Industries Overview
Our research focuses on the five core coverage areas below. We apply our rigorous research methodology to our reports, charts, forecasts, and more to keep our clients at the forefront of key developments and trends before they hit the mainstream.
Latest Articles
Browse All →Microsoft’s Bing Chat ads—and their impact on the search advertising industry
Article |
Mar 31, 2023
Kohl’s, Michaels, David’s Bridal launch marketplaces
Article |
Mar 31, 2023
Retail clinic use skyrocketed during the pandemic—is that growth sustainable?
Article |
Mar 31, 2023
Apple Pay Later: How BNPL users may greet Apple’s new product
Article |
Mar 31, 2023
UK policymakers publish an AI regulatory framework that’s flexible enough to cover all sectors
Article |
Mar 31, 2023
Synchrony weighs a branded wallet despite potential downsides
Article |
Mar 31, 2023
Will Taiwan respond to TSMC’s call to ramp up chipmaking efforts?
Article |
Mar 31, 2023
Consumers and retailers have very different attitudes toward dynamic pricing
Article |
Mar 30, 2023
Is the creator economy cooling?
Article |
Mar 30, 2023
Politicians weigh in on whether US banking needs a regulatory shakeup
Article |
Mar 30, 2023
Products
Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More →Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More →Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More →About Insider Intelligence
Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Traditional Media Ad Spending, by Media
Overall
by Media
Export all Data to Excel
Export Chart Image
US Traditional Media Ad Spending, by Media
billions
| Timeframe | 2022 | 2023 | 2024 | 2025 | 2026 | |||
|---|---|---|---|---|---|---|---|---|
| Directories | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||||||||
| – Magazine | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – Newspaper | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Radio | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Traditional out-of-home | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| TV | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Total | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
Source: eMarketer, October 2022
Note: includes directories, magazines, newspapers, out-of-home, radio and TV
Additional Note: Directories ad spending includes yellow pages and other. 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. Out-of-home ad spending includes alternative, billboards, cinema, street furniture and transit. eMarketer benchmarks its US out-of-home ad spending projections against Outdoor Advertising Association of America (OAAA) data, for which the last full year measured was 2017. Radio ad spending includes local and national broadcast of traditional on-air radio stations and satellite radio services that are delivered over the air. TV ad spending includes broadcast TV (network, syndication and spot) and cable TV.
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:
Directory ad spending, US, billions
| Sources | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|
| eMarketer,October 2022 | |||||||
| Pivotal Research Group,May 2018 | |||||||
| Zenith,June 2019 |
Print ad spending, US, billions
| Sources | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|
| eMarketer,October 2022 | |||||||
| Cowen and Company,January 2019 | |||||||
| Nomura Instinet,June 2019 |
Radio ad spending, US, billions
| Sources | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|
| eMarketer,October 2022 | |||||||
| Pivotal Research Group,May 2018 | |||||||
| PricewaterhouseCoopers (PwC),June 2018 | |||||||
| Winterberry Group,January 2020 | |||||||
| Cowen and Company,January 2019 | |||||||
| Zenith,December 2019 | |||||||
| Nomura Instinet,June 2019 |
TV ad spending, US, billions
| Sources | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|
| eMarketer,October 2022 | |||||||
| Pivotal Research Group,May 2018 | |||||||
| PricewaterhouseCoopers (PwC),June 2018 | |||||||
| Winterberry Group,January 2020 | |||||||
| Cowen and Company,January 2019 | |||||||
| Zenith,December 2019 | |||||||
| Nomura Instinet,June 2019 |
Traditional media ad spending, US, billions
| Sources | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|
| eMarketer,October 2022 | |||||||
| Winterberry Group,January 2020 |
Insider Intelligence
Media Services
Free Content
Contact Us →
Worldwide HQ
11 Times SquareNew York, NY 100361-800-405-0844
Sales Inquiries
1-800-405-0844ii-sales@insiderintelligence.com
* Copyright © 2023
Insider Intelligence Inc. All Rights Reserved.