SMI Monthly Update (Feb ’22) – The Ad Industry Is on Fire

Companies Featured: Standard Media Index (SMI)

The U.S. ad market is on fire!

After 2021 totaled 18.5% in the SMI Pool, the surge continued in January 2022: +19% over January 2021. SMI forecasts double-digit growth into April.

By comparison, the compound annual growth rate for 2017-2019 (pre-pandemic) was 4.4%. These ~20% YoY gains are highly unusual for the ad market, which by SMI’s assessment already fully recovered from the pandemic by end of 2021. Digital Media continues to drive expansion.

This blog post also links to SMI’s recent reports: Industry Spotlight on Health & Wellness; Super Bowl Unit Rates, and The Covid-19 Advertising Rebound Report.