MAGNA: Ad Growth Looking Up

Published on Cynopsis Media This is MAGNA’s fifth revision upward since its initial projection of 7.3% in June 2023. What forces in the media have caused the increasing optimistic outlook? More than a year ago, we were expecting 2024 ad sales, including cyclical, to grow by +7.3%. Since then, due to better-than-expected economic environment and …

Magna nudges its 2024 media spend forecast upward

Published on Digiday IPG’s Magna unit, whose market intelligence arm regularly forecasts media spend across all media, just upped its predictions for U.S. media spend in full-year 2024, based on strong actual revenue for the first half of the year. The agency group now expects full-year “non-cyclical ad spend,” which means not including the Olympics …