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EMARKETER
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Total Media Ad Spending, by Tariff Scenario
Overall
Total Media Ad Spending
PRO+
Total Media Ad Spending, by Tariff Scenario
Total Media Ad Spending, by Media
Total Media Ad Spending Growth, by Media
PRO+
Total Media Ad Spending Share, by Media
by Media
Digital Ad Spending
PRO+
Digital Magazine Ad Spending
Magazine Ad Spending
PRO+
Digital Newspaper Ad Spending
Newspaper Ad Spending
PRO+
Print Ad Spending
Digital Out-of-Home Ad Spending
Out-of-Home Ad Spending
PRO+
Digital Audio Services Ad Spending
Radio + Digital Audio Services Ad Spending
Radio Ad Spending
PRO+
TV Ad Spending
PRO+
TV + CTV Ad Revenues
TV + Digital Video Ad Revenues
by Device
Desktop/Laptop Ad Spending
Mobile Ad Spending
Per User
Total Media Ad Spending, per Person
Digital Ad Spending, per Internet User
Magazine Ad Spending, per Magazine Reader
Print Newspaper Ad Spending, per Newspaper Reader
Radio Ad Spending, per Radio Listener
TV Ad Spending, per TV Viewer
Video Ad Spending, per Digital Video Viewer
Per Hour, per User
Total Media Ad Spending per Hour Spent with Media, per User
Digital Ad Spending per Hour Spent with Digital Media, per Person
Magazine Ad Spending per Hour Spent with Magazines, per Person
Newspaper Ad Spending per Hour Spent with Newspapers, per Person
Print Ad Spending per Hour Spent with Print, per Person
Radio Ad Spending per Hour Spent with Radio, per Person
TV Ad Spending per Hour Spent with TV, per User
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Source & Notes
Data Table
Source: EMARKETER Forecast- July 2025 
Note: includes digital (desktop/laptop, mobile, and other internet-connected devices), directories, magazines, newspapers, out-of-home, radio, and TV
Additional Note: The “moderate tariffs” scenario assumes that US growth slows, but the downturn is limited due to selective or temporary relief brought by trade negotiations. The “heavy tariffs” scenario assumes that persistent broad US tariffs spark a global recession, leading to inflation, retaliation from other countries, and weakened business and consumer sentiment.
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