ZenithOptimedia lowers ad spending forecast for 2009

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New York—ZenithOptimedia has significantly lowered its global ad forecast for 2009, projecting that global ad spending will decrease by 0.2% next year, down from an earlier projection of 4.0% growth.

Ad spending in North America is projected to decline 5.7% next year, down from a projection of 0.9% growth published just two months ago.

Internet advertising is expected to grow 18.0% next year, which is still on track with ZenithOptimedia’s earlier projection.

“The global ad market will be very tough in Q1 2009, and Q2 is unlikely to be much better,” ZenithOptimedia stated in its forecast.

However, it projects a mild recovery beginning in the third quarter, with spending picking up in the fourth quarter.

—Kate Maddox

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