Marketers will spend over $485 billion on ads in the US this year, yet their allocations are often imbalanced with how adults spend their daily 13 hours and 26 minutes (13:26) with media. Some gaps reflect real performance advantages, while others suggest long-held assumptions deserve another look.

Key Question: What insights can be gleaned by comparing our US time spent with media forecast with our US ad spending forecast—and where are the most intriguing discrepancies?

Key Stat: Social networks will claim 27.7% of US ad spending this year, despite accounting for just 12.5% of consumer time spent with media.