A very misleading headline

Since I work in the biz, headlines like this one from MediaDailyNews get my attention:

Despite Challenges, Agency Predicts TV Ad Spending To Hit New High

The header is accurate, but it describes global television advertising. In the U.S., things are quite different:

In the U.S. TV advertising share is expected to erode amid a relatively tepid domestic advertising economy.

“The continued slump in the U.S. housing market has led to a sharp drop in property and construction advertising, particularly property classifieds in newspapers. This, and the recent credit squeeze, has led us to downgrade our forecast for growth in the US (emphasis mine) this year from 3.3% to 2.5%,” the agency (Publicis’ ZenithOptimedia Group) predicted.

I guess it’s a matter of perspective. From the agency’s point of view, it doesn’t matter which country is running the ads. That’s little comfort to the broadcast industry in this country.

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