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Learn More →Total Media Ad Spending Growth, by Media
Overall
by Media
Per User
Per Hour, per User
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US Total Media Ad Spending Growth, by Media
% change
| Timeframe | 2023 | 2024 | 2025 | 2026 | 2027 | |||
|---|---|---|---|---|---|---|---|---|
| Digital | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – Mobile | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| TV* | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||||||||
| – Newspaper** | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – Magazine** | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Radio** | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Out-of-home | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Directories** | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Total | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
Source: eMarketer, March 2023
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
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| 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
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| 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
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| 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
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| eMarketer,March 2023 | |||||||
| Cowen and Company,January 2019 | |||||||
| Magna Global,June 2020 | |||||||
| Nomura Instinet,June 2019 |
Newspaper ad spending growth, US
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| 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
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| 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
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| 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
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| 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
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| eMarketer,March 2023 | |||||||
| Pivotal Research Group,May 2018 | |||||||
| Zenith,June 2019 |
Total media ad spending growth, US
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| 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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