Coen Trims Ad-Spend Projection

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NEW YORK Universal McCann ad forecaster Bob Coen today revised his full-year U.S. ad spending projection downward 2 percent by about $6 billion to $286.5 billion, due to continued softness in local markets and better clarity on broader trends now that full-year 2005 numbers have been finalized.

The new 2006 projection combines both national and local ad expenditures.

Last December, Coen, svp and director of forecasting, predicted local ad spending for 2006 would total $103 billion, up 4 percent.



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