The Homa Files

TakeAway: Is spending cyclical? Some forecasters believe so and are predicting higher ad spending in 2012 because of the key events that happen every 4 years. The impact of these events on the economy is known as the Quadrennial Effect.

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Excerpt from NYT: “Quadrennial Effect Could Make ’12 a Very Good Year”

The fact that several events that happen every four years will take place next year will stimulate the media and ad industries, leading forecasters said, offsetting the detrimental effects of the European debt crisis.

Events on the 2012 calendar likely to encourage more ad spending than this year include the United States presidential and Congressional elections, the Summer Olympic Games and the European Football (soccer) Championship.

Some analysts are expecting “The strongest-ever quadrennial effect” … adding  $7 billion to global ad spending in 2012.

For all its power, the quadrennial effect can do only so much in a bad economy.

Edit by ARK

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Tags: adevertising, quagrennial effect

This entry was posted on December 12, 2011 at 5:49 am and is filed under Mktg - Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.