ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Sep 29, 2025

Most Americans pay for mobile apps

Article |
 Sep 29, 2025

Kroger tackles programmatic complexity with new off-site capabilities

Article |
 Sep 29, 2025

Bank of America’s commercial banking clients will get new market and investment insights on the mobile app

Article |
 Sep 29, 2025

AI adoption drives Lufthansa’s plan to reduce admin headcount

Article |
 Sep 29, 2025

Shoppers turn to AI first for research

Article |
 Sep 26, 2025

What marketers want from Advertising Week New York

Article |
 Sep 26, 2025

Younger consumers’ poor financial confidence is an opportunity for life insurers

Article |
 Sep 26, 2025

The homeowners insurance crisis shows no signs of easing

Article |
 Sep 26, 2025

With major milestones delayed, how can insurers get young adults to buy life insurance?

Article |
 Sep 26, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

US TV Ad Spending by Industry 2025

Our Debut Forecast Shows Declines Across the Board and Highly Differentiated Spending Preferences

Report by Ethan Cramer-Flood  |  Sep 29, 2025
Download
Report
Share
Table of Contents
Executive Summary
Retail and CPG are the most important industries for TV advertising, but spending is declining rapidly
TV dominates traditional advertising, but budget splits vary by industry
Media Gallery
About This Report
TV ad spending will shrink across every industry this year. Retail and CPG still dominate in size, but other sectors lean on TV more heavily, exposing the uneven role it plays in media strategies.
Topics
TV Advertising
TV
United States
Table of Contents
Executive Summary
Retail and CPG are the most important industries for TV advertising, but spending is declining rapidly
TV dominates traditional advertising, but budget splits vary by industry
Media Gallery

Retail and consumer packaged goods (CPG) provide the largest TV ad budgets, but other industries depend on TV more. With every sector cutting spend, the balance between TV and other ad channels shows where media priorities diverge.

Key Question: How do industries differ in their reliance on TV advertising, spending levels, and growth outlook this year?

Key Stat: The retail industry will supply 19.0% ($9.51 billion) of the roughly $50 billion spent on TV advertising in 2025. CPG will come next, with 15.3% ($7.64 billion).

The Retail Industry Will Account for Nearly a Fifth of TV Ad Spending This Year (% of total US TV ad spending, by industry, 2025 (redacted))
E-Mail ChartDownload

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Retail and CPG are the most important industries for TV advertising, but spending is declining rapidly
  1. TV dominates traditional advertising, but budget splits vary by industry
  2. Media Gallery

    Charts in This Report

    The Retail Industry Will Account for Nearly a Fifth of TV Ad Spending This Year (% of total US TV ad spending, by industry, 2025 (redacted))The Retail Industry Will Account for Nearly a Fifth of TV Ad Spending This Year (% of total US TV ad spending, by industry, 2025)
    The "Other" Category Spends the Largest Share of Its Ad Total on TV, Thanks to Political Ad SpendingFour Industries Will Spend Over $5 Billion on TV Ads This Year, but Growth Will Be Negative Across the Board
    Traditional TV Ad Spending Will Decline by 15.5% This Year (billions in US TV ad spending, % change, and % of total media ad spending, 2022-2027)The Industries That Spend the Most on Traditional Media Advertising Are Also the Top TV Ad Spenders
    The Auto Industry Spends the Largest Share of Its Traditional Media Ad Budget on TV Ads (TV ad spending % of total US traditional media ad spending, by industry, 2025)

    authors

    Ethan Cramer-Flood

    Contributors

    Donte Gibson
    Senior Charts Editor
    Zach Goldner
    Senior Forecasting Analyst
    Madan Kumar
    Copy Editor
    Penelope Lin
    Director, Data Visualization
    Oscar Orozco
    Senior Director, Forecasting
    Max Willens
    Julia Woolever
    Yoram Wurmser
    Principal Analyst
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client
    Unlock Unlimited Insights with PRO+