MAGNA's winter update anticipates media ad revenues to reach $833 billion in 2023, up 5% from 2022. This projection, however, is 1.5 points lower than prior estimates, given global economic uncertainties. While 2022 started strong (e.g. with an 11% US ad growth in H1), it ended with a 7% annual rise, boosted by major events like the US elections and sports tournaments.

Traditional media witnessed a 2.5% growth, in contrast to digital media's 9%. This small growth gap underscores the enduring appeal of editorial media. While some sectors, like CPG/FMCG, may reduce their 2023 ad spend, areas such as Entertainment and Travel look promising. Automotive's outlook remains uncertain.

Traditional media sales, especially TV and Publishing, are predicted to dip, but OOH advertising could grow by 6%, surpassing pre-COVID figures. Digital ad sales, influenced by evolving media habits and ecommerce, are expected to rise by 8%.