June 1, 2018

US Digital Ad Spending, by Industry, 2016-2019 (billions and CAGR)


$107.3 billion was spent on online advertising in the US during 2018. The auto industry spent $13.57 billion yet the retail industry led all sectors with $23.50 invested in internet ads, representing nearly 22% of total US digital ad spending.


Digital ad spending historical data up to 2015 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data. Automotive includes all automotive-related categories including sale/purchase of vehicles and parts and maintenance. Computing products and consumer electronics ... includes hardware (computers, computer storage devices and computer peripheral equipment), consumer electronics, prepackaged software (operating, utility and applications programs), local area network systems and network systems integration, computer processing, and data preparation and data processing services. CPG and consumer products includes food products, household products, packaged goods, tobacco, personal care products, toiletries and cosmetic products. Entertainment includes amusement and recreation, box office, film, music, TV and video games (excluding video-game hardware). Financial services includes commercial banks, credit agencies, personal credit institutions, consumer finance companies, loan companies, business credit institutions and credit card agencies; also includes companies engaged in the underwriting, purchase, sale or brokerage of securities and other financial contracts. Healthcare and pharma includes pharmaceutical products, facilities, services, researchers, drug manufacturers and marketers, doctors, hospitals and biological products, as well as establishments providing health care services and social assistance for individuals; also includes health insurance advertising. Media includes establishments primarily engaged in radio and TV broadcasting (network and station); also includes establishments primarily engaged in publishing newspapers, periodicals and books, including online publishers. Retail includes mail order/catalog, restaurants/fast food, drug stores, retail stores, cosmetics stores, and merchants of apparel, home furnishings/textiles, toys, pet food/supplies, appliances, jewelry and general merchandise. Telecom includes point-to-point communications services, including telephone voice and data communications, two-way mobile/cellular communications services and other nonvoice message communications services (e.g., email, fax); includes multichannel video providers on a subscription fee basis (e.g., cable TV, wireless cable TV, direct broadcast satellite services). Travel includes airlines, car rental, hotels and resorts, cruises, destination marketing organizations; includes both leisure and business travel. Other includes categories that fall outside of those mentioned, such as real estate, business and industrial, education, etc.More


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.