U.S. AD SPENDING TO GROW
By Adnews Staff
U.S. ad spending is expected to grow 5.6%, according to ad spending forecaster Robert Coen. The prediction is slightly lower than the 7.6% estimate for 1996, but companies took advantage of this year's election and the Olympics. This year, the fastest growing categories included healthcare, soft drinks and financial services. Advertising for food, household cleaners, appliances and beer dropped. On a worldwide basis, Coen expects a 5.9% increase in ad spending in 1997, down from a 7.1% jump this year.
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