U.S. ad spend expected to remain sluggish

December 04, 2007 Advertising spending growth in the U.S. will continue to underperform global gains next year as the Olympics and U.S. elections as well as continued Internet advances will be counterbalanced by sluggish basic underlying trends. Bob Coen, director of forecasting at media agency Universal McCann, forecast a 3.7% gain in U.S. ad spending in 2008 to $294.4 billion, higher than this year thanks to the Olympics and the U.S. presidential elections. In his first stab at the 2008 outlook published this year, Coen predicted U.S. ad spending would reach $305 billion, up 5% from his 2007 forecast at the time.

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