OUTDOOR SEEN TO LEAD THE WAY IN 1996 SPENDING
By Adnews Staff
Conventional media spending will increase by 4% in 1996, predicts Media Buying Services of Toronto. If direct marketing is thrown into the mix, spending will grow 5%, says the media specialist shop. The outdoor industry will see the highest growth rate with a projected 6% increase in revenue. Rates to advertisers will increase by 4%. Revenue from direct marketing will jump 10%. TV revenue will increase 4%, with rates for the medium rising the same amount. Radio revenue and rates will both be up 3%. Newspapers will see a 3% increase in revenue and a 5% jump in advertising rates. Magazines will get a 2% increase in revenue and 5% increase in rates. MBS sees the communications, technology, financial services and automotive sectors spending the most on advertising in 1996. The advertising industry has done well during economic slowdowns. Only once in the past 15 years has media spending declined from the previous year, says MBS.