Jack Myers Reports said Friday that its revised ad-spending projections
for 2002-2004, to be released Monday, are 'slightly more positive' than those
released last July.
Total ad spending will gain 1 percent next year, the daily fax's publisher,
Jack Myers, said, with 2003 likely to grow 2.3 percent and 2004 by 4.6 percent,
the latter boosted by political spending and the Olympic Games.
Myers pointed to heavy local political ad spending, tight inventory in the
broadcast and cable networks' scatter market and 'advertisers exercising fewer
than expected cancellation options' in their 2002-03 upfront commitments.
Broadcast television and cable should remain 'robust through 2004,' Myers
maintained, adding that network cable alone should jump 8 percent in 2003 versus
a 3 percent uptick for network TV.
Myers added the caveat that his projections would be altered should there be
'a sustained war in the Mideast and/or renewed domestic terrorist