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

JustFab CMO on Being Nimble in Uncertain Times
Article
JustFab CMO on Being Nimble in Uncertain Times
In the US, People Are Switching to Digital for Live Sports Viewing
Article
In the US, People Are Switching to Digital for Live Sports Viewing
Roku Remains Top CTV Platform, Amazon Fire TV Takes Second Spot This Year
Article
Roku Remains Top CTV Platform, Amazon Fire TV Takes Second Spot This Year
The Weekly Listen: Joe Rogan Goes to Spotify, Twitter Reply Limits and TikTok AR Ads
Audio
The Weekly Listen: Joe Rogan Goes to Spotify, Twitter Reply Limits and TikTok AR Ads
China’s Retail Sector Begins Long and Winding Recovery
Article
China’s Retail Sector Begins Long and Winding Recovery
US Podcast Listeners Will Surpass 100 Million This Year
Article
US Podcast Listeners Will Surpass 100 Million This Year
Coronavirus—The Global Consumer Impact | Sponsored Content | Tech-Talk Webinar, Live May 28
Video
Coronavirus—The Global Consumer Impact | Sponsored Content | Tech-Talk Webinar, Live May 28
Q2 2020 Digital Video Trends
Report
Q2 2020 Digital Video Trends
Parents Struggle to Find Work/Life Balance, Turning to Digital to Keep Kids Busy
Article
Parents Struggle to Find Work/Life Balance, Turning to Digital to Keep Kids Busy
Salesforce's 6th Edition State of Marketing | Sponsored Content | Tech-Talk Webinar, Live June 11
Video
Salesforce's 6th Edition State of Marketing | Sponsored Content | Tech-Talk Webinar, Live June 11
Placing Ads Next to Coronavirus Coverage and How Advertisers Feel About Advertising
Audio
Placing Ads Next to Coronavirus Coverage and How Advertisers Feel About Advertising
Five Insights on How China Is Striving to Be the Next 5G Leader
Article
Five Insights on How China Is Striving to Be the Next 5G Leader
The Ad Platform: What's Coming for US Digital Ad Spending in H2?
Audio
The Ad Platform: What's Coming for US Digital Ad Spending in H2?
Six Influencers on Collaborating with Brands
Article
Six Influencers on Collaborating with Brands
Demand for Fast and Innovative Delivery Persists amid the Pandemic
Article
Demand for Fast and Innovative Delivery Persists amid the Pandemic

Latest Reports

Q2 2020 Digital Video Trends
Report
Q2 2020 Digital Video Trends
Frictionless Commerce 2020
Report
Frictionless Commerce 2020
Television Update, Spring 2020
Report
Television Update, Spring 2020
COVID-19’s Impact in Latin America
Report
COVID-19’s Impact in Latin America
TV and Digital Video Measurement 2020
Report
TV and Digital Video Measurement 2020
US Consumer Confidence amid the Coronavirus Pandemic
Report
US Consumer Confidence amid the Coronavirus Pandemic
Marketing with Stories
Report
Marketing with Stories
US Time Spent with Media 2020
Report
US Time Spent with Media 2020
Analyst Take: How the Coronavirus Will Change Our Germany Ad Spending Forecast
Report
Analyst Take: How the Coronavirus Will Change Our Germany Ad Spending Forecast
Analyst Take: How the Coronavirus Will Change Our UK Ad Spending Forecast
Report
Analyst Take: How the Coronavirus Will Change Our UK Ad Spending Forecast
Analyst Take: How the Coronavirus Will Change Our Canada Ad Spending Forecast
Report
Analyst Take: How the Coronavirus Will Change Our Canada Ad Spending Forecast
Social Media Advertising in Q2 2020 and Beyond
Report
Social Media Advertising in Q2 2020 and Beyond
US Mobile Ad Spending 2020
Report
US Mobile Ad Spending 2020
Analyst Take: How the Coronavirus Will Change Our France Ad Spending Forecast
Report
Analyst Take: How the Coronavirus Will Change Our France Ad Spending Forecast
Deal-Seekers 2020
Report
Deal-Seekers 2020

Popular on eMarketer

Q2 2020 Digital Video Trends
Report
Q2 2020 Digital Video Trends
US Podcast Listeners Will Surpass 100 Million This Year
Article
US Podcast Listeners Will Surpass 100 Million This Year
Six Influencers on Collaborating with Brands
Article
Six Influencers on Collaborating with Brands
Podcast Listens May Be Down for Now, but Advertisers Can Still Find Opportunity
Article
Podcast Listens May Be Down for Now, but Advertisers Can Still Find Opportunity
Five Insights on How China Is Striving to Be the Next 5G Leader
Article
Five Insights on How China Is Striving to Be the Next 5G Leader
Will Facebook Shops Be the New Digital Mall?
Audio
Will Facebook Shops Be the New Digital Mall?
Industry Voices: Marketing in Uncertain Times with NBCUniversal
Video
Industry Voices: Marketing in Uncertain Times with NBCUniversal
Placing Ads Next to Coronavirus Coverage and How Advertisers Feel About Advertising
Audio
Placing Ads Next to Coronavirus Coverage and How Advertisers Feel About Advertising
Demand for Fast and Innovative Delivery Persists amid the Pandemic
Article
Demand for Fast and Innovative Delivery Persists amid the Pandemic
The Weekly Listen: Joe Rogan Goes to Spotify, Twitter Reply Limits and TikTok AR Ads
Audio
The Weekly Listen: Joe Rogan Goes to Spotify, Twitter Reply Limits and TikTok AR Ads
The Ad Platform: What's Coming for US Digital Ad Spending in H2?
Audio
The Ad Platform: What's Coming for US Digital Ad Spending in H2?
Walmart Is an Ecommerce Winner During Pandemic
Article
Walmart Is an Ecommerce Winner During Pandemic
Time Spent with Spotify, US
Forecasts
Time Spent with Spotify, US
China’s Retail Sector Begins Long and Winding Recovery
Article
China’s Retail Sector Begins Long and Winding Recovery
Click-and-Collect Sales will Jump 60% As Demand for Frictionless Commerce Accelerates
Article
Click-and-Collect Sales will Jump 60% As Demand for Frictionless Commerce Accelerates

Latest Forecasts

Banking IT/Technology Expenses, Canada
Forecasts
Banking IT/Technology Expenses, Canada
Banking IT/Technology Expenses, US
Forecasts
Banking IT/Technology Expenses, US
Banking IT/Technology Expenses, UK
Forecasts
Banking IT/Technology Expenses, UK
Retail & Ecommerce Sales, US
Forecasts
Retail & Ecommerce Sales, US
US Retail Ecommerce Sales, by Product Category
Forecasts
US Retail Ecommerce Sales, by Product Category
US Retail Sales, by Product Category
Forecasts
US Retail Sales, by Product Category
Digital Grocery Buyers, US
Forecasts
Digital Grocery Buyers, US
Click and Collect, US
Forecasts
Click and Collect, US
Top 10 US Retail Ecommerce Sales, by Company
Forecasts
Top 10 US Retail Ecommerce Sales, by Company
Digital Shoppers & Buyers, US
Forecasts
Digital Shoppers & Buyers, US
Retail Mcommerce Sales, US
Forecasts
Retail Mcommerce Sales, US
North America Retail, by Country
Forecasts
North America Retail, by Country
Retail & Ecommerce Sales, North America
Forecasts
Retail & Ecommerce Sales, North America
Retail & Ecommerce Sales, by Country
Forecasts
Retail & Ecommerce Sales, by Country
Digital Shoppers & Buyers, by Country
Forecasts
Digital Shoppers & Buyers, by Country

"Behind the Numbers" Podcast

The Weekly Listen: Joe Rogan Goes to Spotify, Twitter Reply Limits and TikTok AR Ads
Audio
The Weekly Listen: Joe Rogan Goes to Spotify, Twitter Reply Limits and TikTok AR Ads
The Ad Platform: What's Coming for US Digital Ad Spending in H2?
Audio
The Ad Platform: What's Coming for US Digital Ad Spending in H2?
Will Facebook Shops Be the New Digital Mall?
Audio
Will Facebook Shops Be the New Digital Mall?
The Weekly Listen: Well-Being as the New Luxury, a TikTok Change and Brands Lighten Up
Audio
The Weekly Listen: Well-Being as the New Luxury, a TikTok Change and Brands Lighten Up
How the Coronavirus Is Changing Our Retail and Ecommerce Forecasts
Audio
How the Coronavirus Is Changing Our Retail and Ecommerce Forecasts
The Executive Roundtable: Brian Wieser, GroupM | How COVID-19 Changed Media Spending
Audio
The Executive Roundtable: Brian Wieser, GroupM | How COVID-19 Changed Media Spending
What the Coronavirus Has Done to the Influencer World
Audio
What the Coronavirus Has Done to the Influencer World
The Weekly Listen: Can Uber Survive?, Facebook's Oversight Board and Amazon Wants AMC Theatres
Audio
The Weekly Listen: Can Uber Survive?, Facebook's Oversight Board and Amazon Wants AMC Theatres
How the Coronavirus Dragged Our Robot-Filled Future Even Closer
Audio
How the Coronavirus Dragged Our Robot-Filled Future Even Closer
The Ad Platform: Why Digital Ad Supply Chains 'Leak' Dollars
Audio
The Ad Platform: Why Digital Ad Supply Chains 'Leak' Dollars
Making Sense of Amazon's Q1, Etsy's Surprise Pivot and Automating Brand Creative
Audio
Making Sense of Amazon's Q1, Etsy's Surprise Pivot and Automating Brand Creative
How B2Bs Can Continue Selling in a COVID-19 World
Audio
How B2Bs Can Continue Selling in a COVID-19 World
The Weekly Listen: Spotify's Resilience, the Screen Time Battle and an NFL/Amazon Deal
Audio
The Weekly Listen: Spotify's Resilience, the Screen Time Battle and an NFL/Amazon Deal
What Google’s (and YouTube’s) Q1 2020 Earnings Say About the Advertising World
Audio
What Google’s (and YouTube’s) Q1 2020 Earnings Say About the Advertising World
Breaking Down Mixed Messages in Twitter's and Snapchat's Q1 2020 Earnings
Audio
Breaking Down Mixed Messages in Twitter's and Snapchat's Q1 2020 Earnings