US Total Media Ad Spending Share, by Media

% of total
Timeframe20222023202420252026
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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Source: eMarketer

Note: *excludes digital; **excludes off-air radio and digital; numbers may not add up to 100% due to rounding

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 (% of total media ad spending), US

Sources2020202120222023202420252026
eMarketer,October 2022
Cowen and Company,January 2019
J.P. Morgan,December 2019
Zenith,December 2019
Nomura Instinet,June 2019

TV ad spending (% of total media ad spending), US

Sources2020202120222023202420252026
eMarketer,October 2022
Cowen and Company,January 2019
Zenith,December 2019
Nomura Instinet,June 2019

Print ad spending (% of total media ad spending), US

Sources2020202120222023202420252026
eMarketer,October 2022
Cowen and Company,January 2019
Nomura Instinet,June 2019

Newspaper ad spending (% of total media ad spending), US

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Magazine ad spending (% of total media ad spending), US

Sources2020202120222023202420252026
eMarketer,October 2022
Pivotal Research Group,May 2018
Zenith,December 2019

Radio ad spending (% of total media ad spending), US

Sources2020202120222023202420252026
eMarketer,October 2022
Cowen and Company,January 2019
Zenith,December 2019
Nomura Instinet,June 2019

Out-of-home ad spending (% of total media ad spending), US

Sources2020202120222023202420252026
eMarketer,October 2022
Cowen and Company,January 2019
Zenith,December 2019
Nomura Instinet,June 2019

Directory ad spending (% of total media ad spending), US

Sources2020202120222023202420252026
eMarketer,October 2022
Pivotal Research Group,May 2018
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