Contact Sales:1-800-405-0844
Does my company subscribe?
Newsletter sign-up
Log in
Become a ClientGet a DemoPricing
InsightsEventsPricing
United StatesTraditional Media Ad Spending, US
Traditional Media Ad Spending Growth, by Media
Collection Picker Arrow
Overall
Collection Picker Radio
Traditional Media Ad Spending
Collection Picker Radio
Traditional Media Ad Spending, by Media
Collection Picker Radio
Traditional Media Ad Spending Growth, by Media
Collection Picker Radio
Traditional Media Ad Spending Share, by Media
Collection Picker Radio
Traditional Media B2B Ad Spending
by Media
Collection Picker Radio
Print Magazine Ad Spending
Collection Picker Radio
Print Newspaper Ad Spending
Collection Picker Radio
Print Ad Spending
Collection Picker Radio
Traditional Out-of-Home Ad Spending
Collection Picker Radio
Air Radio Ad Spending
Collection Picker Radio
TV Ad Spending
Per User
Collection Picker Radio
Magazine Ad Spending, per Magazine Reader
Collection Picker Radio
Newspaper Ad Spending, per Newspaper Reader
Collection Picker Radio
Radio Ad Spending, per Radio Listener
Collection Picker Radio
TV Ad Spending, per TV Viewer
Collections Picker Arrow
Edit Title
edit title
Download ChartExport all Data to Excel
Download ChartExport Chart Image
Jump to Source Comparisons Below

US Traditional Media Ad Spending Growth, by Media

% change
Timeframe20222023202420252026
DirectoriesMaximum of two rows can be charted.
Deselect another chart icon to add this one.
PrintMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– MagazineMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– NewspaperMaximum of two rows can be charted.
Deselect another chart icon to add this one.
RadioMaximum of two rows can be charted.
Deselect another chart icon to add this one.
Traditional out-of-homeMaximum of two rows can be charted.
Deselect another chart icon to add this one.
TVMaximum of two rows can be charted.
Deselect another chart icon to add this one.
TotalMaximum of two rows can be charted.
Deselect another chart icon to add this one.

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 growth, US

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

Print ad spending growth, US

Sources2020202120222023202420252026
eMarketer,October 2022
Cowen and Company,January 2019
Magna Global,June 2020
Nomura Instinet,June 2019
Show Notes

Radio ad spending growth, US

Sources2020202120222023202420252026
eMarketer,October 2022
Magna Global,June 2020
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
Show Notes

TV ad spending growth, US

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
Show Notes

Traditional media ad spending growth, US

Sources2020202120222023202420252026
eMarketer,October 2022
Winterberry Group,January 2020
Show Notes
Become a Client
Powerful data and analysis on nearly every digital topic.
Become a Client

Geographies

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.