Wieser upgrades 2024 for fourth time, political will be 'massive'

For the fourth time in four consecutive quarters, ad industry economist Brian Wieser has revise his forecast for U.S. ad spending this year upward.

Wieser now projects U.S. ad spending will rise 6.3% this year, a two percentage point increase from his September 2023 benchmark of +4.3%.

Wieser's estimates exclude the impact of political ad spending, which is expected to be a record incremental amount for U.S. media leading up to the 2024 presidential election.

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