The U.S. ad economy continues to recover from the COVID-19 ad recession, expanding 43.3% in July and marking the fifth consecutive month of year-over-year growth, according to a MediaPost analysis of data from Standard Media Index’s U.S. Ad Market Tracker.
Relative to the pre-pandemic month of July 2019, the U.S. ad economy is up 15%.
Significantly, smaller ad categories are outpacing the top 10 in growth relative to both last year, as well as July 2019 (see chart below).
The data indicates that smaller advertisers are relatively more elastic in their response to economic and advertising recessions relative to bigger ad categories.
Powered by Standard Media Index’s Cross Platform product, the Ad Market Tracker indexes the movement of U.S. advertising investment on a month-to-month basis. Data represented in the index is derived from actual spending by ad agencies representing more than 90% of all U.S. national advertiser investment. Baselined to a value of 100, the index is intended to be a simple way for readers to visualize the supply and demand of ad spending overall, and across the major media.