Execs Focusing On Data To Drive Affinity Classified Advertisements Heineken Sees Authenticity In U.S. Soccer New "Hard Knocks" To Feature Texans Visa, Other Sponsors Make Statements On FIFA FIFA Facing Untold Consequences After Indictments Bears' McCaskey Second-Guessing Signing McDonald Missouri Pols Sue Nixon Over NFL Stadium Plan Oregon Tops List Of Public School Athletic Finances Walter Byers Passes Away At The Age Of 93
Upcoming Conferences and Events
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).