Standard Media Index Says Q1 Brand Ad Spend Up 13%

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Q1 2022 ad spending rose +13% according to Standard Media Index who captures actual invoicing data from all major holding companies and most major independents, representing 95% of national brand ad spend.

Overall

  • March 2022 continued to push upward from last month, breaking a new record high for the month of March (per SMI Core data, back to 2017).

 

Channels

  • Digital has consistently expanded during Q1 of 2022, going from a 48% share of dollars in January to representing a 59% share of dollars in March.
  • Linear TV spend was flat in Q1, as gains in Broadcast TV (+9%) were unable to curtail reductions across Cable TV (-8%) and other linear channels.
  • Radio was up 8% YoY but still down 17% from 2020.

Media Owners

  • Google’s ad revenue was at a record peak (+10%), moving it back to the # 1 spot in March and for the quarter. Technology, CPG and Automotive sectors were the top three revenue streams.
  • Disneyad revenue jumped +8% in March 2022, with a healthy increase in Digital (+20%) and Linear TV (+3%). CPG, Financial Services and Pharma sectors were the top three revenue streams.
  • Facebook ad revenue expanded by +16% vs. March 2021 and +51% vs. March 2020, leaving it at a record high for the month. CPG, Pharma and Technology sectors were the top three revenue streams.

Categories

·        CPG, Technology and Pharma continued to be the top three categories and have been since March 2020, the start of the pandemic. Food (-15%), Alcoholic Beverages (-8%) and Household Supplies (-7%) drove CPG YoY fallout.  However, Technology and Pharma maintained year-over-year upward momentum, with Consumer Electronics (+32%) and OTC Drugs & Remedies (+21%) showing the largest growth vs. last March.

·        Travel and Apparel & Accessories had the heaviest growth vs. March 2021, as restrictions loosened, people were more comfortable going out or traveling and many returned to work. Cruise Lines and Hotel & Casinos had the greatest increase in incremental dollars for Travel, while Athletic Apparel & Footwear and Jewelry & Watches led incremental increases for Apparel & Accessories.

·        Entertainment & Media continued to grow YoY as the Motion Pictures (+78%) and Pre-recorded Content (+32%) sectors keep rising. Entertainment & Media marketers used Broadcast TV, Social and Cable TV as the top channels to communicate with potential consumers.

 

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