This represents the fastest rate of growth since 2010, and evidence suggests that the US market will grow at over twice the rate of the wider economy in 2016. 

It also represents an upgrade of 0.9 percentage points since Warc’s last forecast last December. This has been attributed to a more positive outlook for both TV and internet (including mobile). 

Following a 3.5% dip in 2015, TV adpsend is now forecast to rise 6.6% to $68bn this year, reportedly having been boosted by increased spending around the Rio Olympics and the US presidential campaigns. This means that TV will retain its position as the largest advertising channel by value in the US – and the world – in 2016. 

However, internet adspend is expected to rise by 13.7% this year to achieve near parity with the value of the TV ad market.