by Joe Mandese @mp_joemandese
Source: www.mediapost.com, April 2024
The U.S. ad market expanded for its 11th consecutive month in March — rising 4.3% over March 2023 — according to the latest monthly installment of Guideline’s U.S. Ad Market Tracker.
Smaller ad categories outpaced the growth of the top categories by a margin of nearly four-to-one. While the top 10 increased spending only 1.9% over March 2023, all other categories expanded 7.9%.
March’s growth was also due to a massive increase in digital vs. traditional media ad spending.
While digital ad spending rose 15.7%, traditional media declined 13.6% year-over-year.
As a result, digital’s share of total U.S. ad spending shot up seven percentage points to 68% — up from 61% in March 2023.
National TV ad spending fell 7.4% year-over-year.
