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U.S. Ad Spending Reports.

Zenith Media's recently released biannual report, Advertising Expenditure Forecasts, predicts soft growth for the advertising industry. U.S. ad spending growth peaked in 1999 at 8.9 percent, while dotcom momentum kept growth up to 8.1 percent in 2000. The report forecasts 2001 growth no higher than 4.6 percent, but the setback will be temporary. According to Zenith Media, advertising expenditure appears to be less volatile and is becoming more of a fixed cost of doing business.

The Television Bureau of Advertising held a conference recently where it was predicted that local and national TV spot spending would increase by 11.8 percent over the next two years. Bureau president Chris Rohrs noted that the structure of the ad business has changed ever since the Olympics instituted a two-year cycle.
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Publication:Video Age International
Article Type:Brief Article
Geographic Code:1USA
Date:Jan 1, 2001
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