ZenithOptimedia on Monday reduced its forecast for global and U.S. advertising spending for 2016, citing weaker print media trends.
U.S. ad spending will rise 3.7 percent this year, it projected, down from its December prediction for 3.9 percent growth. The media buyer mentioned that newspaper and magazine ad declines were more pronounced than it had previously expected. That will be followed by U.S. growth of 2.8 percent in 2017 and 3.1 percent in 2018, according to the forecast.
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