Zenith Optimedia adjusts ad growth forecast downward, increases estimate for online spending

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July 19
London—Advertising growth forecasts for 2005 have been adjusted downward, but Internet spending is expected to continue to increase, according to media agency Zenith Optimedia Group.

The agency on Monday announced changes to its 2005 advertising spending forecast, reducing its overall ad growth estimate to 4.7% in 2005 from the 5.4% ad growth it forecast earlier this year. The new report expects a $3.6 billion cut in traditional media spending in the U.S. this year, but adds $1.2 billion to its Internet estimate.

—Carol Krol

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