Congratulations, advertisers — 2023 was in the black!
According to the latest numbers from Guideline’s Standard Media Index, the U.S. Ad Market Tracker shows 2023 ending with a 0.5% overall YoY gain following a December 2.8% YoY growth that capped off nine months of consecutive expansion.
Every win counts.
(Source: Information from Guideline’s U.S. Ad Market Tracker, via MediaPost)
“The tracker ended the year with a December index of 145.7 — a 2.8% gain over December 2022’s 141.8,” MediaPost’s Joe Mandese says of the index results, which looks at ad spending by major agency holding companies and independent media-service agencies.
MediaPost credits much of December’s growth from smaller ad categories, which grew nearly three times the rate of the top 10 categories.
“In fact,” Mandese writes, “looking back longitudinally over the six years since the index was first benchmarked, while overall ad spending expanded 45.6% over time, ad categories ranked 11 or lower rose 73.3%, while the top 10 increased only 30.4%.”
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