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U.S. advertising spending is growing faster than analysts thought it would back in December, according to a forecast released by Interpublic Group’s investment arm, Magna.
Interpublic Group’s investment arm Magna expects total advertising spending will grow 9.2% to $369 billion—excluding political spending and tentpole events like the Olympics.
Back in December, Magna predicted 2024 ad spend would grow only by 8.4%.
Here are the most significant takeaways from Magna’s forecast.
Prime Video ads will cause streaming TV to surge
Premium long-form streaming channels will grow 13% this year, Magna predicts, meaning it would claim 22% of total national TV investments.
And
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