The advertising market entered the fourth quarter with some momentum from Q3, according to the latest update from Guideline. Its U.S. Ad Market Tracker says September ad spending rose 10.1% vs. a year ago. The data showed each month during the third quarter had double-digit growth from a year ago. And it has set up Q4 for more gains, as Q4 is typically the high point in the year. Guideline says ad spending rose 15.2% between August and September.
Something that could work in radio’s favor is the fact that the growth came mainly from smaller ad categories. Guideline says the top 10 ad categories had 8.1% growth year-to-year, while categories beyond the top 10 increased 12.9% in September vs. a year earlier.
Guideline’s U.S. Ad Market Tracker is a composite monthly index from Standard Media Index, designed to provide a real-world measure of U.S. ad spending, based on actual invoiced media buys — including on radio — from the major agencies and their clients. As such, it is mostly representative of spending by larger national advertisers.
The data is powered by Standard Media Index and covers radio, television, digital, print and out of home media types. It is based on actual spending data from the SMI pool partners at major holding companies and large ad agencies, representing 95% of all U.S. national brand ad spending.
Guideline only releases topline data, but it shows radio salespeople have good reason to focus on digital sales. The report shows digital ad growth led the way in June across the total ad market, rising 19.3% in September year-to-year, while traditional spending was off 5.7%. The data says 68% of ad dollars were spent in digital media last month, while 28% went into traditional media channels.
See Guideline’s U.S. Ad Market Tracker HERE.
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