Zenith: 2002 Spending Not as Low as Forecast

Media buyers are revising their ad-spending outlook for 2002 to reflect a market that is “less worse” than previous projections.

Last week, Zenith Optimedia Group, the media holding company owned jointly by Publicis Groupe and Cordiant Communications, up dated its forecast for 2002 to reflect signs of improvement in most areas of the U.S. ad economy. Zenith Optimedia is anticipating 2002 spending of $132 billion, down 1.8 percent from $134 billion in 2001. In December, when Zen ith Optimedia issued its previous forecast, it projected a decline of at least 3.5