September 1, 2018

US Ad Spending on Select Media, 2020 (billions)


eMarketer estimates US mobile advertising spending will surpass $113 billion in 2022. Traditional media ad spending, including TV, radio, print, out-of-home and directories will reach $106.32 billion.


Digital ad includes banner ads and other (static display and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets), classified ads, email (embedded ads only), mobile messaging (SMS, MMS and P2P messaging), rich media (including instream and outstream video ads), search ads (including ... contextual text links, paid inclusion, paid listings and SEO), sponsorships, lead generation (referrals); rich media data for 2017-2022 includes instream and outstream video ads; data prior to 2017 includes only outstream video ads. TV spending includes broadcast TV (network, syndication and spot) and cable TV. 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. Newspaper spending includes classified, national and retail. Magazine spending includes B2B, consumer, local and Sunday. Radio ad spending includes local and national broadcast of traditional on-air radio stations and satellite radio services that are delivered over the air. Directories spending includes yellow pages and other. 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. Out-of-home spending includes alternative, billboards, cinema, street furniture and transit. For more of eMarketer's forecasts on this topic, <a href="">click here.</a>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.