U.S. Ad Market Posts Third Consecutive Gain In September, Albeit Marginally

The U.S. ad market rose just 0.1% in September vs. the same month a year ago, but it nonetheless marked the third consecutive monthly gain, following a protracted period of sequential declines.

While not necessarily great news amid growing concerns that the macro economy remains uncertain, including speculation over another U.S. and possibly global recession, it's not terrible news either.

And while this September was down 2.0% from September 2021, that year was the best September ever since Guideline began tracking the U.S. advertising marketplace.

Most of this year's stability came mainly from smaller ad categories, which increased aggregate spending 1.7% from September 2022, while the top 10 advertising categories were down 1.0% during the same year-over-year period.



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