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NEW YORK In their latest ad spending forecasts, both Universal McCann’s Bob Coen and Zenith Optimedia’s John Perriss say ad expenditures in the U.S. and worldwide will enjoy healthy increases next year.
Both attributed the buoyant outlook in part to the upcoming Olympics and the U.S. presidential election.
In the U.S., Coen is forecasting a 6.9 percent increase in ad spending in 2004 versus 2003, totaling nearly $266 billion. Worldwide ad spending in 2004, he expects, will rise 5.8
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