Events & Resources
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →Topics
See All Topics →Latest Articles
Explore our Research →US college students experience intense financial pressures—how can banks help?
Article |
May 12, 2025
US sponsored content to pass $10B
Article |
May 12, 2025
Attention measurement inches toward credibility with new IAB and MRC standards
Article |
May 12, 2025
The post-pandemic evolution of physical retail: How stores drive lifetime customer value
Article |
May 12, 2025
US, China agree to temporarily reduce tariffs
Article |
May 12, 2025
Google’s head of retail media makes the case for off-site expansion
Article |
May 12, 2025
Commerce media landscape evolves as competition intensifies in 2025
Article |
May 12, 2025
As AI advances, CrowdStrike and Chegg scale back on human labor
Article |
May 12, 2025
OpenAI’s nonprofit U-turn puts Microsoft’s AI dominance in jeopardy
Article |
May 12, 2025
Foreign automakers have few avenues to avoid tariffs
Article |
May 12, 2025
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Traditional Media Ad Spending
Overall
by Media
Source: EMARKETER Forecast, March 2025 - October 2024
Note: includes directories, magazines, newspapers, out-of-home, radio, and TV
Additional Note: Directory ad spending includes yellow pages and other. Magazine ad spending includes B2B, consumer, local, and Sunday. Newspaper ad spending includes classified, national, and retail. EMARKETER benchmarks its US newspaper ad spending projections against Newspaper Association of America (NAA) data, for which the last full year measured was 2013. Out-of-home spending includes alternative, billboards, cinema, street furniture, and transit. EMARKETER benchmarks its US out-of-home ad spending projections against Outdoor Advertising Association of America (OAAA) data, for which the last full year measured was 2017. TV ad spending includes broadcast TV (network, syndication, and spot) and cable TV.
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.