Big advertisers lead expansion

 

The U.S. advertising marketplace grew 5.9% in August, its first monthly year-over-year growth since March, according to a MediaPost analysis of Standard Media Index's U.S. Ad Market Tracker.

The finding involves media buys processed by major ad agencies and brands. It may not reflect long-term trends for smaller operations and advertisers, says MediaPost.

In the Ad Market Tracker database, the largest advertisers represented by the top 10 advertising categories raised their ad spending in August 8.4% over August 2019. During the same time, advertisers in categories 11-plus fell 3.1%, meaning that the larger advertisers are driving the ad market recovery, said MediaPost.

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