US ad spending will rise by 3%, including revenues from the Olympics and spending on elections, to $164.5 billion, according to Magna (via MediaPost).
Magna now expects U.S. advertising growth to average 3.5% through 2015.
Internet, TV Strongest Media
The fastest growth will come from:
–Internet, which will grow 12.8%, with search up 16.8%
–Local television, now expected to grow 16.2%
–Television, which is predicted to jump 10.2%
Print Still to Suffer
Print is expected to continue its decline:
–Magazines will slide 6.9%
–Newspapers will slip another 11%
–Local papers will fall 10%
ZenithOptimedia Still Expects U.S. Drop
Last week, ZenithOptimedia also revised its predictions upward for 2010, but still expects spending in the U.S. to be down this year. The forecaster predicted a 2% drop in US ad spending (up from the 12.9% drop the U.S. saw in 2009).