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EMARKETER
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Digital Ad Spending per Hour Spent with Digital Media, per Person
Overall
Total Media Ad Spending
Total Media Ad Spending, by Tariff Scenario
Total Media Ad Spending, per Person
Total Media Ad Spending, by Media
Total Media Ad Spending Growth, by Media
Total Media Ad Spending Share, by Media
Traditional Media Ad Spending
Traditional Media Ad Spending, by Tariff Scenario
Traditional Media Ad Spending, by Media
Traditional Media Ad Spending Growth, by Media
by Media
Desktop/Laptop Ad Spending
Digital Ad Spending
Mobile Ad Spending
Magazine Ad Spending
Newspaper Ad Spending
Out-of-Home Ad Spending
Radio Ad Spending
TV Ad Spending
Per Hour, per User
Desktop/Laptop Ad Spending per Hour Spent with Desktop/Laptop Internet, per Person
Digital Ad Spending per Hour Spent with Digital Media, per Person
Magazine Ad Spending per Hour Spent with Magazines, per Person
Mobile Ad Spending per Hour Spent with Nonvoice Mobile Activities, 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 Person
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Source & Notes
Data Table
Source: EMARKETER Forecast- July 2025 
Note: ages 18+
Additional Note: Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a mobile phone while watching TV is counted as 1 hour for mobile phone and 1 hour for TV. Figures are rounded to the nearest minute. Estimates of average time spent with media are based on the total adult population in China according to the US Census Bureau 2024 release, not the number of users of each medium.
Methodology: Estimates of time spent with media are based on the analysis of estimates from other research firms, consumer media consumption, and device adoption trends. Ad spending 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.
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