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U.S. Ad Market Grew For An Eighth Straight Month In November.


November marked an eighth consecutive monthly gain for the total U.S. ad market. A revised analysis of Guideline’s U.S. Ad Market Tracker shows ad spending was up 1.2% year-over-year in November.


The rejiggered analysis shows overall U.S. ad sales have been in growth mode since April 2023, when the market rose 0.6%. Since then the gains have been more substantial: +2.5% in May, +1.5% in June, +5.9% in July, +2.3% in August, +1.2% in September, +2.4% in October, and +1.2% in November.


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 from the major agencies and their clients. As such, it is mostly representative of spending by larger national advertisers. The tracker is an index of U.S. ad spending derived from actual media buys processed by 12 of the largest U.S. agencies' – including the six major agency holding companies and major independent media services – billing systems.


MediaPost says it captures billing records including any reconciliations over time, such as makegoods, audience deficiency units, bonus weight and other factors that may take a month or longer to reconcile fully.

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