CMR, a division of research firm Taylor Nelson Sofres, foresees 'a slight
industry rebound [in ad spending] by the onset of the third quarter,' CEO David
Peeler announced Tuesday.
Overall ad spending should rise 1.5 percent to $96.1 billion for full-year
2002, according to CMR (formerly Competitive Media Reporting).
On a quarter-by-quarter basis, CMR expected ad spending to 'continue to be
soft through the first half of the year,' although the firm felt that there
would be a 'modest boost' from such events as the Winter Olympic Games, due in
February on NBC, CNBC and MSNBC.
The third and fourth quarters should see upticks of 3.8 percent and 10.9
percent, respectively, versus declines of 12.1 percent and 14.4 percent in the
2001 third and final quarters, CMR added.
By media, CMR foresaw network cable inching up 1.1 percent -- the same as for
television syndication and slightly behind the 2 percent and 2.5 percent gains
predicted for network television and spot TV, respectively.
By far, the biggest media gainer will be the Internet, with an 8.8 percent
jump, CMR added.