Marketecture: Get Smart. Fast. Episode 116: Brian Wieser on why his ad forecasts are heading downwards and what happens if pharma ads are banned
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Mar 28, 2025 Brian Wieser, an advertising forecaster and consultant at Madison and Wall, joins the hosts to unravel the complex landscape of ad forecasts facing significant downward revisions. They discuss the chilling effect of geopolitical tensions and economic uncertainties on advertising budgets, particularly in the pharma sector. Wieser shares insights on how AI is transforming media buying and the rise of YouTube's dynamic ads. The future of ad strategies and the looming challenges of relaxed banking regulations are also explored with a pinch of humor.
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Advertising Tied to Consumer Spending
- Advertising correlates more with consumer spending than overall GDP in the US.
- Supply chain issues and policy uncertainty heavily impact advertising budgets and planning.
Impact of Pharma Ad Ban
- Pharma advertising accounts for 5% of US ad spend, heavily concentrated in TV.
- A pharma ad ban would disrupt TV broadcasters differently, hitting CNN and MSNBC hard, less so Fox.
Agency Economics and AI
- Agencies thrive in complex markets because complexity requires more services.
- AI can help agencies but they must keep investing in people and products to survive.