U.S. Ad Market Expands Again In August, Finds New Index Tracker
September 22, 2015 at 5:07 AM (PT)
AUGUST was a strong month for advertising spanding finds a new report from U.S. Ad Market Tracker, an index developed jointly by MEDIAPOST and StaNDARD MEDIA INDEX, which combines actual media buys processed by the majority of major agency holding companies and their brand marketing clients. MEDIAPOST reports, "the index rose 20 points to 184 in AUGUST from 164 in JULY. More significantly, it is up 18 points year-over-year vs. AUGUST 2014, indicating that major U.S. brands and agencies are once again expanding their ad spending."
The report notes the SUMMER months usually show a downward trend in ad spending volume, before rising through the FALL and into the holiday shopping season.
MEDIAPOST adds "digital, not surprisingly, continues to be the most robust sector of the advertising marketplace, rising 29 points in AUGUST from JULY and 94 points from AUGUST 2014." The best performers in that sector:
- Social (+87% in AUGUST vs. year ago levels)
- Video (+33%) continue to be the fastest-growing digital segments
- Internet radio (+26%)
- Programmatic exchange-based and ad network marketplace (+23%)