Five Revisions Later, Big 4 Composite Falls To +4.3% This Year, +5.8% Next Year

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.


’22 Will Be Spot TV’s ‘Year Of The Test’

Executives from NBCUniversal Local, Magna Global, Zenith and Dentsu told a TVNewsCheck webinar last week that the move from GRPs to impressions, plus Nielsen’s inclusion of BBO homes in its measurement, will make for a year of transition before ratings normalize.

Google, Meta Dominate As Digital Propels Global Ad Growth

The global advertising industry will notch higher growth this year than previously expected as brands are relying more heavily on search engine and social media companies such as Alphabet Inc.’s Google and Meta Platforms to reach customers during the pandemic, according to two ad industry forecasts released today.

U.S. TV Ad Spending To Rise By 4% In 2022, Zenith Forecasts

Advertising spending on TV in the United States is expected to increase 4% to $65.151 billion in 2022 from pandemic lows, but growth will be limited and pale compared to digital video, according to a new forecast from media agency Zenith.

U.S. TV Ad Spending To Drop 4% In 2021 As Digital Video Booms

Media agency Zenith is forecasting a decline in U.S. TV ad spending in 2021 as audiences shrink and marketers pour their advertising dollars into digital video. “Audiences continue to migrate online, and online video viewing is growing rapidly, even as traditional television ratings shrink again after a one-off spike when lockdowns began in 2020,” Zenith said in its report. “Advertisers value online video as a means of maintaining reach while television declines, but it’s an effective form of brand communication in its own right.”

Global Ad Spending To Shrink 9% In 2020, But Digital Is Bouncing Back: Zenith

Advertising spending is due to decline 9.1% in 2020 due to COVID-19, according to a new forecast by media agency Zenith. Regionally, the U.S. is benefiting from political spending ahead of the November elections, with the decline projected at 7% in 2020. Zenith now forecasts that digital advertising will account for 51% of global ad spend this year, up from the 49.5% it forecast in December.


TVN To Present Second Webinar On Optimizing Spot TV In A Tough Year

Leading executives in the spot TV advertising ecosystem will talk about ways to entice a larger number of marketers to invest in local TV during a TVNewsCheck webinar on Aug. 6. The event, which will focus on short- and long-term issues facing the industry, will feature (top, l-r): Frank Friedman, E.W. Scripps; Jane Meyerson, ICON International; Joe Cerone, Zenith; (bottom, l-r):  Rob Weisbord, Sinclair Broadcast Group; Mark Gorman, Matrix Solutions and Ted Kramer, ProvantageX.  Register here.

Programmatic Ad Spend To Hit $147B By 2021

Programmatic trading continues to grow — exceeding $100 billion for the first time in 2019 and rising to $127 billion in 2020 and $147 billion in 2021, according to a new forecast from Publicis Groupe media agency Zenith.

Zenith Downgrades ’19 Ad Spend To $640B

Despite trade disputes and fears of recession, the ad market has remained strong year-to-date, driving global ad growth. Overall, Zenith is now forecasting that global ad spend will grow by 4.4% this year to reach $640 billion, down slightly from the 4.6% prediction made in June. Growth is expected to remain stable at 4.3% in 2020 and 4.4% in 2021.


Zenith Media’s Vendetti To Keynote TV2020

Neil Vendetti, president of investment at Zenith, will explore what advertisers are looking for in a disrupted media environment in the keynote interview at TVNewsCheck’s annual TV2020: Monetizing the Future conference in New York in October.

Zenith: Online Ads To Grow 10% Globally In ’20

Media agency group Zenith forecasts that internet advertising will grow by 10% worldwide next year, its lowest growth rate since 2001. Cinema advertising is predicted to surge more than 12%, making it next year’s fastest growing ad medium.

Ad Outlook Downgraded Again

Zenith has downgraded its global ad-spending forecast for 2019, now predicting 4.6% growth to $639 billion. That’s down a bit from the 4.7% growth the Publicis Groupe media agency had forecast in March. Growth is expected to taper slightly in the following two years, Zenith now predicts, including 4.4% for 2020 and 4.3% for 2021.

Zenith Downgrades Ad Growth Outlook

Zenith is the third agency to issue a downgrade in its ad spend forecast for 2017 in recent weeks. Sluggish economic growth is cited in the revisions.

Zenith Reups Nielsen Local Ratings Contract

The new agreement includes access to Nielsen currency data across all 210 local DMAs.


Media Consumption Peaked In 2016

People watched, read, listened, streamed and posted more media than ever in 2016, but that consumption plateaued this year, according to data released today by research firm Zenith. Globally, individuals on average spent 456.1 minutes each day consuming media last year — in 2017, it’s expected to decline slightly to 455.8 minutes.

Zenith Upgrades U.S. Ad Spend Forecast

Citing stronger growth-than-expected in the U.S., Zenith has upgraded its global ad-spending outlook for the next several years. Global advertising expenditure will grow 4.4% this year to reach $539 billion — ahead of the 4.1% previously forecast in June, the media agency is now predicting. The latest forecast was released today.

TV Still Global Media King, Mobile Growing

New figures out today show TV remains the top draw for eyeballs, desktop internet use is waning and mobile’s slice of people’s screen time is growing. The study from Zenith finds TV attracted 177 minutes of consumption a day in 2015, while internet consumption came second at 110 minutes a day.


LG, GatesAir Test Next-Gen TV Over WKOW

Early this morning, GatesAir, LG and its subsidiary Zenith with the help of Quincy Group’s WKOW Madison, Wis., conducted an on-air test of Futurecast, a contender for the ATSC 3.0 digital TV transmission standard in the United States.


WKOW To Demo LG Next-Gen TV System

LG and GatesAir will conduct a test of the Futurecast digital TV system on the Quincy Broadcasting-owned ABC afiliate in Madison, Wis., on Oct. 22. The system is one of the proponents in the ATSC 3.0 standards-setting contest.

NAB 2011

PBS Next-Gen EAS Pilot To Use Mobile DTV

Key partners include LG Electronics and its U.S. R&D subsidiary, Zenith, which will develop handheld mobile DTV devices to receive the new alerts and will provide funding for the project.