Insights

SMI will be bringing its solutions to the UK market soon. SMI’s insights into agency bookings reveal how much advertisers are actually paying. Why risk your budget on an estimate? Don’t Estimate. Know.

Six years ago, Joe Mandese, the editor in chief of MediaPost approached Standard Media Index about creating a true index of ad industry market health, akin to the Dow Jones Index. We thought it was a great idea, and we have published the SMI U.S. Ad Maret Tracker ever since.

In this session from the Future of TV Advertising Canada Forum, Darrick Li, Managing Director of Standard Media Index, looks at the driving factors to the ad market rebound in Canada.

In this session from the Future of TV Advertising Forum, Ben Tatta, President of Standard Media Index, looks at the business side behind the explosion of AVOD services. SMI reports the actual investment trends for ad-supported services, including the CPMs they are commanding.

The global COVID pandemic has delivered the largest decline in ad spend yet seen in key advertising markets, with national ad spend in the Anglo Markets decreasing by 8% in 2020. However, our data also shows that while the decline in ad spend has been at a record level, the market recovery is well underway with these markets reporting combined growth of +5% in the final quarter.

In an increasingly fragmented video landscape, the NFL continues to be a juggernaut that generates billions of dollars in ad revenue for their cable and broadcast partners each year.

The global COVID pandemic has delivered the largest decline in ad spend yet seen in key advertising markets, with national ad spend in the Anglo Markets decreasing by 8% in 2020. However, our data also shows that while the decline in ad spend has been at a record level, the market recovery is well underway with these markets reporting combined growth of +5% in the final quarter.

After a dismal second quarter 2020, the national ad marketplace ended with a strong fourth quarter. SMI reported no category was stronger in the final quarter than Consumer Packaged Goods, with year-over-year ad spend growth of +34%, the most of any vertical. For calendar year 2020, CPG ad spend grew +10%, compared to -7% for the entire ad market.

SMI’s upfront/scatter report provides insight on where and when national TV ad dollars were allocated by programming genre and by broadcast or cable TV, during the first quarter (Oct-Dec 2020) of the 2020-21 broadcast season.

I was asked this month to share some AVOD and OTT insights at the Global – Future of TV Forum. As you know, OTT consumption has been growing with new platforms and with more premium video content available. And consumer adoption, especially during the pandemic, grew considerably. As a result, advertisers are allocating more of their ad budget on this fast-growing medium.

Performance during the July to September quarter is key for the media industry, with the transition from Summer into Fall; and in some markets, it represents the conclusion of a broadcast season and the start of a new one. This year’s third quarter was even more interesting, as the media industry across all Anglo markets attempted to recover from a disastrous second quarter as a result of the Covid-19 lockdown.

In second quarter 2020 the full impact of the COVID pandemic on the ad marketplace was felt globally. According to Standard Media Index (SMI), second quarter ad spend dropped by an average of -37.1% across five major Anglo markets, the United States, Canada, United Kingdom, Australia and New Zealand, year-over-year. SMI reports ad spend declines had continued and even accelerated throughout second quarter after the pandemic first hit in mid-March. There are, fortunately, indications of a partial recovery in the ad marketplace within third quarter.