Following a stronger than expected first half, Magna has revised its 2016 ad forecast. The IPG Media brands ad forecasting firm now anticipates total U.S. advertising revenues will jump 6.3% to $179 billion this year, the strongest growth rate since 2010’s 6.6% jump. That’s up from the 6.2% growth Magna called for in June. But without ad revenue from the election or Olympic games to lean on, ad growth will slow down to 1.6% in 2017, while still reflecting strong underlying advertising demand. If record-high political and Olympics revenue were factored out of the 2016 numbers, ad dollars would be up 4.4%, Magna says, similar to 2015’s 4.3% growth. And without the revenue headwinds of political and the Olympics, 2017’s growth would be up 3.5%.
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