SBD/24/Sponsorships Advertising Marketing
AD SPENDING ON THE UP-AND-UP; CABLE TV SEES BIGGEST INCREASE
Published June 24, 1998
Advertising spending in the U.S. will reach a record $200.3B this year, up 6.8% from '97, according to Robert Coen, Dir of Forecasting at McCann-Erickson, who is cited by USA TODAY's Michael Diamond. Coen predicts a 6% increase to $212.3B in '99 and larger growth in 2000 as companies "recast their images for the millennium." Coen believes that cable TV will be the "biggest beneficiary" of the ad jump, with a 13% increase in revenue (USA TODAY, 6/24).