ANA: Political Ads Will Abate Ad Revenue Slowdown- MediaPost Publications

ANA Envisions Slower 2008
by Erik Sass, Friday, Dec 28, 2007 7:30 AM ET

THE ASSOCIATION OF NATIONAL ADVERTISERS is anticipating a slowdown in 2008, due to softening in certain economic centers. But it also forecasts that a boom in political ad spending will help offset the blow to ad revenues.

That's one of the main points of the ANA's annual report on marketing trends, authored by a team directed by ANA president and CEO Bob Liodice. As the New Year approaches, the ANA report surveys 2007 and looks ahead to 2008.

The slowdown will be due to economic factors that are mostly external to media, including an overall slowing of economic growth and continuing problems in the credit market, resulting from the subprime mortgage meltdown. That will squeeze consumer lending in 2008. These trends will probably dampen consumer confidence, as families tighten their purse strings and wait for the bad weather to pass.

The ANA believes companies will begin creating positions for "accountability officers" who will lead strategies to implement better measurement of delivery and results.

Read the full story.