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SMI U.S. Ad Market Tracker: A Full Year Of Economic Recovery.


Another sign of the return to stability following the pandemic, February marks a full year of U.S. ad market recovery. Ad spending in February 2022 was up 14.7% year-over-year. That follows year-over-year increases that peaked at 54.7% in April 2021. December 2021 was the only month that had a year-over-year decrease (1.4%).


The information comes from Standard Media Index’s U.S. Ad Market Tracker, which is a collaboration with MediaPost, which reported on the findings.


“Ad spending expanded 14.7% in February, meaning that with the exception of December 2021's tepid 1.4% growth, every month has increased at healthy double-digit gains since coming out of the advertising recession in March 2021,” the article says. “Smaller ad categories continued to lead the recovery, rising 33.5% in February, while the top 10 were essentially flat.”


In February, categories outside of the Top 10 increased 33.5% as compared to February 2021, when they were down 4.3% from the year before. In February 2021, Top 10 categories were down 6.5%. Last month the Top 10 categories were flat.


In February, the traditional media index share was 46%, compared to the digital media index share, which was 54%. Traditional media includes radio, TV, newspapers, magazines, outdoor and direct mail. Digital media includes search, social, online video and digital, internet radio, and ad networks/exchanges.

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