MediaPost has the details from London-based advertising researcher Warc, which is predicting the 2017 U.S. advertising market to grow at its fastest pace in six years. Warc is upgrading its earlier forecast for growth from 4.9% to 6%. The company says radio will decline 2.8%
TV spending is projected to increase 6.6% to $68 billion. But in 2017, with no Olympics or political advertising, TV advertising will decline again, sinking 4.5% to $65 billion.
Digital media will continue to increase, up 12.5% next year to $76 billion — with half of that going to mobile platforms.
Newspapers are projected to decline 12.7%, Magazines will be down 12.4% and radio will drop 2.8%.