Barclays analyst Anthony DiClemente has cut his U.S. ad growth forecast for 2012 and 2013, and now is predicting 4% ad growth for this year, down from his previous forecast of 4.6% growth. For 2013 he expects advertising to grow 1.9% instead of 2.3%, due to “the choppy economic data since our last update in April.”
DiClemente also softened his television ad estimates, noting that “the Olympics had a greater than expected effect” on the ratings of networks that didn’t carry the Summer Games.”
National broadcast TV for 2012 has been lowered from 9.2% to 8.6. Cable TV has been lowered from 7.5% to 7.2%.
In 2013, the only media platforms DiClemente expects to grow are radio (0.7%), the Internet (17.2%), cable TV (7.2%) and outdoor (3.5%).