Down, down, down. Some major analysts have recently revised their projections of ad spending for 2009, and it comes as no surprise that the original projections of double-digit growth have shriveled into the low single digits for the sector.
UBS Equities recently downgraded its ad spending forecast to 1.4 percent growth,
compared to the company's previous estimate of a 10.4 percent rise in spending.
Veronis Suhler, meanwhile, broke digital media spending out of its overall forecast. While overall US advertising is now projected to decline -0.4 percent, versus a previous forecasts of 4.9 percent growth, online will fare better.
— Internet and mobile spending are projected to grow 9.1 percent, down from previous forecasts of 15.5 percent.
— Mobile
content and video games will grow 34.2 percent and 19.5
percent respectively.
— Traditional media: newspapers, TV, magazines, and radio ad spend is forecast
to plummet -16.2 percent, -9 percent, -8.5 percent, and -7.2 percent
respectively.
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by Rebecca Lieb
25 February 2009 13:28pm
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