Forecasters Predict Ad Stabilization in 2010

The global advertising market will start to stabilize next year, following double-digits declines in 2009, but more-established markets such as the U.S. won't gain steam for some time, according to some of Madison Avenue's most closely watched forecasts.
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Fallout from the global financial crisis will linger in the U.S. ad market in 2010, the forecasts say. Interpublic Group media agency Magna predicts that U.S. ad revenues—the revenue reaped by media companies in selling ad space and time—will grow just 0.2% to $162.7 billion and reach low-single-digit growth rates by 2012. Publicis Groupe's Zenith Optimedia, which tracks ad spending instead, projects that it will shrink 2.6% to $144 billion in the U.S next year.