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US Traditional Media Ad Spending, by Media

billions
Timeframe20222023202420252026
DirectoriesMaximum of two rows can be charted.
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PrintMaximum of two rows can be charted.
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– MagazineMaximum of two rows can be charted.
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– NewspaperMaximum of two rows can be charted.
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RadioMaximum of two rows can be charted.
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Traditional out-of-homeMaximum of two rows can be charted.
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TVMaximum of two rows can be charted.
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TotalMaximum of two rows can be charted.
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Source: eMarketer

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

Sources2020202120222023202420252026
eMarketer,October 2022
Pivotal Research Group,May 2018
Zenith,June 2019

Print ad spending, US, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Cowen and Company,January 2019
Nomura Instinet,June 2019

Radio ad spending, US, billions

Sources2020202120222023202420252026
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

Sources2020202120222023202420252026
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

Sources2020202120222023202420252026
eMarketer,October 2022
Winterberry Group,January 2020
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