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Seven Of Top 12 Ad Categories Upped Spending In A Mixed-Signals October.


Both the good and bad of the current U.S. economy are reflected in Guideline's Standard Media Index analysis of year-over-year spending from the top 12 advertising categories, based on October data.


General business, consumer packaged goods, pharma, and wellness all show double-digit increases from October 2022, with the first two in the 20-22% range and latter two up 11-12%. Restaurants, travel, and retail, meanwhile, settle for 2-4% gains from a year ago.


On the other end, entertainment/media, apparel, and financial are off between 12-14% year-over-year, with both automotive and tech spend down 3%, as reported by MediaPost.


Guideline reports that CPG, which accounts for close to 19% of all ad spend, “contributed a significant incremental +$200 million ad dollars," year-over-year, while noting that not all ad categories are created equal in terms of driving the overall economy.

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