Mixed signals for U.S. ad demand continued into October, according to the most recent data released from Guideline's Standard Media Index.
On the bullish side of the spectrum, general business (+22% vs. October 2022), consumer packaged goods (+20%), pharma (+12%) and wellness (+11%) are leading the ad spending rebound with significant double-digit ad-spending gains.
On the bearish side, financial services (-12%), apparel (-13%) and entertainment/media (-14%), have cut back at corresponding double-digit rates.
"CPG notably contributed a significant incremental +$200 million ad dollars," in year-over-year ad spending, according to Guideline's analysts, who noting that not all categories are created equal in terms of driving the overall U.S. ad economy.
CPG represents about 19% of all ad spending, according to Guideline's estimates.
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