Key stat: US travel media network (TMN) ad spend will reach $2.13 billion this year and increase to $2.96 billion in 2026, per our September 2024 forecast.

Beyond the chart:

• TMN ad spend will grow by 29.1% this year, and double-digit growth will continue through our forecast period in 2026.
• Despite promising growth, TMN spend is still a much smaller player in the commerce media landscape than retail media networks (RMNs). RMN spend will total $54.85 billion this year, our forecast shows.

Use this chart: Marketers can use this chart to evaluate travel media’s potential, budget future spend, make the case for advertising via travel media, and demonstrate how valuable first-party data is.

Related EMARKETER reports:

• The Travel Media Network Explainer 2024 (Subscription required)
• The Retail Media Opportunity (Subscription required)

Note: Examples of websites, apps, or screens primarily engaged in travel services include those of airlines, cruises, accommodations, tourism boards, destination marketing organizations, travel bureaus, country clubs, online travel agencies (OTAs), travel agents, travel websites, visitor centers, car rental companies, and leisure and unmanaged business travel. Digital ad spending includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms.

Methodology: 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.