It looks as if some U.S.-based media have gotten their full mojo back in the first half of 2021, returning to ad spend growth levels that exceeded the same period in 2019.
Standard Media Index (SMI), a privately held firm that tracks ad-spend and ad-cost numbers across agencies and media companies, released a report this week showing first-half of the year ad-spend data for national advertisers across major media in the U.S. SMI considers the data census-level because it’s provided directly from virtually all the major media agencies (but not all, which is why it doesn’t provide actual dollar amounts).
Though it’s safe to expect significant growth over the first half of 2020, during which the COVID-19 pandemic’s lockdown deeply hurt ad-revenue generation across a majority of media, the surprising stat is that U.S. media ad spend registered a 3 percent gain over the same period of 2019 numbers as well.
Unsurprisingly, digital was the biggest gainer of all media, growing its share of total ad spend from 40% in 2019 to 51% in 2021 so far, according to the SMI data. TV shrank from 51% to 43% over that two-year span. So-called other media, which SMI lumped together, dropped from a 9% share in H1 2019 to 6% in 2021.
The biggest gainers in the digital field over the two-year span, according to the SMI data, were social media, video and audio. SMI only included actual percent gains over H1 2020 and declined to provide exact figures. Within digital, the biggest ad category gains included consumer packaged goods advertisers, which grew more than 70% over the two-year span, pharmaceuticals and technology.
SMI’s findings generally bear out with other prognosticators in the industry, including longtime analyst Brian Wieser, who is GroupM’s global president of business intelligence. Wieser’s own findings generally support SMI’s report in the area of TV, in that his research indicates TV ad-spend has been in decline in the U.S., as a result of the cancellation of some long-term commitments.
“None of this is surprising to those of us who’ve been paying attention. We anticipated this [rebound] by now,” said Wieser. “Within digital, there’s an elevation of growth we suspect is because of digital endemics that have access to cheap capital and are spending a lot on marketing and advertising.”
However, Fitzco’s research “has consistently shown that environmental issues and sustainability are important topics to younger skewing audiences. The focus on social, along with visual representation of data, aligns with the type of content a younger audience consumes,” she said. Joyce, on the other hand, said interest in sustainability content from advertisers and consumers “has […]
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Publishers continue to evaluate cost-cutting in Q4, with economic and budgetary pressures mounting
The wave of cost-cutting measures in Q3 is still flowing into Q4, with publishers under pressure to keep expenses down at a time of continuing economic uncertainty and budget planning.
Media Briefing: Publishers’ Q3 earnings reports show promise, but not without sacrifice
Publishers' third quarter earning reports are in.