An updated version of this chart is available.
View the latest data
January 17, 2019

US Total Media Ad and Marketing Spending, by Media and Format, 2018 & 2019 (billions and % change)

Note

Winterberry Group analysis of Advertising Age, Cadent Consulting Group, eMarketer, Forrester Research, GroupM, IBISWorld, Jack Myers, J.P. Morgan, Magna, Outdoor Advertising Association of America (OAAA), Pivotal Research Group, PQ Media, PwC, Video Advertising Bureau and Zenith.

Methodology

Data is from the January 2019 Winterberry Group report titled "Outlook for Data Driven Marketing: First Look 2019."

Featured In

Will Ad Measurement Challenges Stifle OTT Growth?

Sources

Winterberry Group
Share

Chart Title

US Total Media Ad and Marketing Spending, by Media and Format, 2018 & 2019 (billions and % change)

Publication Date

January 17, 2019

Sources

Winterberry Group

Featured In

Will Ad Measurement Challenges Stifle OTT Growth?
Topics
Total Media Ad SpendingMarketing SpendingMarketing TacticsUnited States

Related Charts & Analysis

Industry Voices: Marketing in Uncertain Times with Perdue Farms
Video
Industry Voices: Marketing in Uncertain Times with Perdue Farms
US Digital Out-of-Home Ad Spending 2020
Report
US Digital Out-of-Home Ad Spending 2020
The Executive Roundtable: Terry Kawaja, Luma Partners | Seismic Shifts in Ad Spending and Live Events and Marketers Taking a Stand on Social Issues
Audio
The Executive Roundtable: Terry Kawaja, Luma Partners | Seismic Shifts in Ad Spending and Live ...
How Our Ad Spending Outlook Has Changed for the US, China and the Rest of the World
Article
How Our Ad Spending Outlook Has Changed for the US, China and the Rest of the World
Agencies and Brand Marketers Are Altering Their Planned Sports Ad Spend
Article
Agencies and Brand Marketers Are Altering Their Planned Sports Ad Spend
TV Will See Some of the Steepest Declines in France and Germany Ad Spend
Article
TV Will See Some of the Steepest Declines in France and Germany Ad Spend
Podcasting in Canada 2020
Report
Podcasting in Canada 2020
Digital Ad Spending in Latin America Is Growing Despite Market Volatility
Article
Digital Ad Spending in Latin America Is Growing Despite Market Volatility
Social Listening
Report
Social Listening
Data and Analytics Have Helped Peace Out Skincare Pivot During the Pandemic
Article
Data and Analytics Have Helped Peace Out Skincare Pivot During the Pandemic
Latin America Digital Ad Spending Update Q2 2020
Report
Latin America Digital Ad Spending Update Q2 2020
Media Buyers Don't Expect Ad Spend to Return to Normal Levels This Year
Article
Media Buyers Don't Expect Ad Spend to Return to Normal Levels This Year
France and Germany Digital Ad Spending Update Q2 2020
Report
France and Germany Digital Ad Spending Update Q2 2020
UK Digital Ad Spending Update Q2 2020
Report
UK Digital Ad Spending Update Q2 2020
Virtual Events May Be the Norm Post-Pandemic
Article
Virtual Events May Be the Norm Post-Pandemic

Latest Reports

US Digital Out-of-Home Ad Spending 2020
Report
US Digital Out-of-Home Ad Spending 2020
Better Be Nice to the Boomers
Report
Better Be Nice to the Boomers
UK Digital Trends by Generation 2020
Report
UK Digital Trends by Generation 2020
US Esports 2020
Report
US Esports 2020
Podcasting in Canada 2020
Report
Podcasting in Canada 2020
US Ecommerce by Category 2020
Report
US Ecommerce by Category 2020
US Mobile Ad Spending Update Q3 2020
Report
US Mobile Ad Spending Update Q3 2020
Social Listening
Report
Social Listening
Social Media Update Q2 2020
Report
Social Media Update Q2 2020
US Parents 2020
Report
US Parents 2020
Global Digital Ad Spending Update Q2 2020
Report
Global Digital Ad Spending Update Q2 2020
Canada Digital Ad Spending Update Q2 2020
Report
Canada Digital Ad Spending Update Q2 2020
Latin America Digital Ad Spending Update Q2 2020
Report
Latin America Digital Ad Spending Update Q2 2020
France and Germany Digital Ad Spending Update Q2 2020
Report
France and Germany Digital Ad Spending Update Q2 2020
UK Digital Ad Spending Update Q2 2020
Report
UK Digital Ad Spending Update Q2 2020

Popular on eMarketer

Better Be Nice to the Boomers
Report
Better Be Nice to the Boomers
US Digital Out-of-Home Ad Spending 2020
Report
US Digital Out-of-Home Ad Spending 2020
Peacock Reported 10 Million Sign-Ups, but Marketers Should Keep an Eye on Time Spent
Article
Peacock Reported 10 Million Sign-Ups, but Marketers Should Keep an Eye on Time Spent
Spotify Listening Is Changing, Gen Z Brand Expectations and How Over-50s View Retail
Audio
Spotify Listening Is Changing, Gen Z Brand Expectations and How Over-50s View Retail
The Weekly Listen: TikTok vs. America, Pandora Interactive Ads and TV Ads in Console Games
Audio
The Weekly Listen: TikTok vs. America, Pandora Interactive Ads and TV Ads in Console Games
US Podcast Ad Spending to Surpass $1 Billion Next Year
Article
US Podcast Ad Spending to Surpass $1 Billion Next Year
Just How Attractive Is an NBCUniversal 'Peacock'?
Audio
Just How Attractive Is an NBCUniversal 'Peacock'?
Latin America Traditional Ad Spending Will Crater, but Digital Will Spike
Article
Latin America Traditional Ad Spending Will Crater, but Digital Will Spike
The Pandemic Has Driven Boomers to Increase Their Digital Shopping
Article
The Pandemic Has Driven Boomers to Increase Their Digital Shopping
The Ad Platform: Getting and Keeping Customers in the Social Distancing Economy
Audio
The Ad Platform: Getting and Keeping Customers in the Social Distancing Economy
Global Ecommerce Sales Will Decelerate This Year
Article
Global Ecommerce Sales Will Decelerate This Year
What Digital Shopping Habits in the UK May Look Like Post-Pandemic
Article
What Digital Shopping Habits in the UK May Look Like Post-Pandemic
How Digital Giants in China Are Helping Revive the Country's Retail Sector
Article
How Digital Giants in China Are Helping Revive the Country's Retail Sector
What Are We to Make of Facebook's Q2?
Audio
What Are We to Make of Facebook's Q2?
Meatless Farm on the Future of Plant-Based Food and the Shift to Ecommerce
Article
Meatless Farm on the Future of Plant-Based Food and the Shift to Ecommerce

Latest Forecasts

B2B Digital Ad Spending, US
Forecasts
B2B Digital Ad Spending, US
Connected TV Users & Households, US
Forecasts
Connected TV Users & Households, US
Programmatic Ad Spending, US
Forecasts
Programmatic Ad Spending, US
Total Media Ad Spending, US
Forecasts
Total Media Ad Spending, US
Podcasts, US
Forecasts
Podcasts, US
Native Ad Spending, US
Forecasts
Native Ad Spending, US
Digital Ad Spending, by Industry, UK
Forecasts
Digital Ad Spending, by Industry, UK
Automotive Industry Ad Spending, UK
Forecasts
Automotive Industry Ad Spending, UK
CPG & Consumer Products Industry Ad Spending, UK
Forecasts
CPG & Consumer Products Industry Ad Spending, UK
Financial Services Industry Ad Spending, UK
Forecasts
Financial Services Industry Ad Spending, UK
Digital Ad Spending, by Industry, Germany
Forecasts
Digital Ad Spending, by Industry, Germany
Retail Industry Ad Spending, UK
Forecasts
Retail Industry Ad Spending, UK
Travel Industry Ad Spending, UK
Forecasts
Travel Industry Ad Spending, UK
CPG & Consumer Products Industry Ad Spending, Germany
Forecasts
CPG & Consumer Products Industry Ad Spending, Germany
Financial Services Industry Ad Spending, Germany
Forecasts
Financial Services Industry Ad Spending, Germany

"Behind the Numbers" Podcast

The Weekly Listen: Big Tech's Hearing, CBS 'More' Access and Ad Potency in a Pandemic
Audio
The Weekly Listen: Big Tech's Hearing, CBS 'More' Access and Ad Potency in a Pandemic
What Are We to Make of Facebook's Q2?
Audio
What Are We to Make of Facebook's Q2?
The Ad Platform: Getting and Keeping Customers in the Social Distancing Economy
Audio
The Ad Platform: Getting and Keeping Customers in the Social Distancing Economy
Just How Attractive Is an NBCUniversal 'Peacock'?
Audio
Just How Attractive Is an NBCUniversal 'Peacock'?
Spotify Listening Is Changing, Gen Z Brand Expectations and How Over-50s View Retail
Audio
Spotify Listening Is Changing, Gen Z Brand Expectations and How Over-50s View Retail
The Weekly Listen: TikTok vs. America, Pandora Interactive Ads and TV Ads in Console Games
Audio
The Weekly Listen: TikTok vs. America, Pandora Interactive Ads and TV Ads in Console Games
The Executive Roundtable: Terry Kawaja, Luma Partners | Seismic Shifts in Ad Spending and Live Events and Marketers Taking a Stand on Social Issues
Audio
The Executive Roundtable: Terry Kawaja, Luma Partners | Seismic Shifts in Ad Spending and Live ...
What the Coronavirus Has Done to Sports Streaming
Audio
What the Coronavirus Has Done to Sports Streaming
Twitter's Not-So Monetizable DAUs and a Look at Snapchat's Q2
Audio
Twitter's Not-So Monetizable DAUs and a Look at Snapchat's Q2
Nike, Peloton, Lululemon and Apple. The Emergence of Luxury Fitness.
Audio
Nike, Peloton, Lululemon and Apple. The Emergence of Luxury Fitness.
The Weekly Listen: Twitter Hack Fallout, Ranking Social Issues and Instagram's TikTok
Audio
The Weekly Listen: Twitter Hack Fallout, Ranking Social Issues and Instagram's TikTok
Why Netflix's Second Act Will Be Its Most Important
Audio
Why Netflix's Second Act Will Be Its Most Important
The Ad Platform: How Political Advertisers Are Reaching Voters Through Digital Media
Audio
The Ad Platform: How Political Advertisers Are Reaching Voters Through Digital Media
Coronavirus-Related Challenges for US Parents
Audio
Coronavirus-Related Challenges for US Parents
Potential Effects of a TikTok Ban, Twitter's New Subscription Service and Instagram Stories
Audio
Potential Effects of a TikTok Ban, Twitter's New Subscription Service and Instagram Stories