Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

VIDEO: When Marketing Predictions Go Bad

The Flawed Business of Media Forecasting

By Published on .

NEW YORK (AdAge.com) -- He's not sure whether Nostradamus ever made a veiled prophecy about DVR penetration but Ad Age media reporter Andrew Hampp suspects the 16th-century French seer might be more accurate on the subject than our current crop of media forecasters. In this three-minute report, Hampp discusses the distressing gap that too often separates analysts' predictions and the actual reality of how emerging new-media technologies evolve and are portrayed in the annual benchmark forecasts that are so critical to today's marketers and investors.

Also see recent print story, Lies, Damned Lies and Ad Predictions

Advertising Age Embedded Player
Most Popular
In this article: