• by Joe Mandese  @mp_joemandese, August 19, 2015

The U.S. ad marketplace continued its seasonal downward trend in July, posting its lowest level since January, according to an analysis of the U.S. Ad Market Tracker. The index, which is derived from actual ad spending processed by major U.S. agency holding companies, was benchmarked to 100 in January 2009. The index has been building steadily over the past six years, but fell to a 165 in July from a 193 in June, reflecting a seasonal downturn that occurs in the summer months as demand wanes for many advertising categories.

Based on historical patterns, the index should continue to fall into August and begin to build again in September as fall marketing campaigns ramp up heading into the holiday marketing season.

July 2015, however is up 11 index points from the prior year and up 68 index points from July 2009, the first year for which data is available.

The digital sub-index remains the healthiest of the major media tracked by Standard Media Index, which powers the US Ad Market Tracker. The digital index fell to a 501 in July from a 556 in June, but is up 110 index points from July 2014 and up 373 points in July 2009.

TV was the weakest of the media sub-indexes in July, reflecting a historical decline in seasonal demand for that medium. It dropped to an index of 116 in July, the lowest point yet this year, and down two points from a 118 in July 2014.