Strong Economy Boosts U.S. Ad Spending

The resilient U.S. economy fueled a surprising 7.1% rise in U.S. advertising spending this year, according to the industry’s best-known forecaster. But growth in ad spending is expected to slow in 1999 as economic growth cools, said Robert Coen, senior vice president of the McCann-Erickson Worldwide ad agency. Advertisers spent a projected $200.8 billion in the United States in 1998, up from $187.5 billion in 1997, Coen said. The Winter Olympics and midterm elections boosted spending. This marks the first year U.S. ad spending exceeded $200 billion.