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Data Table
Source & Notes
Source: eMarketerMay 2023 
Note: advertising includes digital (desktop/laptop, mobile, and other internet-connected devices), directories, magazines, newspapers, out-of-home, radio, and TV; time spent is among ages 18+ and includes digital (excluding mobile voice) via any device, print (magazines and newspapers), radio, TV, and other
Additional Note: Estimates of average time spent with media are based on the total US adult population according to the US Census Bureau 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 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)/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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