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US Total Media Ad Spending Growth, by Media

% change
Timeframe20232024202520262027
DigitalMaximum of two rows can be charted.
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– MobileMaximum of two rows can be charted.
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TV*Maximum of two rows can be charted.
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PrintMaximum of two rows can be charted.
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– Newspaper**Maximum of two rows can be charted.
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– Magazine**Maximum of two rows can be charted.
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Radio**Maximum of two rows can be charted.
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Out-of-homeMaximum of two rows can be charted.
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Directories**Maximum of two rows can be charted.
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TotalMaximum of two rows can be charted.
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Source: eMarketer

Note: includes digital (desktop/laptop, mobile and other internet-connected devices), directories, magazines, newspapers, out-of-home, radio and TV; *excludes digital; **excludes off-air radio and digital

Additional Note: Digital ad spending includes banner ads and other (static display and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets), classified ads, email (embedded ads only), lead generation (referrals), mobile messaging (SMS, MMS and P2P messaging), rich media (including instream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings and SEO) and sponsorships. Directories ad spending includes yellow pages and other. Magazine ad spending includes B2B, consumer, local and Sunday. Newspaper ad spending includes classifieds, national and retail. eMarketer benchmarks its US newspaper ad spending projections against the Newspaper Association of America (NAA) data, for which the last full year measured was 2013. Out-of-home ad spending includes alternative, billboards, cinema, street furniture and transit. eMarketer benchmarks its US out-of-home ad spending projections against Outdoor Advertising Association of America (OAAA) data, for which the last full year measured was 2017. Radio ad spending includes local and national broadcast of traditional on-air radio stations and satellite radio services that are delivered over the air. TV ad spending includes broadcast TV (network, syndication and spot) and cable TV.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.

Comparative Estimates from Additional Sources:

Digital ad spending growth, US

Sources2021202220232024202520262027
eMarketer,March 2023
Magna Global,June 2020
Pivotal Research Group,May 2018
PricewaterhouseCoopers (PwC),June 2018
Cowen and Company,January 2019
JMP Securities,March 2020
Zenith,December 2019
S&P Global,February 2019
Nomura Instinet,June 2019

Mobile ad spending growth, US

Sources2021202220232024202520262027
eMarketer,March 2023
JMP Securities,March 2020
Magna Global,June 2020
PricewaterhouseCoopers (PwC),June 2018
Cowen and Company,January 2019

TV ad spending growth, US

Sources2021202220232024202520262027
eMarketer,March 2023
Pivotal Research Group,May 2018
PricewaterhouseCoopers (PwC),June 2018
Cowen and Company,January 2019
Zenith,December 2019
Nomura Instinet,June 2019

Print ad spending growth, US

Sources2021202220232024202520262027
eMarketer,March 2023
Cowen and Company,January 2019
Magna Global,June 2020
Nomura Instinet,June 2019

Newspaper ad spending growth, US

Sources2021202220232024202520262027
eMarketer,March 2023
Pivotal Research Group,May 2018
PricewaterhouseCoopers (PwC),June 2018
Zenith,December 2019
S&P Global,February 2019

Magazine ad spending growth, US

Sources2021202220232024202520262027
eMarketer,March 2023
Pivotal Research Group,May 2018
PricewaterhouseCoopers (PwC),June 2018
Zenith,December 2019
S&P Global,February 2019

Radio ad spending growth, US

Sources2021202220232024202520262027
eMarketer,March 2023
Magna Global,June 2020
Pivotal Research Group,May 2018
PricewaterhouseCoopers (PwC),June 2018
Cowen and Company,January 2019
Zenith,December 2019
Nomura Instinet,June 2019

Out-of-home ad spending growth, US

Sources2021202220232024202520262027
eMarketer,March 2023
Magna Global,June 2020
Pivotal Research Group,May 2018
PricewaterhouseCoopers (PwC),June 2018
Cowen and Company,January 2019
Zenith,December 2019
S&P Global,October 2019
Nomura Instinet,June 2019

Directory ad spending growth, US

Sources2021202220232024202520262027
eMarketer,March 2023
Pivotal Research Group,May 2018
Zenith,June 2019

Total media ad spending growth, US

Sources2021202220232024202520262027
eMarketer,March 2023
Magna Global,June 2020
Warc,May 2020
Pivotal Research Group,May 2018
Cowen and Company,January 2019
Zenith,December 2019
S&P Global,February 2019
Nomura Instinet,June 2019
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