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United StatesTraditional Media Ad Spending, US
Traditional Media B2B Ad Spending
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Overall
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Traditional Media Ad Spending
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Traditional Media Ad Spending, by Media
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Traditional Media Ad Spending Growth, by Media
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Traditional Media Ad Spending Share, by Media
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Traditional Media B2B Ad Spending
by Media
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Print Magazine Ad Spending
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Print Newspaper Ad Spending
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Print Ad Spending
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Traditional Out-of-Home Ad Spending
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Air Radio Ad Spending
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TV Ad Spending
Per User
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Magazine Ad Spending, per Magazine Reader
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Newspaper Ad Spending, per Newspaper Reader
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Radio Ad Spending, per Radio Listener
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TV Ad Spending, per TV Viewer
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US Traditional Media B2B Ad Spending

Timeframe20202021202220232024
Traditional media B2B ad spending (billions)Maximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total B2B ad spending Maximum 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. Out-of-home ad spending includes alternative, billboards, cinema, street furniture and transit. 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.

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