New York-headquartered TNS Media Intelligence/CMR is in ultra bull mode, having dusted down its crystal ball and polished up its forecast of American adspend for the current year.
Earlier this year TNS predicted US advertisers would lift their expenditure in major media 7.8% in comparison with 2003. The researcher now divines a year-on-year adspend increase of 9.3% -- nineteen percentage points up on its previous estimate.
Based on actual first quarter spending, TNS says it expects aggregated revenues for 2004 to reach $140.3 billion (€116.86bn; £76.83bn) compared with its earlier assessment of $138.4bn.
It also cites a spending surge in some sectors, notably automobiles.
Data sourced from: New York Times; additional content by WARC staff