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United StatesWorldwide Ad Spending, by Country
Digital Ad Spending Penetration
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Overall
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Total Media Ad Spending
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Total Media Ad Spending Growth
Digital
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Digital Ad Spending
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Digital Ad Spending Growth
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Digital Ad Spending Penetration
Mobile
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Mobile Ad Spending
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Mobile Ad Spending Growth
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Mobile Ad Spending Penetration
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Jump to Source Comparisons Below

Digital Ad Spending Penetration Worldwide, by Country

% of total media ad spending
Timeframe20222023202420252026
ArgentinaMaximum of two rows can be charted.
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AustraliaMaximum of two rows can be charted.
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BrazilMaximum of two rows can be charted.
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CanadaMaximum of two rows can be charted.
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China*Maximum of two rows can be charted.
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FranceMaximum of two rows can be charted.
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GermanyMaximum of two rows can be charted.
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IndiaMaximum of two rows can be charted.
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IndonesiaMaximum of two rows can be charted.
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ItalyMaximum of two rows can be charted.
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JapanMaximum of two rows can be charted.
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MexicoMaximum of two rows can be charted.
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New ZealandMaximum of two rows can be charted.
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RussiaMaximum of two rows can be charted.
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South KoreaMaximum of two rows can be charted.
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SpainMaximum of two rows can be charted.
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ThailandMaximum of two rows can be charted.
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UKMaximum of two rows can be charted.
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USMaximum of two rows can be charted.
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Source: eMarketer

Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms; excludes SMS, MMS and P2P messaging-based advertising; *excludes Hong Kong

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, estimates from other research firms, and consumer internet usage trends.

Comparative Estimates from Additional Sources:

Digital ad spending (% of total media ad spending), Argentina

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,March 2018
Show Notes

Digital ad spending (% of total media ad spending), Australia

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Show Notes

Digital ad spending (% of total media ad spending), Brazil

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Show Notes

Digital ad spending (% of total media ad spending), Canada

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Show Notes

Digital ad spending (% of total media ad spending), China

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Dentsu Aegis Network,March 2020
Show Notes

Digital ad spending (% of total media ad spending), France

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Magna Global,June 2019
Show Notes

Digital ad spending (% of total media ad spending), Germany

Sources2020202120222023202420252026
eMarketer,October 2022
Dentsu Aegis Network,June 2019
Zenith,December 2019
Show Notes

Digital ad spending (% of total media ad spending), India

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Dentsu Aegis Network,January 2020
Show Notes

Digital ad spending (% of total media ad spending), Indonesia

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Show Notes

Digital ad spending (% of total media ad spending), Italy

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Show Notes

Digital ad spending (% of total media ad spending), Japan

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Show Notes

Digital ad spending (% of total media ad spending), Mexico

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Show Notes

Digital ad spending (% of total media ad spending), New Zealand

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Show Notes

Digital ad spending (% of total media ad spending), Russia

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Show Notes

Digital ad spending (% of total media ad spending), South Korea

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Show Notes

Digital ad spending (% of total media ad spending), Spain

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Show Notes

Digital ad spending (% of total media ad spending), Thailand

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Show Notes

Digital ad spending (% of total media ad spending), UK

Sources2020202120222023202420252026
eMarketer,October 2022
GroupM,June 2019
Zenith,December 2019
Show Notes

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
Show Notes
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