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.

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