdAge.com) -- More analysts weighed in with upgraded forecasts for U.S. advertising spending.

Kevin Sullivan, advertising analyst at Lehman Brothers, New York, revised his 2002 spending forecast to project growth of 1.4%, up from 0.6% growth. He attributed to improvement mainly to better broadcast ad sales.

He upgraded broadcast

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TV and radio spending to 3.5% growth each, instead of TV shrinking 3% and radio growth of 2.5%; his cable TV growth forecast remains unchanged at 5%.

Mr. Sullivan also cut back his forecasts for newspapers (drops 1% instead of remaining flat), magazines (down 4%, from down 1%) and the Internet (flat, instead of growing 10%).

Additionally, Salomon Smith Barney media analyst Niraj Gupta noted signs of improvement in radio and outdoor sales in the first quarter and suggested second-quarter sales will be a few percentage points higher.

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