In its latest advertising forecasts, MAGNA forecasts US media owners advertising sales are expecting to grow by +3.7% in 2017, excluding the impact of cyclical events (Political & Olympics). This is a slight slowdown from a strong 2016 performance (+4.7%). Factoring in the (lack of) such events actual dollar growth will be +1.8%.
Digital ad sales will grow by double-digits again (+14%) while of ine media sales will decline by -3%. Search and Social growth will continue to be fuelled by marketing budgets redirected from “below-the-line” direct marketing channels, which means national advertisers don’t need to re-allocate massively from their traditional ad campaigns (esp. TV) to fuel that effort.
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