Madison Avenue’s media trading volume continued to build coming into the fourth quarter, with October spending reaching its highest point ever for that month and approaching the highest point since the big agency holding companies began pooling their data through Standard Media Index, which powers the U.S. Ad Market Tracker. The tracker, which indexes the big agencies’ media spending volume at 100 in 2009, climbed to a point more than double that -- 213 -- in October.
That places October second only to December 2014 (index of 218) and tied with Nov. 2013 (also a 213), in terms of relative growth over the six years that SMI has been pooling the data. The pool, which SMI says covers media buys covering about 85% of the holding company marketplace, includes every major player except for WPP.
While total volume continues to expand, digital media spending remains the most expansive segment of Madison Avenue’s economy, reaching an all-time monthly high of 615 in October.