Despite reports on a tightening of the so-called “scatter” marketplace heading into this year’s upfront network TV advertising negotiations, U.S. media-buying volume declined among the major ad agencies, according to the April edition of the Ad Market Tracker, a collaboration of MediaPost and Standard Media Index. The index, which is benchmarked at 100 in January 2010, fell to a 203 in April 2014, down from 14 points from 217 in March.
Nonetheless, April’s ad-spending volume was up from an index of 190 in April 2015 and turned in the highest volume of any April to date.
While the national TV index dipped only two points from March to a 160 in April, it rose nine points from 151 in April 2015. It was down six points from a 166 in April 2014.
Digital showed the steepest sequential decline, dropping a precipitous 89 points from March to a 543 in April. April, however, was up 72 points on a year-over-year basis and turned in the highest April to date.The data also reveals what appears to be a polarization among big and small advertisers. While all product categories exhibited a sequential decline from March to April on a year-over-year basis, the top 10 ad categories expanded 17 points to a 214 in April, while the 11-plus ad categories declined two points to a 176.