Media Spend 2007 - Five Forecasts and waiting...
With
marketers are spending more of their money on nonmedia
marketing tools (direct, events, point-of-sale) than ever before and
embarking on creating great content and brand experiences that consumers
will seek out, it's becoming hard to forecast ad-spend. Who would have
expected game changing YouTube success in 2006?
Here are five leading overall media-spend growth forecasts for 2007:
- Group M: 2.4%
- eMarketer: 3%
- ZenithOptimedia: 4.1%
- Universal McCann: 4.8%
- Merrill Lynch's forecasts: 2.6% when calculated bottoms-up by industry and 2.7% when calculated top-down by media.
Take the average of these predictions,
and you will have media rising 3.6% next year, just above the rate of
inflation.
Or wait for another forecast from media spend research player TNS Media
Intelligence in January 2007.
