Magna revises US ad forecast from 5.8% to 6.2% for 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 20, 2019, 3:41 AM UTC

Net advertising revenue for US is projected to be $235.4 billion in 2020.

Interpublic Group of Companies’ Magna has revised its ad prediction for the US market for 2019 and 2020. For 2019, the net advertising revenue has been revised from 3.0% to 4.1%. The projection for net advertising revenue has been revised from 5.8% to 6.2% for 2020.

Vincent Letang, executive VP of global marketing intelligence at Magna says a probable economic slowdown will be mitigated by political spending worth $5 billion in ad revenue. Magna’s research states that the slowdown may affect spending of verticals like automotive, retail and finance.

However, the media sector is expected to “remain very strong” next year, witnessing over 4% growth in consumer spending. The US net advertising revenue is forecast to increase from $221.6 billion in 2019 to $235.4 billion in 2020.

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