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NEW YORK Global ad spending will grow 6 percent in 2006 to $605 billion, while U.S. spending will increase 5.8 percent to $292 billion, according to Robert Coen, chief forecaster at Interpublic Group’s Universal McCann.
Coen made his projections today at the UBS Media Conference here.
“We’re not looking for a boon, but we think things will get a little better in 2006,” Coen said.
Olympics and political campaign spending will help boost the dollars compared to 2005, which Coen described as a “pretty poor year for TV” as a result of marketers shifting money to direct mail and the Internet.
Coen
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