Looking for a positive take from WPP media buying unit GroupM’s 2008 global ad forecast? Here’s one: Ad spending in the U.S. won’t collapse this year. WPP’s global media buying unit said spending in the U.S. would rise 3.7%, driven by the Olympics, political spending and increases on the Internet. But without the Olympics or elections, growth would be 1.8%. And without growth attributed to the Internet, a flatline with 2007.
Group M’s outlook is slightly less optimistic than that issued by TNS Media Intelligence earlier this month which predicted 4.2% growth in 2008.
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