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US Advertising Spending
Choose an adjective: Epochal. Momentous. Historic. However you label it, US online advertising spending is entering a new era.
The US Advertising Spending report tracks the rise of Internet advertising, relates it to the total advertising market and makes projections for the future of both.
If you want all the latest ad numbers and want to know how they are affecting the industry—from both the perspective of buyers and sellers—this is the report for you.
eMarketer projects that online advertising will more than double as a percentage of total media, rising from only a 6% share in 2006 of total media, to slightly over a 12% share in 2010.
Key questions the “US Advertising Spending” report addresses:
- Is Internet ad spending immune to economic fallout?
- How quickly are traditional advertisers moving ad budgets online?
- Which companies are putting more into Internet advertising—and why?
- What factors are still slowing online ad spending growth?
- And many others…
eMarketer Reports—On Target and Up to Date
The US Advertising Spending report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make the right business decisions—right now.
To download the report to your desktop—click Add to Cart:
Choose an adjective: Epochal. Momentous. Historic. However you label it, US online advertising spending is entering a new era.
Executive Summary
 US Online and Total Media Advertising Spending, 2006-2011 (billions and % of total media spending)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: US Advertising Spending
Internet Ad Spending
US Online Advertising Spending, 2001-2011 (billions)
US Online Advertising Spending Growth, 2001-2011 (% increase/decrease vs. prior year)
Average Annual Online Advertising Spending per US Internet User, 2001-2011
Online Channels Used to Sell Products or Services according to Marketing Executives Worldwide, July 2007 (% of respondents)
Online Marketing Tactics Used by Companies Worldwide, July 2007 (% of respondents)
Types of Advertising Trusted by Internet Users Worldwide, April 2007 (% of respondents)
Close-Up: Quarter by Quarter
US Online Advertising Spending, by Quarter, Q1 2005-Q4 2007 (billions)
US Online Advertising Spending Growth, by Quarter, Q1 2005-Q4 2007 (% increase/decrease vs. prior year and % increase/decrease vs. same quarter prior year)
Comparative Estimates: Internet Ad Spending
Comparative Estimates: US Online Advertising Spending, 2007 (billions)
Comparative Estimates: US Online Advertising Spending Growth, 2007 (% increase vs. prior year)
Comparative Estimates: US Online Advertising Spending, 2006-2011 (billions)
Comparative Estimates: US Online Advertising Spending Growth, 2006-2011 (% increase vs. prior year)
Top Advertisers Online
Online Advertising Spending's Share among Top 25 US Advertisers, Ranked by Total US Advertising Spending*, 2005 & 2006 (thousands and % of total)
Internet's Share of US Total Media Advertising Spending among Leading 100 US Advertisers, by Industry, 2005 & 2006 (% of total spending and % increase/decrease vs. prior year)
Internet's Share of US Total Media Advertising Spending among Leading 100 US Advertisers and All Advertisers, 2002-2006 (% of total)
Percent of Leading 100 US Advertisers with US Online Advertising Spending Growth that Is Higher than Total Media Advertising Spending Growth, 2003-2006
US Advertising Spending among Leading 100 Advertisers and All Advertisers, by Media, 2005 & 2006 (millions and % increase/decrease vs. prior year)
Barriers to Using Online Marketing according to Marketing Executives* Worldwide, July 2007 (% of respondents)
Top 25* Companies** for US Online Advertising Spending among Leading 100 US Advertisers, 2005 & 2006 (thousands and % increase/decrease vs. prior year)
Top 25* Companies** for US Online Advertising Spending Growth among Leading 100 US Advertisers, 2005 & 2006 (thousands and % increase/decrease vs. prior year)
Top 10 US Companies, Ranked by Online Advertising Spending*, 2005 & 2006 (millions and % increase/decrease vs. prior year and % of total)
Top 25* Companies** among Leading 100 US Advertisers for US Online Advertising Spending's Share of Total Advertising Spending, 2005 & 2006 (% of total)
Online Advertising Spending among 100 Leading US Advertisers, Ranked by Total US Advertising Spending*, 2005 & 2006 (thousands and % increase/decrease vs. prior year)
Web Portal Revenues
US Online Advertising Revenues* at Google, Yahoo!, AOL and MSN As a Percent of Total Online Advertising Spending, 2004-2007
US Online Advertising Revenues* at Google, Yahoo!, AOL and MSN, 2004-2007 (millions)
US Online Advertising Revenue* Growth at Google, Yahoo!, AOL and MSN, 2005-2007 (% increase vs. prior year)
US Online Advertising Revenues* at Google, Yahoo!, AOL and MSN As a Percent of Total Media Advertising Spending, 2004-2007
Select US Leading Media Company Advertising Revenues, by Segment, Q2 2006 & Q2 2007 (millions and % increase/decrease vs. prior year)
Factors Shaping Internet Advertising
US Online Advertising Spending by Financial Services and Insurance Companies, 2006-2011 (billions and % of total)
Top 10 Advertisers for Online CPM*-Priced Display Advertising in the US, Ranked by Estimated Spending**, 2006-2008 (millions)
Top 10 Advertisers for Online CPM*-Priced Display Advertising in the US, Ranked by Estimated Spending**, July-September 2007 (% of total and millions)
Top 10 Advertisers for Online CPM*-Priced Display Advertising Spending Growth in the US, Ranked by Estimated Spending**, July-September 2007 (% increase/decrease vs. prior month)
Average CPM* for Online Display Advertising Impressions among the Top 10** Online Advertisers in the US, June-September 2007
Online Ad Formats
US Online Advertising Spending, by Format, 2006-2011 (% of total online ad spending and billions)
US Online Advertising Spending, by Format, 2006-2011 (millions)
US Online Advertising and Marketing Spending, by Format, 2004-2010 (% of total)
US Online Advertising Spending Growth, by Format, 2006-2011 (% increase/decrease vs. prior year)
US Online Advertising and Marketing Spending Growth, by Format, 2005-2010 (% increase vs. prior year)
Comparative Estimates: Internet Formats
Comparative Estimates: US Online Advertising Spending, by Format, 2007 (millions)
Comparative Estimates: US Online Advertising Spending, by Format, 2009 (millions)
Comparative Estimates: US Online Advertising Spending, by Format, 2007 (% of total and billions)
Comparative Estimates: US Online Advertising Spending, by Format, 2009 (% of total and billions)
Comparative Estimates: US Online Advertising Spending Growth, by Format, 2007 (% increase/decrease vs. prior year)
Comparative Estimates: US Online Advertising Spending Growth, by Format, 2009 (% increase/decrease vs. prior year)
Advertising Objectives
US Online Advertising Spending, by Objective, 2006-2011 (% of total)
US Online Advertising Spending, by Objective, 2006-2011 (billions)
US Online Advertising Spending Growth, by Objective, 2006-2011 (% increase/decrease vs. prior year)
Media that Will Represent the Largest Increase in Spending* for Their Top Client or Brand according to US Marketing Executives, by Clients' Budget Size, March 2007 (% of respondents)
Marketing Goals that Companies Worldwide Are Trying to Achieve Using Select Online Marketing Tactics, July 2007 (% of respondents*)
Total Media Ad Spending
Top 25* Companies among Leading 100 US Advertisers with Lowest Percentage of Their Advertising Spending Going to Traditional Media**, 2006
US Total Media Advertising Spending Growth, 2001-2011 (% increase/decrease vs. prior year)
US Total Media Advertising Spending, 2001-2011 (billions)
Comparative Estimates: Total Media
Comparative Estimates: US Total Media Advertising Spending, 2007 (billions)
Comparative Estimates: US Total Media Advertising Spending Growth, 2007 (% increase vs. prior year)
Comparative Estimates: US Total Media Advertising Spending, 2006-2011 (billions)
Comparative Estimates: US Total Media Advertising Spending Growth, 2006-2011 (% increase/decrease vs. prior year)
Internet vs. Other Media
US Online Advertising Spending vs. Radio Advertising Spending, 2006-2011 (billions)
US Advertising Spending, by Media, First half 2006 & First half 2007 (% market share)
US Online Advertising Spending As a Percent of Total Media Advertising Spending, 2001-2011
US Advertising Spending Growth Rates for Total Media, Online Advertising and Total Media without the Internet, 2006-2011 (% increase/decrease vs. prior year)
Media that Will Take the Biggest Hit over the Next Few Years according US Marketing Executives, by Clients' Budget Size, March 2007 (% of respondents)
Comparative Estimates: Internet as a Percent of Total Media
Comparative Estimates: US Online Advertising As a Percent of Total Media Advertising Spending, 2006-2011
Total Spending: Top Advertisers and Industries
Top 25 US Advertisers, Ranked by Total Advertising Spending, 2005 & 2006 (millions and % change)
Top 25* Companies** for US Total Media Advertising Spending Growth among Leading 100 US Advertisers, 2005 & 2006 (thousands and % increase vs. prior year)
Top 10 US Advertisers, Ranked by Advertising Spending, First half 2006 & First half 2007 (millions and % change)
Spending Increases and Decreases among Top 10 US Advertisers, Ranked by Total Advertising Spending, First half 2007 vs. First half 2007 (millions)
By Industry
US Advertising Spending, by Industry/Category, 2006 (millions and % change)
Top 10 US Advertising Categories, Ranked by Spending, First half 2006 & First half 2007 (millions and % change)
Top 10 US Advertising Categories, Ranked by Spending Increases and Decreases, First half 2007 vs. First half 2006 (millions)
US Total Media Advertising Spending among Leading 100 US Advertisers, by Industry, 2005 & 2006 (millions and % increase/decrease vs. prior year)
Ad Spending by Media
US Advertising Spending, by Media, 2005 & 2006 (millions and % increase/decrease vs. prior year)
US Advertising Spending, by Media, 2005 & 2006 (millions and % increase/decrease vs. prior year)
Leading 100 US Advertisers' Share of Each Medium's US Advertising Spending, 2005 & 2006 (% of total spending and % increase/decrease vs. prior year)
US Advertising Spending, by Media, First half 2006 & First half 2007 (millions and % change)
US Advertising Spending Increases and Decreases, by Media, First half 2007 vs. First half 2006 (millions)
Comparative Estimates: By Media
Comparative Estimates: US Advertising Spending, by Media, 2007 (% of total and millions)
Comparative Estimates: US Advertising Spending Growth, by Media, 2007 (% increase/decrease vs. prior year)
Comparative Estimates: US Advertising Spending, by Media, 2007 (millions)
Conclusion
Appendix: Media Spending Statistics
Media Growth Rates
US Advertising Spending Growth, by Media, 2007 & 2008 (% increase/decrease vs. prior year)
US Advertising Spending Growth, by Media, 2007-2009 (% increase/decrease vs. prior year)
US Advertising Spending Growth, by Media, 2006 & 2007 (% increase/decrease vs. prior year)
US Advertising Spending Growth, by Media, 2007 & 2008 (% increase/decrease vs. prior year)
Media Dollars
US Advertising Spending, by Media, 2006-2008 (millions)
US Advertising Spending, by Media, 2006-2009 (millions)
US Advertising Spending, by Media, 2005-2007 (millions)
US Advertising Spending, by Media, 2006 & 2007 (millions)
US Advertising Spending, by Media, 2006-2008 (millions)
Media Market Shares
US Advertising Spending, by Media, 2006-2008 (% of total and millions)
US Advertising Spending, by Media, 2006-2009 (% of total and millions)
US Advertising Spending, by Media, 2005-2007 (% of total and millions)
US Advertising Spending, by Media, 2005 & 2006 (% of grand total and millions)
US Advertising Spending, by Media, 2006 & 2007 (% of total and millions)
US Advertising Spending, by Media, 2006-2008 (% of total and millions)
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A Trusted Resource
Choose an adjective: Epochal. Momentous. Historic. However you label it, US online advertising spending is entering a new era.
Advertising Age
America Online (AOL)
Borrell Associates Inc.
BusinessWeek
Carat Insight
Citi Investment Research
eMarketer
Google
Groupe Interdeco
GroupM
Interactive Advertising Bureau (IAB)
JMP Securities
JupiterResearch
Kagan Research
McKinsey & Company
McKinsey Quarterly
Merrill Lynch
Morgan Stanley
MSN
Myers Publishing LLC
Nielsen Media Research
Nielsen//NetRatings AdRelevance
Oppenheimer & Co. Inc.
Outsell
Piper Jaffray & Co.
PricewaterhouseCoopers (PwC)
Schonfeld & Associates, Inc.
SG Cowen
Silicon Alley Insider
The Kelsey Group
Thomas Weisel Partners
TNS Media Intelligence
Universal McCann
Veronis Suhler Stevenson (VSS)
Yahoo!
ZenithOptimedia
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