US ad market flat again; traditional media slips below 20%

Guideline's US Ad Market Tracker put August growth at a tepid 0.7% year over year after the World Cup surge, with national TV down 13.4% on tough comps and digital's share topping 80% as traditional media fell below 20% for the first time. Top-10 advertiser categories rose 2.4% while everything else fell 1.2%, so the growth is concentrated at the top.