A crack of optimism for 2024 ad spend forecasts (AdNews)

By Chris Pash. MAGNA, IPG’s insights unit, has lifted its estimate for growth of US advertising spend in 2024 because of an improving economic outlook and the momentum of digital media and streaming. The non-cyclical ad sales of traditional media owners (television, audio, publishing, OOH, and cinema) will fall by 3% this year (previous forecast -2.9%). […]