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.
Last week, we relaunched the tool, updating the methodology for greater consistency with our core product, giving advertising and media professionals an easy and quick way to track the overall trends of the SMI Pool, representing 95% of U.S. national brand advertiser spending, trending back to 2017.
MediaPost tells the story:
The updated U.S. Ad Market Tracker is a composite index with a baseline set to the average month in 2017. The source line in the index provides more detail of the media represented in the index, but it is arguably the best current view of actual spending in the U.S. advertising marketplace, and as such is a vital tool for tracking month-to-month, year-over-year and longitudinal growth in the supply and demand of the U.S. advertising marketplace.
“We at SMI feel it is our duty to the industry, as this stewards of this immensely valuable data set, to share this intelligence for the betterment of industry health with transparency on industry trends and pricing norms,” explains Bruner, adding that future collaborations will include some explicit ad price market intelligence, which will be published in the months to come.
Some additional new features of the rebooted composite include one showing the side-by-side index values and growth of digital vs. traditional media.
Go to MediaPost for more insights and check out the Ad Tracker below: