Vincent Letang

The US ad market is set to grow this year, according to a Magna forecast released Thursday. Streaming and political advertising play outsized roles in that growth.

US media advertising sales surged 4.4% in Q2 after two weak quarters, beating June expectations of 3.6%. Full-year spend for 2023 is expected to increase by 5.2%, according to a Magna forecast released Monday.

Despite a sluggish macroeconomic environment and jittery consumers and businesses, US media ad spend is expected to increase by 3.4% in 2023, according to a Magna forecast released Monday.

Digital advertising continues to be a bulwark during the pandemic. Although overall media owner ad revenue in the United States decreased by 7.2% during the first half of the year, digital ad sales grew by 5.7%, according to an updated forecast released by Magna on Wednesday. Magna expects ad budgets to stabilize and recover in […]

Magna’s latest 2020 global ad spend figures, released Thursday, are pretty bleak. Global ad spend will be down 2.8% this year to $217 billion in the wake of the COVID-19 outbreak. That’s revised downward from Magna’s December forecast, which anticipated 6.6% growth to in 2020. Linear will be hit the hardest, thanks to the postponement […]

TV viewership is now decreasing faster than linear TV inventory prices are increasing, according to Magna’s latest forecast. This shift is causing the TV networks’ revenues to slip. Global linear TV ad spend was down 4% year over year to $289 billion in 2019, according to Magna. This year for the first time, TV represented […]

Global digital ad spend may be starting to slow, but it’s still growing like gangbusters compared with the rest of the market. IPG-owned Magna Global predicts in its latest spending forecast, released Monday, that digital ad sales will increase by 14% this year and represent more than half (51%) of total global ad sales ($304 […]

TV dollars are following eyeballs and shifting to over-the-top. Magna said Friday that its 2018 forecast for US OTT ad revenues came in short. The agency predicted OTT ad revenues would hit $2 billion in 2018, but they actually hit $2.7 billion at a 54% year over year growth rate. As a result, Magna is […]

GroupM and Magna both released global advertising spend forecasts Monday with very different findings. GroupM lowered its ad spend growth forecast for this year from 4.5% to 4.3%, reaching $543 billion. Magna, which measured 2018 in retrospect, said global ad spend grew by a record 7.2% this year to $552 billion. GroupM revised its 2019 […]

Advertisers are moving over the top. Over-the-top TV (OTT) ad spend will grow 40% to reach $2 billion this year, according to Magna’s US Ad Spend Forecast Fall 2018, released Thursday. And addressable TV campaigns will reach $800 million in 2018. The uptick in OTT investment is driven by consumer adoption of smart TVs and […]