Total Media Ad Spending per Hour Spent with Media, per User
Overall
by Media
Per User
Per Hour, per User
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US Total Media Ad Spending per Hour Spent with Media, per User
| Timeframe | 2020 | 2021 | 2022 | 2023 | 2024 | |||
|---|---|---|---|---|---|---|---|---|
| Digital ad spending per hour spent with digital media, per user | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – Digital audio ad spending per hour spent with digital audio, per user | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – Digital video ad spending per hour spent with digital video, per user | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – Social network ad spending per hour spent with social networks, per user | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Print ad spending per hour spent with print media, per user | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – Magazine ad spending per hour spent with magazines, per user | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – Newspaper ad spending per hour spent with newspapers, per user | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Radio ad spending per hour spent with radio, per user | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| TV ad spending per hour spent with TV, per user | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Total media ad spending per hour spent with media, per user (dollars) | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
Source: eMarketer, April 2022
Note: ages 18+
Additional Note: Estimates of average time spent with media are based on the total US adult population according to the US Census 2010 release, not the number of users of each medium. Desktop/laptop includes all internet activities on desktop and laptop computers. Mobile nonvoice includes all activities on all mobile devices (smartphones, feature phones, tablets), except for voice calls on the cellular network. VoIP apps or video chat apps such as Skype are included. Other connected devices include connected TV devices such as Apple TV, Xfinity Flex, connected Blu-ray devices, connected game consoles, Google Chromecast, Roku, smart TVs and other internet-connected devices. Print includes offline magazines and newspapers. Radio excludes digital audio. TV includes live, DVR and other prerecorded video such as video downloaded from the internet but saved locally. Magazine spending includes B2B, consumer, local and Sunday. Mobile spending includes display (banners, rich media and video), search and messaging-based advertising. 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. Newspaper spending includes classified, national and retail. Digital ad spending historical data up to 2014 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data. 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), mobile messaging (SMS, MMS and P2P messaging), rich media, search ads (including contextual text links, paid inclusion, paid listings and SEO), sponsorships, lead generation (referrals) and video (including advertising that appears before, during or after digital video content in a video player).
Methodology: Estimates of time spent with media are based on the analysis of estimates from other research firms, consumer media consumption, and device adoption trends. Ad spending 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; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.
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