Research Group Forecasts Rise in Digital Ad Spend


B to B Online

Piv­otal Research Group LLC, an equity research firm focus­ing its research on media and com­mu­ni­ca­tions sec­tors, is pre­dict­ing a huge growth in U.S. dig­i­tal ad spend.

Find out more about the fore­cast and fig­ures for the sec­ond quarter.

Cit­ing a strong sec­ond quar­ter and gen­er­ally improv­ing eco­nomic con­di­tions, Piv­otal Research Group revised its U.S. ad spend­ing fore­cast to 1.8% growth this year, up from an April fore­cast of 1.4% growth.

In the sec­ond quar­ter, U.S. adver­tis­ing expen­di­tures were up an esti­mated 1.7% over the same period last year, com­pared with Pivotal’s ear­lier pro­jec­tion of 1.0% growth for the quarter.

National TV adver­tis­ing is now expected to increase 3.1% this year, up from an ear­lier fore­cast of 2.7% growth. National dig­i­tal media spend­ing is expected to surge 19.2% this year, com­pared with an ear­lier fore­cast of 14.5% growth, accord­ing to Pivotal.

The fore­cast also points to a decel­er­a­tion in paid-search spend­ing, which is now expected to increase by 10.2% this year, down from Pivotal’s April pro­jec­tion of more than 12.0% growth.