LONDON\u2013 Brian Wieser, global president of business intelligence at GroupM and former securities analyst, predicts that political advertising in the US will spike to $10 billion in 2020, a 45% increase from 2018. Even that, he says, might be conservative: Mayor Michael Bloomberg, a late Democratic nominee entrant, has already pumped nine figures into the total by spending $31 million on his campaign so far.<\/p>\n

TV stands to be the biggest beneficiary, Wieser tells Furious Corp. CEO Ashley Swartz for Beet.TV at the Future of TV Ads global forum. The bump will be spread across national and local distributors as well as other forms of media.<\/p>\n

Political advertising gains are specific to US growth. Wieser has said that the category distorts global forecast figures. In GroupM\u2019s global media forecast for 2020, published on December 9<\/a>, the firm predicts an overall deceleration of global advertising.<\/p>\n

\u201cA lot of economic forces that are impacting the global economy are impacting advertising as well,\u201d says Wieser, adding that most countries around the world are seeing meaningful deceleration and while the US and UK have held up, about a dozen markets are expected to decline. \u201cGlobal trade wars, the deficit in the US, capital expenditures and weakening production \u2013 there are a lot of negative factors going on right now.\u201d<\/p>\n

It may be some consolation to the ad industry, then, that deceleration of growth is due to macroeconomics and not industry-specific factors. Wieser points to GDPR as an example of an industry-specific disruption that had \u201calmost no effect on spending.\u201d<\/p>\n

Instead, advertising firms should look at their national economic landscapes to predict whether or not they\u2019ll see growth in the next year.<\/p>\n

\u201cTo the extent that the advertising economy in general is correlated in any given country with economic factors, we see slowing economic conditions in those countries,\u201d says Wieser. \u201cPeople around the world are making forecasts for their country, we see this in the advertising forecast as well.\u201d<\/p>\n

This video was produced in London at the Future of TV Ads Global forum in December 2019.\u00a0\u00a0 This series is sponsored by Finecast, the global addressable TV company that is part of WPP.\u00a0\u00a0 For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LONDON\u2013 Brian Wieser, global president of business intelligence at GroupM and former securities analyst, predicts that political advertising in the US will spike to $10 billion in 2020, a 45% increase from 2018. Even that, he says, might be conservative: Mayor Michael Bloomberg, a late Democratic nominee entrant, has already pumped nine figures into the […]<\/p>\n","protected":false},"author":21,"featured_media":64014,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8218],"tags":[5287,5170],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/64012"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=64012"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/64012\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/64014"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=64012"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=64012"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=64012"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}