Madison and Wall: Saturday Summary

For the week ending September 8, 2023

This past week I published the inaugural Madison and Wall forecast of the US advertising industry covering more than 20 different forms of media, including data through 2028 from 2016 on an annual basis and from 2018 on a quarterly basis.  The data is based on my new assessments of approximately 80 individual companies based on their public filings as well as a significant volume of US government data.   Please contact me if you are interested in the complete data set.

The headline is that I estimate we have a $360 billion industry set to grow by 5% on an underlying basis in 2023, but I’d suggest reading the full report for more information about my outlook, the rationale for it and an overview of trends impacting  every other medium.

You can find it here.

I was fortunate enough to be interviewed on a podcast hosted by AdExchanger to talk about the forecast, which you can listen to here.

Beyond that, there was a lot of information to process from investor conferences this past week, including one hosted by Goldman Sachs featuring Netflix, Comcast, Warner Bros. Discovery, Paramout and Charter.  I summarized implications of relevant commentary for the broader media industry and advertising here.   Separately, Barclays hosted an investor conference focused on consumer and packaged goods companies, where executives from companies including Unilever, Nestle, Colgate-Palmolive, Mondelez, Clorox and Kimberly-Clark provided their own relevant commentary for the advertising and marketing sectors, which I summarized here.