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Standard Media Index (SMI), which has emerged as the market leader in competitive ad-spending intelligence via a “pool”-based system that taps directly into the media-buying processing data of major ad agencies and clients, is substantially expanding its pool and is also expanding geographically.
In the U.S. market, SMI is adding apex media-buying agency GroupM as well as Horizon Media, Canvas Worldwide, RPA and MDC Partners’ Assembly. The additions boost its coverage of media-buying billings by 25% to just under $90 billion in ad spending by national marketers in the U.S..
Depending on the medium being analyzed, the expanded pool will represent as much as 85% of a nationally heavy medium like national TV, and about 40% of more disparate and long-tail media such as digital.