Zenith Optimedia Group Downgrades Its 2002 Ad Spending Forecast

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NEW YORK — Despite an improving economic climate, advertising spending worldwide will continue to decline through 2002, according to a quarterly report by the Zenith Optimedia Group.

Looking at advertising spending in the world’s seven major media markets in the categories of television, newspapers, magazines, radio, cinema and outdoor, Zenith Optimedia Group found that spending shrank 5.4 percent in 2001. In December, Zenith Optimedia Group estimated a decline of 4.7 percent.

In the US, the London-based media services holding company is predicting that ad spending for 2002 will $132 billion, down slightly from $134 billion in 2001.



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