Advertising and Marketing Report 2023
Investments in marketing as a whole, including mainly advertising and marketing, are forecast to have risen 3.2% ($515 billion) in 2022, but are only expected to expand 0.4% ($517 billion) in 2023.
Jack Myers, Nation’s Leading Media Ecologist and Founder of MediaVillage and The Myers Report, announced recently the publication of the annual report which features an analysis of the Upfront marketing and advertising investment’s highs and lows based on feedback from eight international media buying agencies’ top decision-makers.
Jack Myers said “Flat is the new up. U.S. advertising investments are forecast to increase only 0.7% in 2023 with total marketing up 0.4%; retail media gains at 20%; while national TV is forecast to be down 4.0%. There are secular headwinds that will continue to repress advertising investments. These include programmatic and procurement-led commoditization, data disruption, expansion of retail media networks, and a ‘shiny new object syndrome’ in digital media investments.“.