US ad market declines for a third consecutive month, with a 31% drop in May

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 30, 2020, 10:44 AM UTC

Approximately 70% of all US agency ad spend has been represented in the MediaPost and Standard Media Index.

The ad market in the US has recorded a 31% decline in May for the third consecutive month, compared to the same month last year. The May ad market decline follows a 35% and 11% drop in April and March respectively.

Further, declines in ad demand are expected by ad executives until recovery begins in the third or fourth quarter of 2020. Top 10 ad categories saw a 27% drop while others declined 46% YoY.

The national TV advertising index decreased 36% in May, from last year. Digital media, however, was more resilient with a 14% decline, compared to May 2019.

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