Winterberry Group is aligned with other forecasters in believing 2024 will be a more vibrant year for ad spending than 2023 while noting that robust top-line growth does not tell the full story. Case in point: the upcoming election cycle, which will provide a boon for media owners, including in the beleaguered offline arena, but give consumer brands pause as they look to avoid getting tangled up in divisive rhetoric and focus instead on more targeted efforts.
