Streaming-video services including Disney+, Apple TV+ and Netflix will give advertising spending a major boost in coming years, propping up marketing growth by digital natives even as spending by some of the more established players plateaus. Total ad spending this year should rise 3.4% to $245.5 billion, GroupM said in its forecast, revising an earlier estimate of 1.5% growth. Excluding political spending, growth is expected to reach 6.2% this year, according to the forecast. Excluding political ads next year, U.S. ad spending should rise 4%, according to GroupM, leaving an earlier projection unchanged. Newsletter Sign-upBy 2024, total U.S. ad spending including political ads is expected to reach $296.6 billion, GroupM said.

Source: Wall Street Journal December 03, 2019 12:03 UTC