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Flat is the New Up. 2023 Ad Spend Forecast +0.7%; Total Marketing +0.4%. Retail Media Gains 20% with National TV -4.0%

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Flat is the New Up. 2023 Ad Spend Forecast +0.7%; Total Marketing +0.4%. Retail Media Gains 20% with National TV -4.0%

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Jack Myers

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Flat is the new up for U.S. advertising investments, which are forecast to increase only 0.7% in 2023 according to The Myers Report. The 30th annual Marketing/Advertising Data and Forecast was published today and is available to MediaVillage members by downloading it below. The report covers 2021 actuals, 2022 final estimates and 2023 forecasts for forty-five above and below-the-line marketing and media categories. The Myers Report estimates a 7.1% increase in 2022 advertising spending ($197.5 billion), reflecting 6.1% growth of legacy/linear media ($89.6b) and 7.8% digital media growth ($107.9b). U.S. total marketing is forecast to grow only 0.4%; retail media gains at 20%; while national TV is forecast to be down 4.0%. Total marketing investments, including advertising, sales promotion and direct marketing, is estimated to increase 3.2% ($515b) in 2022 and to deliver only 0.4% growth in 2023 ($517.3b).

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The Myers Report 30th Annual Marketing/Advertising Data and Forecast 2023

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Media Ecologist, Founder: MediaVillage and Advancing Diversity Hall of Honors Jack Myers is a media ecologist and founder of MediaVillage, the media and advertising community’s leading resource for market intelligence, education, business connection… read more

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Home The People
The People

MediaVillage “The People” is where the advertising and media community comes to life. Explore the stories, beliefs, commitments, and passions that inspire and motivate the diverse people who work day-to-day advancing their personal growth and business success. Follow “The People” columnists and hosts to discover your community and connect with your people. Follow our social network @AdvDiversity

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Advancing Diversity
Go to page
#Ask-GenZ
Go to page
Future of Men
Go to page
Legends & Leaders
Go to page
LGBT+ Advancing
Go to page
Shattering the Glass Ceiling
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The Age of Aging
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The Pool
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The Storytelling Revolution
Go to page
WomenAdvancing
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The Business
The Business

MediaVillage “The Business” is the industry Knowledge Exchange, where leaders share intelligence, insights, stories and experiences in a trusted journalistic environment. Search “The Business” at MeetingPrep.com for free on-demand access to professional learning. Scroll down to visit each dedicated B2B library where the industry’s knowledge is archived. Follow our social network @MediaVillageCom

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