Ad economy in the US continues to recover from the COVID-19 ad recession

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 20, 2021, 5:42 PM GMT+0

MediaPost Analysis of data from Standard Media Index’s US Ad Market Tracker highlights monthly change in US ad spending YoY.

The analysis highlights the US ad economy continues to recover from the pandemic-influenced ad recession. The US ad economy expanded 43.3% in July this year, making it the fifth consecutive month of year-over-year growth. Additionally, the ad economy is up 15% from July 2019.

In terms of elasticity in response to economic and advertising recessions, smaller advertisers are relatively more elastic than bigger ad categories. Smaller ad categories are outpacing the top 10 in terms of growth, relative to both in 2020 and July 2019.

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