Madison and Wall forecast $397 billion in 2024 ad spend

Madison and Wall forecast $397 billion in 2024 ad spend

Total U.S. advertising spend is expected to hit $397 billion in 2024 — $16 billion of this is attributed to “political and issue advertising”— but the positive comparisons with last year are expected to fade as the year progresses.

Additional coverage:

• This week’s Digiday+ Future of TV Briefing recaps a summer that saw streaming seize the reins of the broader TV industry.
• Ben & Jerry's in-house marketing team and its external agencies have figured out how to balance more traditional brand advertising efforts with social activism — a core part of the brand's history.
• As some brands face pressure from conservative activists to curb their diversity and equity efforts, Riot Games is openly approaching its partnership with the nonprofit organization DonorsChoose as a DEI initiative.
• The burgeoning field of attention metrics has to be happy about the fact that accreditation could bring an added level of legitimacy to their offerings.

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