US Total Media Ad Spending Share, by Media
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Generated on November 7, 2017 at 8:40 PM (UTC)
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US Total Media Ad Spending Share, by Media
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SourceMetricRegion20082009201020112012201320142015201620172018201920202021DateNotesMethodology
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eMarketerDigitalUS13.40%15.72%17.28%20.40%22.49%25.42%28.34%32.70%36.71%40.48%43.62%46.56%48.94%51.31%8/1/2017
includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices on all formats mentioned; includes classifieds, directories, display (banners/static display, rich media, sponsorships and video, including advertising that appears before, during or after digital video content in a video player), email, search (paid listings, contextual text links and paid inclusion), mobile messaging (SMS, MMS and P2P messaging) and lead generation (referrals); data up to 2015 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data
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eMarketerDirectories*US6.81%5.84%4.86%4.29%3.76%3.13%2.79%2.49%2.18%1.99%1.84%1.71%1.58%1.48%8/1/2017
print only; includes yellow pages and other
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eMarketerMagazine*US11.75%10.64%10.01%9.66%9.28%8.94%8.29%7.31%6.51%6.07%5.76%5.43%5.09%4.83%8/1/2017
includes B2B, consumer, local and Sunday; excludes digital
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eMarketerMobileUS0.18%0.29%0.51%1.03%2.96%6.30%10.92%17.33%23.95%28.47%32.59%36.35%38.73%40.61%8/1/2017
includes classifieds, display (banners and other, rich media and video), email, lead generation, messaging-based and search advertising; includes ad spending on tablets
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eMarketerNewspaper*US19.69%17.04%14.98%13.19%11.57%10.23%9.08%8.01%6.84%5.79%4.99%4.55%4.23%4.01%8/1/2017
includes classified, local, national & retail; excludes digital; eMarketer benchmarks its US newspaper ad spending projections against the Newspaper Association of America (NAA) data, for which the last full year measured was 2014
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eMarketerOut-of-homeUS3.97%4.05%4.04%4.08%4.08%4.11%4.02%4.01%3.85%3.74%3.62%3.47%3.31%3.18%8/1/2017
includes alternative, billboards, cinema, street furniture and transit; eMarketer benchmarks its out-of-home ad spending for the US against the Outdoor Advertising Association of America (OAAA) data for which the last full year measured was 2015
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eMarketerPrintUS31.44%27.68%24.99%22.85%20.85%19.17%17.37%15.31%13.35%11.85%10.75%9.99%9.32%8.84%8/1/2017
excludes digital; magazine includes B2B, consumer, local and Sunday; newspaper includes classified, local, national & retail; excludes digital; eMarketer benchmarks its US newspaper ad spending projections against the Newspaper Association of America (NAA) data, for which the last full year measured was 2014
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eMarketerRadio**US10.02%9.78%10.05%9.69%9.40%8.97%8.39%7.83%7.35%7.00%6.70%6.37%6.02%5.75%8/1/2017
excludes digital and off-air radio
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eMarketerTV*US34.37%36.93%38.79%38.68%39.42%39.20%39.09%37.66%36.56%34.94%33.47%31.89%30.83%29.44%8/1/2017
includes broadcast (network, spot and syndication) and cable TV; excludes digital
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Comparisons from other sources:
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SourceMetricRegion2015201620172018201920202021DateNotesMethodology
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eMarketer
Digital ad spending (% of total media ad spending)
US32.70%36.71%40.48%43.62%46.56%48.94%51.31%8/1/2017
includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices on all formats mentioned; includes classifieds, directories, display (banners/static display, rich media, sponsorships and video, including advertising that appears before, during or after digital video content in a video player), email, search (paid listings, contextual text links and paid inclusion), mobile messaging (SMS, MMS and P2P messaging) and lead generation (referrals); data up to 2015 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data
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IHS Markit
Digital ad spending (% of total media ad spending)
US36.00%12/30/2016
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Magna Global
Digital ad spending (% of total media ad spending)
US39.00%40.00%51.00%12/5/2016
includes desktop, mobile, search and social; based on net media owner revenues; includes desktop and mobile advertising
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GroupM
Digital ad spending (% of total media ad spending)
US28.00%29.20%30.90%12/5/2016
includes display and search; excludes classifieds; all figures exclude agency commissions; figures shown are before discounts from rate cards
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ZenithOptimedia
Digital ad spending (% of total media ad spending)
US28.30%31.60%35.00%38.20%41.20%3/1/2017
includes classifieds, display, internet radio, mobile, paid search, podcasts, rich media, social media and video; includes local and national media; all figures exclude agency commissions and production costs and reflect negotiated rates after discounts
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Jefferies
Digital ad spending (% of total media ad spending)
US45.10%48.00%49.30%49.70%49.90%10/19/2016
includes banner ads, rich media, sponsorships and video; figures are based on estimates from eMarketer and the Interactive Advertising Bureau (IAB); eMarketer calculations
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Carat
Digital ad spending (% of total media ad spending)
US27.80%30.50%9/8/2016
includes display, mobile, search, social media and video
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Warc
Digital ad spending (% of total media ad spending)
US42.10%8/26/2016
net of discounts; includes agency commissions and classifieds; excludes production costs; discounts are Warc estimates
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Cowen and Company
Digital ad spending (% of total media ad spending)
US31.10%36.00%40.40%44.60%48.70%52.20%55.50%1/10/2017
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J.P. Morgan
Digital ad spending (% of total media ad spending)
US31.20%35.00%39.50%41.90%2/23/2017
includes classifieds/auctions, display, lead generation/email, mobile and search
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SourceMetricRegion2015201620172018201920202021DateNotesMethodology
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eMarketer
Mobile ad spending (% of total media ad spending)
US17.33%23.95%28.47%32.59%36.35%38.73%40.61%8/1/2017
includes classifieds, display (banners and other, rich media and video), email, lead generation, messaging-based and search advertising; includes ad spending on tablets
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JMP Securities
Mobile ad spending (% of total media ad spending)
US35.00%48.00%60.00%69.00%76.00%81.00%84.00%1/19/2017
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UBS
Mobile ad spending (% of total media ad spending)
US10.80%14.80%19.20%23.50%28.20%32.00%9/20/2016
includes classifieds, display (banner ads, rich media, sponsorships and video), referrals/lead generation, search and SMS/MMS/P2P messages
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SourceMetricRegion2015201620172018201920202021DateNotesMethodology
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eMarketer
TV ad spending (% of total media ad spending)
US37.66%36.56%34.94%33.47%31.89%30.83%29.44%8/1/2017
includes broadcast (network, spot and syndication) and cable TV; excludes digital
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IHS Markit
TV ad spending (% of total media ad spending)
US38.00%12/30/2016
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Magna Global
TV ad spending (% of total media ad spending)
US37.70%37.40%3/30/2017
includes broadcast and cable TV; includes local and national; includes political and Olympic ad spending; data for 2015 is from report published in Oct 2016
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GroupM
TV ad spending (% of total media ad spending)
US43.20%43.60%43.30%12/5/2016
all figures exclude agency commissions; figures shown are before discounts from rate cards
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ZenithOptimedia
TV ad spending (% of total media ad spending)
US36.50%35.70%34.50%33.30%32.00%3/1/2017
includes national cable, network, spot and syndication; includes local and national; excludes agency commissions and production costs; figures reflect negotiated rates after discounts
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Carat
TV ad spending (% of total media ad spending)
US38.00%37.30%9/8/2016
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Warc
TV ad spending (% of total media ad spending)
US35.90%8/26/2016
net of discounts; includes agency commissions and classifieds; excludes production costs; discounts are Warc estimates
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Cowen and Company
TV ad spending (% of total media ad spending)
US33.40%32.20%31.10%30.10%28.70%27.40%26.10%1/10/2017
excludes political and Olympic ad spending
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SourceMetricRegion2015201620172018201920202021DateNotesMethodology
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eMarketer
Newspaper ad spending (% of total media ad spending)
US8.01%6.84%5.79%4.99%4.55%4.23%4.01%8/1/2017
includes classified, local, national & retail; excludes digital; eMarketer benchmarks its US newspaper ad spending projections against the Newspaper Association of America (NAA) data, for which the last full year measured was 2014
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GroupM
Newspaper ad spending (% of total media ad spending)
US8.70%7.80%7.00%12/5/2016
excludes classifieds; all figures exclude agency commissions; figures shown are before discounts from rate cards
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ZenithOptimedia
Newspaper ad spending (% of total media ad spending)
US10.90%9.60%8.40%7.40%6.60%3/1/2017
includes classifieds; excludes agency commissions and production costs; figures reflect negotiated rates after discounts
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Magna Global
Newspaper ad spending (% of total media ad spending)
US8.30%7.10%6.00%10/3/2016
based on net media owner revenues
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Warc
Newspaper ad spending (% of total media ad spending)
US6.00%8/26/2016
net of discounts; includes agency commissions and classifieds; excludes production costs; discounts are Warc estimates
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SourceMetricRegion2015201620172018201920202021DateNotesMethodology
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eMarketer
Magazine ad spending (% of total media ad spending)
US7.31%6.51%6.07%5.76%5.43%5.09%4.83%8/1/2017
includes B2B, consumer, local and Sunday; excludes digital
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GroupM
Magazine ad spending (% of total media ad spending)
US13.60%12.90%12.20%12/5/2016
all figures exclude agency commissions; figures shown are before discounts from rate cards
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ZenithOptimedia
Magazine ad spending (% of total media ad spending)
US9.50%8.70%8.00%7.40%6.80%3/1/2017
includes B2B and consumer; excludes agency commissions and production costs; figures reflect negotiated rates after discounts
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Magna Global
Magazine ad spending (% of total media ad spending)
US5.50%4.70%4.00%10/3/2016
based on net media owner revenues
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Warc
Magazine ad spending (% of total media ad spending)
US4.10%8/26/2016
net of discounts; includes agency commissions and classifieds; excludes production costs; discounts are Warc estimates
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Pivotal Research Group
Magazine ad spending (% of total media ad spending)
US13.30%11.20%9.40%7.90%6.70%5.70%4.70%3/3/2017
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SourceMetricRegion2015201620172018201920202021DateNotesMethodology
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eMarketer
Directory ad spending (% of total media ad spending)
US2.49%2.18%1.99%1.84%1.71%1.58%1.48%8/1/2017
print only; includes yellow pages and other
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SourceMetricRegion2015201620172018201920202021DateNotesMethodology
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eMarketer
Radio ad spending (% of total media ad spending)
US7.83%7.35%7.00%6.70%6.37%6.02%5.75%8/1/2017
excludes digital and off-air radio
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GroupM
Radio ad spending (% of total media ad spending)
US4.10%4.10%4.20%12/5/2016
all figures exclude agency commissions; figures shown are before discounts from rate cards
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ZenithOptimedia
Radio ad spending (% of total media ad spending)
US9.60%9.20%8.90%8.60%8.30%3/1/2017
includes local and network; excludes agency commissions and production costs; figures reflect negotiated rates after discounts
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Magna Global
Radio ad spending (% of total media ad spending)
US8.60%7.90%7.40%10/3/2016
based on net media owner ad revenues
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Warc
Radio ad spending (% of total media ad spending)
US7.50%8/26/2016
net of discounts; includes agency commissions and classifieds; excludes production costs; discounts are Warc estimates
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Cowen and Company
Radio ad spending (% of total media ad spending)
US7.00%6.40%6.00%5.50%5.10%4.70%4.40%1/10/2017
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SourceMetricRegion2015201620172018201920202021DateNotesMethodology
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eMarketer
Out-of-home ad spending (% of total media ad spending)
US4.01%3.85%3.74%3.62%3.47%3.31%3.18%8/1/2017
includes alternative, billboards, cinema, street furniture and transit; eMarketer benchmarks its out-of-home ad spending for the US against the Outdoor Advertising Association of America (OAAA) data for which the last full year measured was 2015
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ZenithOptimedia
Out-of-home ad spending (% of total media ad spending)
US4.70%4.70%4.70%4.70%4.60%3/1/2017
includes billboards; includes local and network; excludes agency commissions and production costs; figures reflect negotiated rates after discounts
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GroupM
Out-of-home ad spending (% of total media ad spending)
US2.40%2.40%2.40%12/1/2016
all figures exclude agency commissions; figures shown are before discounts from rate cards
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Magna Global
Out-of-home ad spending (% of total media ad spending)
US4.40%4.30%4.30%10/3/2016
includes traditional and digital formats and excludes cinema advertising; based on net media owner ad revenues
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Warc
Out-of-home ad spending (% of total media ad spending)
US3.90%8/26/2016
net of discounts; includes agency commissions and classifieds; excludes production costs; discounts are Warc estimates
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Cowen and Company
Out-of-home ad spending (% of total media ad spending)
US3.90%3.60%3.50%3.30%3.20%3.00%2.80%1/10/2017
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Total Media Ad Spending Share, by Media