US Print Ad Spending

Timeframe20222023202420252026
Print ad spending (billions)Maximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total media ad spendingMaximum of two rows can be charted.
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Source: eMarketer

Note: print only; includes magazines and newspapers

Additional Note: 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.

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:

Print ad spending, US, billions

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

Print ad spending growth, US

Sources2020202120222023202420252026
eMarketer,October 2022
Cowen and Company,January 2019
Magna Global,June 2020
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
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