Myers Poll Bearish on Upfront Spending3/05/2002 7:15 AM Eastern
Jack Myers Report announced Tuesday that its recent survey of 125
advertiser and ad-agency executives indicated the likelihood that upfront ad
spending will hold even with a year ago or decline.
Only 16.5 percent of those surveyed during February anticipated that 2002-03
upfront ad budgets will be higher than last year's, Myers reported.
Moreover, nearly 39 percent projected declining budgets, while almost 45
percent believed that upfront spending would hold even with year-ago levels.
Based on its latest polling, Myers said it is keeping to its
broadcast-television-network and cable-network forecasts made last December,
when it projected that the broadcast sector's ad revenues would fall 4 percent
to nearly $15.5 billion this year while cable's would drop 6 percent to $8.9