U.S. ad spending continued to rebound in May, according to a new, enriched database from Standard Media Index, reports MediaPost.
The data, continues MediaPost, which is derived from SMI’s expanded pool of actual media buys “contributed by major agency holding companies, includes IPG Mediabrands, which announced in February that it was rejoining SMI’s cooperative pool, and which beginning this month has been reincorporated.
“The addition of IPG Mediabrands means that SMI’s U.S. database is more representative and less modeled for total media spending volume among the major agency holding companies.
“The new data, meanwhile, shows the U.S. ad market surged 56% in May, following a 53% gain in April and a 22% increase in March, which was the first to show a year-over-year rebound from the pandemic-influenced advertising recession, which began a year earlier.
“The data also reveals most media have benefitted from the rebound, with the exception of consumer magazines, which remained in decline in May, although another print medium, newspapers, have been on the rise since April.”