U.S. Ad Volume Climbs To Highest November Ever, Big Advertisers Drive Most Of The Expansion

The U.S. ad marketplace is winding down on an expansionary note, turning in its biggest November ever, according to the latest installment of the Ad Market Tracker, a collaboration of MediaPost and Standard Media Index, measuring the monthly volume of ad spending from big agency holding companies.

The index, which is benchmarked at 100 in January 2009, rose to a 276 in November, an increase of four index points from a 272 in November 2015.

November also expanded markedly on a sequential basis, rising 24 points over October’s 252.

The expansion appears to be driven mostly by the nation’s biggest advertisers. While the index for the top 10 advertisers declined only marginally -- dropping two points from a 286 last November to a 284 this year -- the index dropped six points among advertisers ranked 11 and lower during the same period.



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