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Events
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Explore our Research →The big answers: EMARKETER Daily quiz
Article |
Feb 6, 2026
Brands are cramming more celebrities into their Super Bowl spots
Article |
Feb 6, 2026
What gives a Super Bowl ad shelf life in 2026
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Feb 6, 2026
From pre-game to after party: How brands can win Super Bowl weekend
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Feb 6, 2026
Experian to buy OwnUp to bulk up its shopping platform for financial products
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Feb 6, 2026
Bolt adds stock and ETF investing but is a far cry from PayPal’s scope
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Feb 6, 2026
Santander plans to acquire Webster Bank for $12.2 billion
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Feb 6, 2026
FAQ on millennials: How brands can reach this generation in 2026
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Feb 6, 2026
EU regulators target TikTok’s ‘addictive’ design, threatening changes to core engagement features
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Feb 6, 2026
Consumers distrust top search results, complicating visibility
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Feb 6, 2026
About
Our Methodology
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Learn More →Ad Spending
Ad Spending per Hour, per Person
Upfront Ad Spending
Retail Media
Programmatic
Ad Revenue, by Company
Users
by Age
by Generation
by Device
Source: EMARKETER Forecast, December 2025 - February 2026
Note: includes in-stream video such as those appearing before, during, or after digital video content on a subscription-based OTT platform (pre-roll, mid-roll, or post-roll video ads) and video overlays; appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices for all formats mentioned
Additional Note: Netflix acquisition scenario, Warner Bros. Discovery spins off its cable networks and Netflix acquires the remaining assets, with a streaming service bundle launching in Q3 2027, two services remain separate
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