Madison and Wall Podcast
Episode 27: New Ad Forecast! Auto Ad Spend Trends, Accenture Read-Throughs on Agencies + Ads 101 on Media Research With Stacey Schulman
Mar 21, 2025
Stacey Lynn Schulman, a media research executive with a rich history at Nexstar and Interpublic's Initiative, joins the discussion to unravel the latest ad trends. They dive into the significant decline in auto advertising and how political uncertainties are reshaping strategies. Schulman sheds light on the evolving role of media currency in advertising, emphasizing the transition from Nielsen to Comscore and the essential nature of trust in audience measurement. Additionally, they explore advertising dynamics across Europe and the impact of digital platforms.
27:33
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Quick takeaways
- The uncertainty in the economic outlook is significantly affecting advertising spending and decision-making processes among businesses, leading to a cautious approach.
- Research remains vital in advertising strategies, guiding agencies to understand audiences better and navigate a shifting landscape towards programmatic buying.
Deep dives
Economic Uncertainty and Forecasts
Recent economic updates highlight a significant increase in uncertainty regarding the economic outlook, impacting decisions around interest rates and advertising spending. The Federal Reserve maintained steady interest rates but acknowledged the persistent elevated inflation and the unpredictable economic environment. Business forecasts for 2025 have been adjusted downward, with expectations of only 3.6% growth in advertising, indicating a cautionary approach among businesses. The uncertainty is likely to lead to decision-making paralysis among advertisers, as they navigate fluctuating consumer behavior and economic conditions.
