U.S. Ad Market Declined In April, TV Outpaced Digital

The U.S. ad marketplace declined 3% in April vs. March, but it’s up 11% vs. April 2018, according to the latest estimates from Standard Media Index.

The month-to-month slide likely reflects seasonal demand from advertisers, as the Ad Market Tracker index, published as a collaboration of MediaPost and SMI, rose to 246 in April -- the highest for that month in the eight years in the database.

Interestingly, the sequential demand appears to have waned more for digital than traditional media. The tracker’s digital index fell 9% from March to April, while its national TV index rose 7%.

That’s a good harbinger moving into the upfront network TV buying season.



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