GroupM 2010 Forecast: 6.1% Ad Decline

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If you think 2009 is dismal from an ad-spending perspective, just wait until next year.

A fresh forecast from WPP’s GroupM unit predicts that measured-media expenditures in North America in 2010 will drop 6.1 percent to $151 billion, following a 4.2 percent decline this year to $160 billion.

The 2010 decline would mark the third consecutive year of spending decreases for North America. In 2008, expenditures were down 2 percent to $167 billion, per GroupM.

Rino Scanzoni, chief investment officer at GroupM, said spending in the U.S.

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