Ad demand fell 35% year-over-year in April, marking its lowest point since MediaPost and Standard Media Index began benchmarking the U.S. ad marketplace in 2012.
Sequentially, total value of the U.S. Ad Market Tracker -- an index representing total volume of advertising buys made in the U.S. -- fell 30% from March, and 35% from February, which was the last "normal" month of U.S. ad demand prior to the effects of the COVID-19 pandemic on ad spending.
April, which normally is one of the stronger ad demand months of the year, turned in the lowest index value since July 2015's 165, which normally is the weakest month of the year in terms of advertising demand.
Demand faltered more among smaller ad categories than the biggest ones.
While the ad market index for the top 10 ad categories declined 32% to April from the last normal period in February, while all other categories declined 39% during the same period -- falling to an index of 115, its lowest ever since we have been tracking it.