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US marketers favor social media and TV for ad spend

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: US marketers are allocating more of their advertising budget to social media and TV (19% each) than digital (14%), email (12%), and out-of-home (OOH) (7%) media channels, according to Quad. (Respondents could select multiple answers.)

Beyond the chart:

  • There’s a mismatch between where marketers are putting their ad dollars and where consumers spend their media time. This year, 74.6% of all US ad spending will go to digital media, even though US adults only spend 62.1% of their daily media time with digital, according to our forecast.
  • Traditional formats, including TV, radio, and OOH, still make up nearly 40% of US adults’ media time, although that figure is declining.
  • Marketers may be more drawn to social media over other channels because it has niche targeting capabilities, affordability, and a proven track record of verifiable ROI.

Use this chart:

  • Evaluate ad dollars based on how your customers spend their time.
  • Identify opportunities to advertise on less-saturated channels.

More like this:

More Chart of the Day:

Note: Respondents were asked "Thinking about your company’s advertising budget, what percentage of your media mix is allocated to each of the following channels? (multi-select)"

Methodology: Data is from the July 2023 Quad report "The Direct Marketing Revolution 2023." 233 US marketers were surveyed online during March 2023. Respondents included C-Level Executives from companies with over 100 employees with at least $5 million in annual sales.