Magna’s Coen Sees Ad Spending Slowing in 2009

Dec 8, 2008  •  Post A Comment

One of the advertising industry’s most experienced forecasters, Bob Coen of Magna, sees spending declines ahead for most forms of media in the U.S.
There will be no Summer Olympics or major political campaign spending in 2009, Mr. Coen said in a report issued Monday.
“Advertising has historically lagged behind an economic recovery, and even if the economic climate improves by mid-2009, a recovery in U.S. ad budgets will probably not get under way until 2010,” he said.
Mr. Coen projects that spending on the four major broadcast TV networks will be down 7.5% to $15.9 billion in 2009. Spot TV, he estimates, will be down 11% to $8.8 billion, while national cable will be up 1% to $21.7 billion and syndication will grow 2% to $3.6 billion. Advertising on the Internet will grow 5% to $11.9 billion.
Total national spending on major media will be down 5.1% to $71 billion, according to Mr. Coen’s forecast.
For 2008, Mr. Coen sees spending on major national media down 0.8% from 2007, with network up 3.5%, spot down 3%, cable up 4% and syndication up 7%.

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