Magna

IPG Mediabrands has unveiled plans to step up its efforts to safeguard clients from the negative impact of misinformation in media — especially on social media — prioritizing political, climate, health care, AI-generated and brand-specific content. The initiative, which was announced along with a new spate of research revealing how consumers feel about brand advertising in misinformation environments, includes an expansion of an ongoing research relationship between IPG Mediabrand’s Magna and brand content safety platform Zefr, as well as new technology developed by IPG Mediabrands’ Kinesso unit.

Despite an improving economic outlook, media buyer Magna forecasts that weakness of linear networks will result in national TV ad revenues falling 4.7% to $44.2 billion in 2024. Magna sees spending on linear networks dropping 8.8% to $34.2 billion, while streaming, including ad supported video on demand, connected TV and free ad-supported streaming television is expected to jump 12.9% to hit the $10 billion mark, accounting for 22% of national TV ad market.

Following five semi-annual revisions since it was first benchmarked in July 2021, the Big 4 agency holding company forecasting composite for worldwide ad-spending growth for this year has fallen 1.1 percentage points to 4.3%. The composite — a simple average of each holding company’s percentage growth estimate for total ad spending — also shows the consensus falling to 5.8% for worldwide growth next year, down from +7.1% when it was first benchmarked in January 2022.

The U.S. ad market showed improvement in the second quarter, but the main beneficiary was digital advertising, leaving the outlook for linear TV ad spending stagnant, according to Magna, the forecasting and intelligence unit of IPG Mediabrands.

Agencies want broadcasters to run what they pay for and feel that should no longer be challenging in 2023, executives from Sinclair, Magna, Icon International and Locality said during a TVNewsCheck webinar last week.

Executives from Sinclair, Magna, Locality and ICON International will explore the many ways to potentially streamline local television ad buying and selling and which methods are furthest along the track in a TVNewsCheck Working Lunch Webinar on July 27. Register here.

IPG Mediabrands’ Magna on Monday became the latest of the big agency holding company forecasting units to revise its 2023 advertising growth outlook downward, albeit slightly, for both the U.S. and worldwide. Magna revised its U.S. growth forecast down nearly a percentage point to 2.5%, from the 3.4% it had been estimating when it released its last quarter update for the U.S. in March.

Audience measurement firm Comscore has struck a deal with Magna, part of IPG Mediabrands, to use Comscore’s local television ratings to “inform” local TV buys across the organization. The companies said Comscore is the only alternative ratings service that will be used by Magna for local television. The firm also uses the Nielsen local ratings.

A post-pandemic ad-spend boom has already begun to recede. Two of the world’s biggest media-buying firms — WPP’s GroupM and Interpublic Group’s Magna  — projected a slowdown in the rate of ad-sales growth for both 2022 and 2023, citing factors that include a reduced pace of business in China as well as a pullback by several key advertising categories in the face of inflation and the possibility of a recession.

Media agency Magna Global forecasts that video advertising revenue will drop 3.1% next year, with gains in connected TV and other forms of over-the-top and ad supported VOD offset by declining spending on national linear TV. Magna sees national linear TV falling 5.8% in 2023, following a projected 3.3% drop in 2022. So far in the first half 2022, national linear ad revenue is up 2.4%.

Consumers said ads in news content were more relevant and valuable, particularly if the ads were placed in a trusted news source, according to a new study from Disney and Magna.

Madison Avenue’s consensus outlook for the U.S. ad economy improved dramatically this morning, as IPG Mediabrands’ Magna unit increased its forecast for 2021 ad growth to 23.2%, up from 15.1% in June, 6.4% in March and just 4.1% when it made its original prediction for the year in December 2020. Magna also upgraded its outlook for 2020, and now expects it to rise 11.6%, up from the 8.0% it was projecting in its June update.

IPG Mediabrands’ Magna Global unit becomes the second major agency forecasting unit to update its U.S. advertising outlook, revising its 2021 forecast to +6.4%, a 2.3 percentage-point improvement for the 4.1% growth it was projecting for the U.S. ad economy when it released its last estimate in December 2020.

IPG Mediabrands’ Magna unit has revised its 2020 U.S. ad outlook down once again, but is keeping its 2021 forecast the same. Magna now projects the U.S. ad economy will decline 4.6%, three-tenths of a percentage point more than the 4.3% it projected U.S. ad spending would fall this year. Its 2021 forecast remains the same: +4.0%.

Ad revenue for traditional “linear” media could fall as much as 12% in 2020 due to the coronavirus pandemic, while digital media advertising could still rise more than 4%, according to a new forecast from Interpublic Group’s media-research unit Magna.

Amid concerns of a looming U.S. economic downturn, the U.S. ad market grew 7.6% during the first half of 2019 and is on track to increase a total of 6.3% for the full year, according to revised estimates released today by IPG Mediabrands’ Magna unit.

“In our current multiplatform world, everything is now being sold on an impression basis except linear TV,” says TVB President Steve Lanzano. “We want local TV stations and the ad agencies to be able to sell and buy that way, too. We have been working with the buying agencies for some time behind the scenes and now we are going public.”

U.S. ad spending is expanding at a higher rate than anticipated — jumping 5.8% in the second quarter after rising 6.5% in the first quarter — and is now on pace to reach a new all-time high for full-year 2018, topping $200 billion for the first time, according to a revised forecast released by IPG Mediabrands’ Magna unit.