GroupM Downgrades Ad Growth for 2012

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Rino Scanzoni, GroupM’s chief investment
officer, said his agency plans to issue a forecast this week that
will downgrade its projected advertising revenue growth for
2011 and 2012 from what it had predicted in June.

GroupM is assuming overall advertising growth for 2011
will be 3.2%, down from its earlier prediction of 3.8%, Scanzoni
told the audience at B&C/Multichannel News’ OnScreen
Media Summit.

Additionally, the agency is predicting 3.8% growth in 2012,
down from the 4.2% it had predicted in June.

Those forecasts relate to the overall advertising industry,
with Scanzoni noting that television advertising will fare a bit
better, at least in cable. But the biggest growth area for TV in
2012 will be local.

“The local TV area, depending obviously on the market,
could see 8% to 9% growth because of political spending,” he