Advertising’s new normal looks more like the old one than observers initially thought.
Contrary to the earlier panic, there hasn’t been an advertising recession. Instead, it looks like ad spending is heading back to those mid-single digit levels we saw back in the 2010s, almost like the past three years of chaos didn’t even happen.
According to Brian Wieser, a media analyst and author of the Madison and Wall newsletter, ad spending for the year is expected to reach $360 billion in the U.S., marking a 5% increase from the previous year. He’s done some pretty thorough digging, analyzing about 80 different companies, looking at their public filings, and even diving into a bunch of data from the U.S. government to make that call.