Why several U.S. ad forecasts predict a better 2024, and not just because of political spending

IPG's Magna, Brian Wieser, and Forrester all raised their U.S. media spend forecasts for 2024, citing improved business conditions and excluding the impact of political ads.

Vincent Letang from Magna attributed the increase in media spend to factors like a rise in GDP expectations, slowing inflation, and strong job numbers, along with the expected windfall from political ads.

Read at Digiday