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22 May 2017 23:33 (South Africa)

US ad spending will only come creeping back

In the light of the aftershocks of the October 2008 meltdown, predictions for next year by three advertising spending forecasters have raised a few bruised smiles among industry players. Spending in 2010 will be up on 2009, which is likely to go down as the worst year for ad-spend in decades. But with the damage wrought by the Internet on US media houses, expectations are for a less-robust recovery there than in other markets. Also, spending is unlikely to come back quickly, and will take several years to return to the levels of 2007 or 2008. These predictions were made during the second day of the 37th  Global Media and Communications Conference in New York. It’s going to be a long, slow haul, especially for media companies, for some years to come. Read more: The New York Times

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