Advertising’s Robust Recovery This Year Will Be Followed By Double-Digit Gains In 2022, Media Agencies Predict

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Researchers at media agencies GroupM and Magna Global are forecasting double-digit gains in ad spending in 2022 as the industry continues to bounce back from a Covid-ravaged 2020

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are forecasting double-digit gains in ad spending in 2022 as the industry continues to bounce back from a Covid-ravaged 2020.

Like 2021, which exceeded GroupM’s earlier outlook of 19% growth, 2022 is “poised to grow faster than we predicted in June,” the company wrote in the report. The forecast for 2022 now is nearly 10%, up from the prior expectation of 8.8%. The company sets aside U.S. political ad spending but accounts for spending across TV, digital platforms, audio, print media, cinema and outdoor media.'The Harder They Fall' Tops Nielsen U.S.

While some in the media trenches assume that the $60 billion-plus in traditional TV spending simply will migrate over to streaming, one acronym is standing in the way of that: SVOD.

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