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NEW YORK Universal McCann’s director of forecasting Robert Coen has reduced his projection for U.S. ad spending in 2005.
He now forecasts a 5.7 percent increase to $278.8 billion, down from a December 2004 forecast of a 6.4 percent gain to $280 billion.
For 2006, he projects a 5.8 percent increase to $290 million.
By comparison, growth in 2005 will fall below 2004, when total U.S. ad spending grew 7.4 percent to $263.7 billion, said Coen. (The higher 2004 growth was not unexpected, given that it was both an Olympic and presidential election year.)
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