March ’21 Investment Reaches Three-Year Peak, Says SMI


Standard Media Index has just released its March 2021 data, and the total monthly media investment was “way up,” it reports.

In fact, it was up 22% versus March 2020, which was down 13% from a year earlier as the COVID-19 pandemic arrived on North American shores.

The gains in the last month of Q1 2021 lifted this year’s ad investment higher than pre-pandemic levels, SMI notes: March 2021 investment was up 6.3% versus March 2019.

That said, radio broadcasting executives should not get too excited, as Digital continues to lead the growth, rising 27% in March versus last year. Further exacerbating matters for the Radio industry: TV’s “very strong” March, rising 13% versus 2020.

This, SMI says, is the “first real year-over-year increase in over a year,” excluding a 1% increase in August 2020.

To view SMI’s report, with graphics, please click here