Source: eMarketer, July 2022
Note: includes advertising that appears on desktop and laptop computers on all formats mentioned; also includes advertising that appears on connected TV (CTV) devices; includes display ads that appear on home screens and in-stream video ads that appear on CTVs from platforms like Hulu, Roku and YouTube; excludes network-sold inventory from traditional linear TV and addressable TV advertising; numbers may not add up to total due to rounding
Additional Note: Automotive includes all automotive-related categories including sale/purchase of vehicles and parts and maintenance. CPG and consumer products includes food products, household products, packaged goods, tobacco, personal care products, toiletries and cosmetic products. Financial services includes commercial banks, credit agencies, personal credit institutions, consumer finance companies, loan companies, business credit institutions and credit card agencies; also includes companies engaged in the underwriting, purchase, sale or brokerage of securities and other financial contracts. Healthcare and pharma includes pharmaceutical products, facilities, services, researchers, drug manufacturers and marketers, doctors, hospitals and biological products, as well as establishments providing health care services and social assistance for individuals; also includes health insurance advertising. Retail includes mail order/catalog, restaurants/fast food, drug stores, retail stores, cosmetics stores, and merchants of apparel, home furnishings/textiles, toys, pet food/supplies, appliances, jewelry and general merchandise. Travel includes airlines, car rental, hotels and resorts, cruises, destination marketing organizations; includes both leisure and business travel. Other includes categories that fall outside of those mentioned, such as media, entertainment, telecom, computing products & consumer electronics, healthcare and pharma, real estate, business and industrial, education, etc.
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.