Data from Standard Media Index tracks the year-over-year change in the monthly US ad spending.
The study found US ad market surged 56% in May 2021, after a 53% gain in April and a 22% jump in March. March 2021 was the first month to show a year-over-year rebound after the pandemic battered the advertising sector last year.
Though most media have benefitted from this rebound, magazines remained in decline in May this year. Newspapers have witnessed growth since April 2021. Among the media formats, OOH and radio benefited the most from the rebound. Ad spending in the OOH surged 98%, while radio seeing a 122% growth.
SMI derived these insights from its expanded pool of actual media buys contributed by major agency holding companies, including IPG Mediabrands. Additionally, SMI estimated the expanded pool represented 94% of national ad spending.
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