Jack Myers Reports Monday released its latest major-media ad-spending
forecasts, which anticipate overall ad spending for 2003 up 3.1 percent and for
2004 up a "robust" 5.3 percent.
Jack Myers, editor of the daily newsletter, acknowledged that his projections
are "the most bullish among the major analysts and forecasters," but added that
they are "based on primary intelligence gathered from marketers, media sales
executives and media buyers."
For calendar-year 2003, he said, the broadcast networks should climb 4
percent to $16.6 billion, with local and spot TV up 1.2 percent to $21.1
billion. In cable, the ad-supported networks should grow 8 percent to $13.5
billion, with local/spot cable up 15 percent to $4.7 billion, he added.
In 2004 Myers expects "Campaign 2004" political-ad spending and the Summer
Olympic Games to bolster ad spending.
The TV networks should gain 5.6 percent to $17.6 billion in 2004, while
local/spot TV should rise 9.8 percent to $23.3 billion. Network cable,
meanwhile, should top $14.8 billion, up 9.6 percent, and local/spot cable $5.6
billion, up 18 percent, he estimated.
JMR's ad-spending totals are higher than those from Kagan World Media,
which are used in the Cabletelevision Advertising Bureau's annual Cable TV