2016 is shaping up to be a strong year for advertising, with MyersBizNet forecasting 7.7% growth, consistent with our original 2016 forecast of 7.3% growth published in December 2014. Based on data developed in conjunction with Standard Media Index and several industry sources, we are reporting final year-end ad spending growth of 1.8%, with total above-the-line marketing investments of $180.7 billion. (See below) We had originally forecast 2015 ad industry growth of 0.9%. All marketing investments, including the ten below-the-line categories reported by MyersBizNet, declined 1.4% to $564.0 billion, reflecting marketers' implementation of shopper marketing investments through digital media options, driving much of the growth of Google and Facebook. (Scroll down for 2015 details and to link to download our full 2015/2016 data and forecasts in PDF format.)
2015 Advertising Growth was 1.8%. Digital Underperformed. Full Details Below.
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