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As 2020 comes to a close, media giant GroupM thinks that the tumultuous year’s impact on U.S. ad spend may not be as severe as initially predicted.
In its end-of-year forecast report, GroupM said it expects a roughly 9% decline in 2020 ad spend year over year, better than the 13% it warned of in June. These figures exclude the impact of political advertising.
Digital advertising is expected to grow by 5% in 2020, according to the report.