U.S. Ad Market Rebounds From Seasonal Low, Posts Best August Ever

The U.S. ad marketplace rebounded from a seasonal low in July, soaring to record ad-spending volume in August, according to the latest monthly installment of the U.S. Ad Market Tracker, a collaboration of MediaPost and Standard Media Index derived from pooling data from the major agency holding companies actual media spending.

The index jumped to an index of 233 in August -- up 58 points from July, which tied with January as the lowest-demand months of the year.

As healthy as that seasonal expansion was, August jumped 50 points on a year-over-year basis, marking the biggest year ever for the month.

The pattern was similar for all the vertical categories tracked in the index, including national TV, digital, etc., but much of the expansion was driven by the top product categories versus the long-tail.

While the top 10 ad categories jumped 68 points to an index of 252, the rest of the marketplace expanded only 29 points to an index of 189.



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