U.S. ad spending projections remain mostly below 2007 peak

11/11/2012 | MediaPost Communications

U.S. spending on advertising is unlikely to reach its 2007 peak for some years, according to most industry forecasters, even though firms disagree about exact spending levels. Kantar says the 2012 market total will come in at $147 billion, compared with 2007's $158.2 billion, based on a growth rate of 2.2%, but ZenithOptimedia predicts a year-end spend of $161 billion, compared with a $177.6 billion 2007 peak. Nielsen is forecasting growth of 4% this year to $131 billion, well below a $140.5 billion peak, and GroupM pegs growth at 3.6% to $152.5 billion compared with $162.6 billion in 2007.

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