The domestic advertising market continues to set what MediaPost calls a “torrid pace” as TV ads and digital both posted gains over a year ago and over earlier 2015 levels.
“Standard Media Index’s U.S. Ad Market Tracker index grew 23% in November versus the same period a year ago to an index of 259.5 — a record since SMI began pooling results from the major media agency holding companies,” the story reports.
The index tracks the volume of media spending by the top agencies, using a base of 100 for the year 2009. The latest overall measure is up 21% over October, when the index was at 213.
National TV advertising was up 17% in November over a year ago, and up 23% from October, while digital advertising was up 37% from a year ago and up 18% over October.