Speaking at the annual Paine Webber media conference
yesterday, McCann-Erickson Senior VP & Dir of Forecasting
Robert Coen, predicted total U.S. ad expenditures will grow
5.6% in '97, to $183B, according to AD AGE. Coen said that
the figure is lower than '96's estimated 7.6% growth, but it
is still "optimistic" because '96 benefited being an
election year and the Olympics. The 5.6% forecast does,
however, represent the smallest gain since '93, and Coen
said he expects ad spending to "moderately exceed" growth in
gross domestic product (AD AGE ONLINE, 12/10).
PRINT & TV: Newspaper Assoc. of America VP & Chief
Economist Miles Groves said he expects a 5.8-6.4% ad dollar
growth for newspapers over the next two years. CBS Exec
VP/Planning and Research David Poltrack said TV broadcasters
in '96 will report a revenue gain of 12% over '95 -- the
first time since '84 there has been a double-digit gain (AD
AGE ONLINE, 12/10). Zenith Media Chair John Perrits said TV
will represent 40% of major media spending by '99, with 36%
for newspapers (Harry Berkowitz, NEWSDAY, 12/10).
