U.S. ad spending declined for the eighth consecutive month in February, and it once again was due to tough comparisons with a strong expansion a year earlier, according to a MediaPost analysis of Standard Media Index's U.S. Ad Market Tracker.
Ad volume declined 8% from February 2022, which was up 18.6% over February 2021. Relative to February 2021, this year is up 9%.
February's declines appear to be spread relatively evenly across big and small ad categories.
The SMI data shows that the top 10 ad categories fell 9.2%, while all others dropped 6.1%.
Digital media continued to gain share relative to traditional media, rising to a 59% share of all ad spending in February -- up from 55% in February 2022.