Media research firms have pulled back on their ad forecasts in the face of a worsening economy, but their most recent projections aren’t too bad. Zenith Optimedia, for example, changed its global ad spending outlook from a 4.2 percent gain to a 4.1 percent increase. WPP’s Group M, meanwhile, projected that global advertising will grow slower next year, at 6.8 percent, but the online sector is still expected to rise between 15 and 16 percent.
Marketing information service Warc also lowered its international ad spending growth forecast to 3.2 percent. The firm said it expects a partial recovery in ad spend to happen in 2012, with a growth of 5.7 percent, MarketingWeek.co.uk reported.
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