US Ad Spending: eMarketer's Estimates for 2016 - eMarketer

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US Ad Spending: eMarketer's Estimates for 2016

eMarketer Report

By: eMarketer

Published: March 21, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

2016 will be a challenging year for advertising in the US. Although paid media spending will rise by 5.1%, growth will be slower than previously expected as advertisers pare investments on traditional media formats like TV and radio. eMarketer estimates US total media ad spending will top $192 billion for the year, partly driven by the US presidential election and the Rio Summer Olympics.

  • Strong digital growth will persist for the next several years, increasing from $68.82 billion this year to $105.21 billion in 2020. In 2017, digital will surpass TV to become the largest advertising category in the US.
  • Mobile ad spending is powering digital media’s growth, with investment more than doubling in size between 2015 and 2020. Nearly 23% of total media ad expenditures—and 63.4% of digital—will be spent to reach individuals on mobile devices like smartphones and tablets.
  • Advertisers are devoting more of their digital spending dollars toward video, rich media and social network placements. Collectively, these display ad expenditures are forecast to surpass that of search in 2016 and will capture half of all US digital ad spending by 2020.
  • TV ad spending will inch upward through 2020, but continue to lose share to faster-rising digital investment. Advertisers will devote $70.60 billion toward TV in 2016, a 2.5% gain over 2015.
  • Beyond TV, out-of-home (OOH) will be the only other traditional media category to see ad spending growth this year, up 2.6%. Ad revenues for print media—newspapers and magazines—will decline by 5.0% in 2016. Ad investments for traditional over-the-air radio will also fall, dipping by 1.0%.

"Nearly one-third of US paid media investments went toward digital channels in 2015. This share is expected to grow to 45% in 2020, at the expense of TV, print, radio, directories and OOH advertising."

Table of Contents

Total Media Ad Spending

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Digital Ad Spending

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Mobile Ad Spending

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Complete Forecast

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56 charts are included in the full report:

US Ad Spending: eMarketer’s Estimates for 2016

US Total Media Ad Spending Share, by Media, 2015 & 2020 (% of total)

Total Media Ad Spending

US Total Media Ad Spending, by Media, 2015-2020 (billions)

Digital Ad Spending

US Digital Ad Spending, 2014-2020 (billions, % change and % of total media ad spending*)

Mobile Ad Spending

US Mobile Ad Spending, 2014-2020

Complete Forecast

US Total Media Ad Spending, 2014-2020 (billions and % change)

US Total Media Ad Spending, by Media, 2015-2020 (billions)

US Total Media Ad Spending Growth, by Media, 2014-2020 (% change)

US Total Media Ad Spending Share, by Media, 2014-2020 (% of total)

US Total Media Ad Spending, by Media, 2015 & 2020 (billions)

US Total Media Ad Spending Share, by Media, 2015 & 2020 (% of total)

US Newspaper Ad Spending, by Segment, 2014-2020 (billions and % change)

US Magazine Ad Spending, by Segment, 2014-2020 (billions and % change)

US Print Ad Spending Share, by Segment, 2014-2020 (billions and % of total)

US Radio Ad Spending, by Segment, 2014-2020 (billions and % change)

US TV* vs. Digital Video** Ad Spending, 2014-2020 (billions and % change)

US TV* vs. Digital Ad Spending, by Device, 2014-2020 (billions)

US Digital Ad Spending

US Digital Ad Spending, 2014-2020 (billions, % change and % of total media ad spending*)

US Digital Ad Spending, Q1 2014-Q4 2015

US Digital Ad Spending, by Format, 2014-2020 (billions)

US Digital Ad Spending Growth, by Format, 2014-2020 (% change)

US Digital Ad Spending Share, by Format, 2014-2020 (% of total and billions)

US Digital Ad Spending, by Device, 2014-2020 (billions)

US Digital Ad Spending, by Device and Format, 2015-2020 (billions)

US Digital Ad Spending Growth, by Device and Format, 2015-2020 (% change)

US Digital Ad Spending Share, by Device and Format, 2015-2020 (% of total digital ad spending)

US Digital Video Ad Spending, by Device, 2014-2020 (billions and % change)

US Digital Video Ad Spending Share, by Device, 2014-2020 (% of total media ad spending)

Net US Digital Ad Revenues, by Company

Net US Digital Ad Revenues, by Company, 2014-2018 (billions, % change and % of total)

Net US Search Ad Revenues, by Company, 2014-2018 (billions, % change and % of total)

Net US Digital Display Ad Revenues, by Company, 2014-2018 (billions, % change and % of total)

Net US Digital Ad Revenue Share, by Company, 2014-2018 (% of total media ad spending and billions)

Google Net US Ad Revenues, by Device and Format, 2014-2018 (billions and % of total)

Google Net US Ad Revenues, by Device, 2014-2018 (billions and % of total)

YouTube Net US Ad Revenues, 2014-2018 (billions, % change and % of Google net ad revenues)

YouTube Net US Video Ad Revenues, 2014-2018 (billions, % change and % of total video ad revenues)

US Digital Ad Spending, by Industry

US Digital Ad Spending, by Industry, 2015-2020 (billions and CAGR)

US Digital Ad Spending Growth, by Industry, 2014-2020 (% change)

US Digital Ad Spending Share, by Industry, 2014-2020 (% of total)

US Social Network Ad Revenues

US Social Network Ad Revenues, 2014-2018 (billions, % change and % of digital ad spending)

US Social Network Ad Revenues, by Venue, 2014-2018 (millions, % change and % of total)

US Facebook and Twitter Ad Revenue Share, by Device, 2014-2018 (billions and % of total)

Instagram Net Mobile Ad Revenues Worldwide, US vs. Non-US, 2015-2018 (billions, % change and % of total)

Instagram Net Mobile Ad Revenue Share of Facebook Mobile Ad Revenues Worldwide, US vs. Non-US, 2014-2018

US Mobile Ad Spending

US Mobile Ad Spending, 2014-2020

US Mobile Internet Ad Spending, 2014-2020

US Mobile Ad Spending, by Format, 2014-2020 (billions)

US Mobile Ad Spending Growth, by Format, 2014-2020 (% change)

US Mobile Ad Spending Share, by Format, 2014-2020 (% of total)

Net US Mobile Ad Revenues, by Company

Net US Mobile Ad Revenues, by Company, 2014-2018 (millions)

Net US Mobile Ad Revenue Growth, by Company, 2014-2018 (% change)

Net US Mobile Ad Revenue Share, by Company, 2014-2018 (% of total and billions)

Net US Mobile Ad Revenues as a Percent of Digital Ad Revenues, by Company, 2014-2018

Net US Mobile Display Ad Revenues, by Company, 2014-2018 (millions)

Net US Mobile Display Ad Revenue Growth, by Company, 2014-2018 (% change)

Net US Mobile Display Ad Revenue Share, by Company, 2014-2018 (% of total and billions)

Net US Mobile Internet Search Ad Revenues, by Company, 2014-2018 (millions, % change and % of total)