US Ad Spending 2022

Ecommerce, Social Video, and CTV Trends Launch a New Era of Ad Spending

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About This Report
Following a banner year, US ad spending in 2022 will be shaped by three key trends: Linear TV crossing the Rubicon, a billionaires’ club emerging in connected TV (CTV), and ecommerce ad spending enriching Google, Amazon, and a crop of newcomers in search and retail media.
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Executive Summary

With COVID-19's severity waning, linear TV ad spending will peak on a per-user basis in 2022, social media will move closer to becoming video-first, and ecommerce ad spending will nearly triple its 2019 peak.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. Who will win share of the budgets that once went to TV broadcasters and networks?
  2. Will Amazon and Walmart be joined by another major player in ecommerce ad spending?
  3. Will the momentum behind TikTok continue to grow?

WHAT’S IN THIS REPORT? Ad spending forecasts for digital and traditional channels, focused on linear TV, search, social media, and digital video. Supplemented with looks at adjacent areas, including connected TV (CTV) penetration and usage.

KEY STAT: US ad spending per person will exceed $1,000 in 2022, rising more than 8% next year.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Impact of the Ukraine Conflict and Market Instability
  4. Advertising Surges Continue in 2022 After Early Pandemic Declines
  1. Linear TV Finally Loses Its Crown
  2. Watch Party: Inside the Social Video Boom
  3. Surging Search Advertising
  4. What Do These Forecasts Mean for Marketers in the US?
  1. Read Next
  2. Media Gallery

Read This With Insider Intelligence

authors

Max Willens

Contributors

Zach Goldner
Junior Forecasting Analyst
Peter Newman
Senior Forecasting Analyst
Paul Verna
Principal Analyst
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