Days ahead of Monday’s year-end updates from the Big 3 agency holding companies, former agency insider and renowned ad industry forecaster Brian Wieser of Madison and Wall is upgrading his own outlooks for 2023 and 2024 by nearly a percentage point each. Wieser, who in September projected U.S. ad spending would rise 5.0% and 4.3%, respectively, in 2023 and 2024, now predicts they will expand 5.9% and 5.2%, respectively.
Brian Wieser, a Madison Avenue and Wall Street analyst who has long been one of the staunchest defenders of television’s advertising primacy, is no longer so sure. In Wednesday’s edition of his Madison and Wall newsletter, the former GroupM business intelligence chief, acknowledged, “Now I see more downside risk than upside potential” for television as an advertising medium.