Dentsu Revises Ad Forecast, Ad Consensus Upgraded Dramatically

The ad industry's global and U.S. ad growth consensus improved dramatically for this year, as Dentsu became the third of the major agency holding companies to significantly upgrade its outlooks.

The consensus, an ongoing compilation of forecasts and revisions from the Big 4 forecasters—Dentsu, WPP's GroupM, IPG Mediabrands' Magna, and Publicis Media's Zenith units—improved to an 11.7% expansion in global ad spending vs. +10.6% when GroupM and Magna published their most recent updates in June.

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