• by Joe Mandese  @mp_joemandese, April 18, 2025

"Forward bookings" -- or advanced U.S.ad sales -- for April/May expanded just 1.8% vs. the same two-month period a year ago, indicating that the second quarter is pacing to be the weakest growth since the last ad recession, according to just-released estimates from Guideline.

The disclosure is an early indicator of continuing deceleration for the U.S. ad economy, and affirms the trend line revealed in Guideline's recent February update for the U.S. Ad Market Tracker, which showed one of the weakest months of ad spending growth since the last ad recession ended in April 2023.

Guideline also disclosed that April/May forward ad bookings are pacing:

• Down 11% for "traditional channels."

• Down 24% for local TV.

• Down 9% for automotive category spending.