Home Login RADIO ONLINE RSS Facebook
Advertisement

Blog: National Marketers Are Bullish on the Economy


Cumulus Media and Westwood One
Cumulus Media and Westwood One

New research from Advertiser Perceptions as highlighted in Cumulus Media | Westwood One's latest blog post suggests a growing optimism among national marketers regarding the economy, with many planning to increase advertising budgets and expecting a surge in new product launches. The research, conducted in December 2024 and January 2025, surveyed 300 executives responsible for media brand selections, each managing at least $1 million in annual ad spending.

Key findings include:

  • Economic Growth Expectations: 47% of marketers forecast U.S. GDP growth over the next year, a significant rise from 23% in January 2023. This optimism persists despite concerns about increased tariffs and regulatory uncertainties. Eric Haggstrom, VP of Business Intelligence at Advertiser Perceptions, noted, "Advertisers are bullish about the economy and are likely to increase budgets barring major economic setbacks."

  • Spending Trends: Brands with over $25 million in annual spending are more optimistic about GDP growth (58%) compared to those spending between $1 million and $25 million (40%).

  • Reduced Economic Concerns: Worries about inflation remain, though less so than previous years, while concerns about supply chain disruptions and interest rates have significantly decreased.

  • Recession Predictions Abated: Contrary to widespread recession fears in 2022 and 2023, these did not materialize, leading to a stabilization and now an increase in advertising budgets.

  • Influence of GDP on Budgets: Over half of the surveyed media agencies and marketers (51%) state that GDP growth will influence their advertising budgets, up from previous years.

  • Advertising Budget Increases: 37% of advertisers expect a larger budget in 2025, up from 29% in the previous year.

  • Business Environment: 44% of marketers anticipate an improving business environment in the first quarter of 2025, with many noting improvements already in the last quarter of 2024.

  • Record High for New Products: Confidence in the economy has led to 75% of marketers planning new product launches in 2025, the highest level recorded.

  • Growth in Audio Advertising: There is an expected increase in ad spending across all audio platforms, influenced by the rising cultural relevance of podcasts.

  • Strategic Brand Building: A survey by Prophet highlights that 70% of top-performing marketers emphasize the importance of cohesive brand storytelling and engagement in driving short-term consumer actions, contrasting with the less effective focus on performance marketing by underperforming brands.

This research underscores a pivotal shift in marketing strategies as confidence in economic stability drives advertising investments and new product initiatives.

Advertisement

Latest Radio Stories

Red Apple Media Appoints Bert Goldman as CTO
Bert Goldman
Bert Goldman
Red Apple Media names veteran broadcast engineer Bert Goldman as its new Chief Technology Officer. He brings more than 50 years of radio engineering experience to the role, with a deep background in station construction, facility upgrades, signal optimization, and regulatory compliance. Goldman has More

Chris Fillar Joins WWJ Newsradio 950 as Morning Co-Anchor
Chris Fillar
Chris Fillar
Audacy names Chris Fillar as the new morning co-anchor on WWJ-AM (WWJ Newsradio 950) in Detroit. Fillar steps into the role alongside Jackie Paige, with the duo now leading weekday broadcasts from 5-10am ET. Fillar, who has delivered sports updates on WWJ and sister WXYT-FM (97.1 The Ticket) since 2018, More

PodcastOne Announces Return of Chrisley Confessions 2.0
PodcastOne
PodcastOne
PodcastOne has announced the relaunch of Chrisley Confessions, the podcast hosted by reality TV personalities Todd and Julie Chrisley. The revamped series, entitled Chrisley Confessions 2.0, premieres July 16, and will be available in both audio and video formats through PodcastOne. More
Advertisement

Latino USA Podcast Joins iHeartMedia's My Cultura Network
Latino USA
Latino USA
Futuro Media and iHeartMedia announced today that Latino USA, the longest-running Latino-focused news and culture program in the U.S., joins iHeartMedia's My Cultura Podcast Network. Hosted by Pulitzer Prize-winning journalist Maria Hinojosa, Latino USA will now be distributed as a podcast via iHeartRadio More

Hubbard Radio Seattle Appoints Nick Beyer VP/MM
Nick Beyer
Nick Beyer
Hubbard Radio has appointed Nick Beyer as Vice President and Market Manager of its cluster in Seattle, marking a homecoming for the longtime broadcaster whose career began over two decades ago at the same group of stations. Beyer now leads operations for a portfolio that includes KQMV-FM (MOViN 92.5), More

Report: Majority of U.S. Voters Trust Public Media
Corporation for Public Broadcasting (CPB)
Corporation for Public Broadcasting (CPB)
As the Senate prepares to vote on the Rescissions Act of 2025 -- which would eliminate $1.1 billion in previously approved funding for the Corporation for Public Broadcasting (CPB) -- a new national poll finds that most U.S. voters trust and value public media more than commercial More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement