SMI Core data captures the actual spend data from the SMI Pool partners of major holding companies and large independent agencies, representing up to 95% of all US national brand ad spending, to provide a complete monthly view of the SMI Pool market size, investment share and category performance. Core Data delivers detailed ad intelligence across all media types, including Television, OTT, Digital, Out of Home, Print, and Radio.
Advertising expenditure fell -12% during July 2022 vs. 2021, as major telecasts shifted out of the month.
Without the Olympics airing on NBC this summer, and with the NBA Finals shifting to their typical June schedule on ABC, these absent dollars weighed down July 2022 performance.
To proxy the health of the market without the above outliers, the ad market held stable at +2% when excluding Comcast / NBCU and Disney from consideration.
Insights by Media Type
Preliminary Q3 2022 (July only)
Newspapers also represented a point of stability relative to July 2021 thresholds, while the other offline channels receded by double digits.
Insights by Media Owner
Meta, Comcast, and Disney held an equal 7% share of ad revenue via the SMI Pool. Only Meta, however, expanded among the Top Five Media Owners in July 2022 vs. 2021.
Insights by Product Category Group
In July 2022, the majority of Product Category Groups reduced ad spend for the second consecutive month.
The number of growing sectors continued to dwindle, reaching four this month, compared to five last month, and ten in Q1 2022 months.
Travel represented the strongest lift year-over-year, a position held every month from April 2021 onward. Travel expenditures have quadrupled vs. 2020 pandemic levels.