ZenithOptimedia

Jonathan Barnard, head of forecasting at ZenithOptimedia, says that while things have slowed down a bit, digital is still hot and next year is expected to be even better, largely due to to a strong housing market and low unemployment. 

A new study finds video viewing on smartphones and tablets will rise 43.9% this year, while non-mobile will grow 9.5%. Traditional TV will take the hit, declining 2% in 2016.

A new study from ZenithOptimedia  finds global media consumption across 65 countries will increase by 1.4% this year, to 492 minutes per day per person. Media consumption has grown an average of 1.2% per year from 2010 to 2014, from an average 461.8 minutes per day per person to 485.3 minutes. Digital has been the major driver of that growth.

The latest forecast for U.S. ad spending this year is growth of 4.8%, which would be the fastest pace since 2004, when advertising was pulling out of its post-9/11 spiral. That’s according to the latest predictions from London agency ZenithOptimedia. This year’s growth will be a full point higher than 2013, when ad spending grew by 3.8%. It’s also up a tad from 2012, the last election year, when political and Summer Olympic advertising pumped up ad spending by 4.6%.

Though the media economy has seen great recovery from its struggles during the recession, it still has some ways to go before things return to pre-crash levels. Growth continues to come in increments as opposed to bursts. The latest forecast from ZenithOptimedia reminds us of so many updates over the past several years. The London-based agency is raising its outlook for 2014, but only by a couple of tenths of a percentage point. ZenithOptimedia now forecasts that U.S. ad spending will grow 4.9% this year, up from its December forecast of 4.7% growth.

TV-related consumer activity online — especially when it comes to interaction with TV networks’ Web areas — increasingly has strong results when it comes to conversion to watching traditional TV viewing.

Three new ad spending forecasts released Sunday night are pegging ad growth next year partly on the Winter Olympics, the World Cup and the mid-term elections in the U.S. It’s the first time in 20 years that a new platform is expanding overall ad spending without cannibalizing other media, one forecast said.

A report from ZenithOptimedia, released this morning, predicts that ad revenue will grow by 3.4% in 2013, down from a prediction of 3.5% in June. The agency cited the condition of the general economy as the biggest reason for the change.

ZenithOptimedia has made an agreement to gain proprietary access to data from digital ad company Collective that could help the agency group better target TV viewers, based on their online behavior. Analytics opportunities include finding TV content favored by people who are in the market for a particular product or have done something specific online.

The prediction is down slightly from the 4.1% the agency forecast in December, but “mainly because 2012 turned out better than we expected, leaving tougher comparatives for 2013,” according to the report.

ZenithOptimedia predicts U.S. total ad spending will rise 4.3% this year, up from an earlier prediction of 3.6%. And spot TV is hot, hot, hot, with the biggest increase over last year among all of TV and radio.

There’s encouraging news for just about everyone except the broadcast networks — and the usual suspects among fading traditional media — in the latest ad forecast out this morning from Zenith Optimedia. Overall U.S. ad spending growth will accelerate from 3.6% this year to 3.8% in 2013 and then to 4.7% in 2014. But the broadcast networks are headed in the other direction with sales going from -1% in 2012 to -2.5% in 2013 and -3.0% in 2014.

There’s encouraging news for just about everyone except the broadcast networks — and the usual suspects among fading traditional media — in the latest ad forecast out this morning from Zenith Optimedia. Overall U.S. ad spending growth will accelerate from 3.6% this year to 3.8% in 2013 and then to 4.7% in 2014. But the broadcast networks are headed in the other direction with sales going from -1% in 2012 to -2.5% in 2013 and -3.0% in 2014.

Ad spending worldwide in 2012 will grow 4.8% compared with last year, according to a quarterly forecast from ZenithOptimedia, part of the Publicis Groupe. That is a bit higher than the most recent forecast for this year by ZenithOptimedia, made in December, which called for a gain of 4.7 percent.

ZenithOptimedia’s forecast will set an upbeat tone for the Monday kick off of the UBS Annual Global Media and Communications Conference — the widely watched series of CEO briefings that runs through Wednesday in New York.

Despite the stock market’s double-digit drop in the last quarter, ZenithOptimedia is projecting a 2.2% increase in advertising for 2011, up from the agency’s 2.1% forecast in July. The report also forecasts a 3.5% increases in both 2012 and 2013.

ZenithOptimedia expects global ad spending to reach $471 billion in 2011, a 4.1% boost from 2010 that’s on par with an April prediction but still down from the 4.6% increase it forecast in December.

Marketers in 2011 will boost U.S. ad spending 2.8%, down slightly from 2010’s 3.2% growth rate, according to the average of three major media-agency forecasts. Worldwide ad spending will grow 5.3% in the new year, below the 5.9% growth seen in 2010, according to the average of three forecasts from Interpublic Group of Cos.’ MagnaGlobal, Publicis Groupe’s ZenithOptimedia and WPP’s Group M.