Brian Wieser revises ad forecast downward as U.S. ad market grows wary

"The U.S. ad spending is expected to contract, from a forecasted 4.5% growth to just 3.6% for the year, amidst economic uncertainties."

"Wieser emphasized that while the current forecasts aren’t as dire as previously expected, many conditions still remain negative, casting doubts on future spending."

Marketers are exhibiting caution as ad spending in the U.S. is projected to contract from earlier forecasts of 4.5% growth to 3.6%. Influencing factors include trade tariffs, inflation, and previous interest rate hikes. Brian Wieser of Madison and Wall confirmed the market's hesitancy to commit ad dollars, as risks loom amid a volatile economic landscape. He noted that while the outlook isn't as bleak as initially feared, there remain substantial downside risks—particularly for the latter half of the year, following the impact of recent policy changes.

Read at Digiday