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NEW YORK McCann Erickson’s Robert Coen, senior vice president and director of forecasting at the Interpublic Group agency, today projected that total 2004 U.S. ad spending will grow to nearly $265 billion, a 7.3 percent increase over last year.
Late last year, he had predicted a 2004 rise of slightly less than 7 percent.
His revised outlook shows the four major broadcast TV networks up 10 percent to $16.5 billion, spot TV up 9 percent to nearly $11 billion and cable increasing 14 percent to $16 billion.
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