AD Agencies
GroupM raises U.S. TV spending forecast to 3.4 per cent
MUMBAI: In what comes as a welcome news for the American advertising and television industry, leading media buying agency GroupM, has re-evaluated U.S. TV spending in 2016 to 3.4 percent growth from 2.3 per cent.
The reason for this raise, a new report from GroupM clarifies, is the influx of campaign money to the ad spends of local TV networks, as both the political parties get more aggressive prior to the country’s presidential election.
Along with that, there is a return to low single-digit growth in national TV, which is coming from some shifting in spending from digital in the consumer packaged goods category as well as continued spending growth from the heavy TV-centric pharmaceutical sector, GroupM said.
For 2017, GroupM expects TV growth to decline to 2.1 per cent as local TV cools off in a non-election year. The healthier TV market is also facilitating an increased advertising spending overall in the U.S. for 2016, which the agency estimates to be at 3.1 per cent, up from 2.7 per cent.
Digital investment will continue to grow at three times the rate of overall advertising spending but will be lower than the double-digit levels seen in recent years.
“The combination of global economic headwinds coupled with moderate domestic growth as well as continued procurement pressure to extract media efficiencies and cost savings will confine ad market potential to its current low-single digit growth levels,” the GroupM report stated.
When it comes to worldwide ad outlook for 2016, GroupM has reduced the earlier prediction of 4.5 to 4 per cent as China and Brazil markets cool down. India, though, remains the fastest-growing large economy in the world, increasing at a 14 percent to 15 per cent rate in 2016 and 2017.
For 2017, GroupM sees ad volume rising at 4.3 per cent to USD 552 billion and total marketing services topping USD 1 trillion for the first time.
To answer the several Brexit related nervous queries and fears within the industry, author of the forecast Adam Smith said, “At this time, there is no tangible evidence of a Brexit effect in macro indicators nor budgeting decisions. However, in the next six months to a year, it is likely companies will invest less. Job creation, wage growth and productivity will be lower than it otherwise might have been. This is a difference of degree, not magnitude.”
“There is no evidence of a Brexit-driven recession at the time of this writing, and though some have deferred 2016 advertising investments, worst-case we still see that U.K. advertising growth will reach 4.5 per cent this year, propelled exclusively by the growth of digital. Our base case remains 6.3 per cent, which we will revise as usual in November,” he added.
(source: broadcastingcable.com)
AD Agencies
Publicis Groupe to acquire 160over90 from WME Group
Deal aims to build data-led platform linking brands, fans and culture at scale
MUMBAI: Publicis Groupe has agreed to acquire 160over90 from WME Group, in a move that signals a major push into the fast-growing world of sports and culture-led marketing.
The deal, subject to regulatory approvals, will see Publicis combine its existing Publicis Sports capabilities with 160over90’s global footprint to create what it calls a unified, end-to-end platform connecting brands with audiences through sport, entertainment and culture.
Founded as a division of WME Group, 160over90 has built a reputation for delivering high-impact campaigns across some of the world’s biggest sporting moments, including the Super Bowl, Olympic Games and FIFA World Cup. With over 670 employees across the US, UK, EMEA and Apac, the agency works with global brands to create experiences that resonate both on and off the field.
The acquisition reflects a broader shift in marketing, where sport has become a central pillar of premium media. With the global sports media market estimated at $150 billion and sponsorships crossing $90 billion, brands are increasingly looking for more integrated ways to engage audiences.
Publicis is betting that a data-led approach will be the differentiator. By integrating 160over90 with its own capabilities, including the Epsilon identity ecosystem and Influential network, the company aims to offer marketers a seamless way to plan, activate and measure campaigns across media, sponsorships, live events and creator partnerships.
Publicis Groupe CEO Arthur Sadoun said, “After building our industry-leading position in identity resolution, commerce, and creators, our next big bet is sport. In the age of AI, it has become one of the most high-value channels for clients.”
He added that combining 160over90’s expertise with Publicis’ data and technology stack would help “connect brands to fans in ways that are both meaningful and measurable”.
Echoing the sentiment, Publicis Connected Media CEO Dave Penski said, “Sport has become the most powerful intersection of culture, commerce and community,” highlighting the growing need to treat sports marketing as a measurable channel rather than just brand-building.
As part of the deal, Publicis will also enter into a strategic partnership with WME Group, enabling closer collaboration on talent, content and brand partnerships. WME Group president Mark Shapiro said the tie-up would open up new opportunities for talent and brands to scale their ambitions globally.
Post acquisition, the combined Publicis Sports entity will report to Suzy Deering, while Robbie Henchman will remain with WME Group to oversee the ongoing partnership.
The move builds on Publicis’ recent investments in the space, including acquisitions of Adopt and Bespoke in 2025 and a partnership with Magic Johnson Enterprises, underscoring its intent to dominate the intersection of sport, culture and commerce.
As brands chase both attention and accountability, Publicis’ latest play suggests the future of sports marketing may be less about moments alone and more about measurable impact at scale.
