US Ad Forecast 2016-17

This article summarises Warc's latest adspend forecast for the US, extending to 2016 and 2017.
  • Following a 2.7% rise to US$168bn during 2015, total US advertising spend is expected to grow 5.8% this year – the fastest rate of growth since 2010.
  • Television adspend is expected to rise 6.6% this year, representing a 1.9 percentage point upgrade since the last forecast.
  • TV is benefiting from increased spending around the Rio Olympics and US presidential campaigns, and will hold on to its position as the largest ad channel in the US this year, albeit marginally.
  • Internet adspend is forecast to rise 13.7% this year and a further 12.5% next year, by when it...

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