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Explore our Research →Amazon Prime dominates, but Walmart+ finds foothold among lower-income shoppers
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Jul 16, 2025
Nonessential spending slumps amid tariff price hikes
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JIC’s measurement audit shows a sector diversifying beyond Nielsen
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Marketers rush to unify social, CTV strategies
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Jul 15, 2025
AI summaries in Google’s news feed could undercut publisher traffic—again
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Jul 15, 2025
Critics of UnitedHealth Group get louder as the health insurer attempts to quiet them
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Jul 15, 2025
Shopify adds AI agent guardrails to protect its business model
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Jul 15, 2025
Bank earnings show consumer strength as delinquencies fall, spending rises
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Jul 15, 2025
Search engines reign, but social has standing in Latin America
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Jul 14, 2025
Timing, targeting, and transformation: Inside Every Man Jack’s full-funnel strategy
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Jul 14, 2025
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Source: EMARKETER Forecast, August 2024 - September 2024
Note: includes classifieds, display (banners and other, rich media and video), email, lead generation, messaging-based advertising and search advertising; includes ad spending on tablets
Additional Note: Digital ad spending historical data up to 2018 is derived from Interactive Advertising Bureau (IAB)/Standard Media Index (SMI)/Media Radar data. Media includes establishments primarily engaged in radio and television broadcasting (network and station) including commercial, religious, educational and other radio or television stations. Also includes establishments primarily engaged in publishing. Entertainment includes amusement and recreation, box office, film, music, OTT video platforms, sporting events and ticketing and video games (excluding video game hardware).
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.