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%.
Music video platform Vevo has partnered with Magna and IPG Media Lab and revealed significant findings around the nuances of multicultural audiences’ video viewing behavior. “The Anatomy of a Video Experience: A Multicultural Study” explores how audiences consume content across multiple devices and their motivations around viewing habits. Understanding these subtleties is key for advertisers […]
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.
Magna’s new outlook calls for digital to become the majority of U.S. ad spending some time this year. But the other side of that story is the erosion of TV’s share of ad spending. According to Magna, the U.S. TV advertising marketplace — with the exception of local growth in election years — is now in a permanent ad recession.
Interpublic’s Magna unit this morning revised its U.S. ad-spending growth forecast for 2018 up by half a percentage point to 5.5%. The release comes a day after Publicis Media CEO Steve King told investors his agency is poised to upgrade its outlook as well, given a stable macroeconomic outlook for the general economy. Magna now projects U.S. advertising will expand 5.5% to $197 billion.
Magna’s latest Media Sports Report finds that the distribution rights’ cost for every major sport is more than the ad revenue the networks get from airing them. Magna analysts see that gap as becoming unsustainable and reaching a tipping point.
IPG Mediabrands’ Magna unit has made an “industry-first” deal with Roku, the digital streaming device/platform, to deliver improved advertising targeting and measurement to marketers.
Interpublic research arm Magna has upgraded its U.S. ad revenue forecast and now predicts that media owners’ net advertising revenues will grow 6.3% to $179 billion in 2016, the strongest growth rate since 2010.