MagnaGlobal: Politics, Olympics to Drive 4% Ad Revenue Growth in 2012

Looser campaign finance rules could be boon for political spending

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

MagnaGlobal updated its 2012 U.S. advertising forecast, predicting a 4 percent uptick in year-over-year advertising revenue thanks to the quadrennial effect of political and Summer Olympic-related advertising.

The industry could use the boost. MagnaGlobal estimated that media revenue (excluding direct marketing) grew roughly 3 percent to about $147 billion in 2011. Despite upticks last year and in 2010, the domestic ad market remains 13 percent smaller than its 2007, prerecession level of roughly $169 billion. MagnaGlobal is the strategic global media unit of Interpublic Group's Mediabrands. 

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in