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Growth is expected to accelerate until 2027, when US retail media ad spend is poised to reach $106.12 billion鈥攎ore than a quarter (26.9%) of US digital ad spend. Listen to the full podcast. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

On today's podcast episode, we discuss the places throughout the purchase funnel where retailers and brands are leaving revenue on the table. Listen to the conversation with our analyst Sara Lebow as she hosts director of Briefings Jeremy Goldman and analyst Sarah Marzano.

Podcasts were also down significantly. The format lost 9 minutes YoY, falling to 43 minutes in H1 2023. Despite this drop, the longer trajectory shows significant growth in listening time as demand for this digital form of talk radio has increased. Traditional radio penetration still outpaces digital formats. But it鈥檚 waning, down slightly YoY to 72.5% of respondents in H1 2023.

A hurting US ad market is showing signs of recovery. Our forecast predicts 3.8% growth in overalUS media ad spend this year, for a total of $353.86 billion. Magna upped its US ad spend forecast for 2023 YoY growth from 4.2% to 5.2% in September. And in August, the US ad market achieved two consecutive months of growth for the first time since last June.

In addition to linear TV and video streaming services, podcasts, video games, out-of-home (OOH), and retail media networks (RMNs) all sell inventory upfront now. Upfront buying still offers advantages.

鈥淭here鈥檚 never been as rapid 驳谤辞飞迟丑鈥� in the numbers of buyers as a proportion of platform users as there is on TikTok right now, said our analyst Jasmine Enberg on the 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. 鈥淚n 2023, we are expecting the number of TikTok users who are buyers to be on par with the number of Facebook users who are buyers.鈥�.

In today鈥檚 episode of The Banking & Payments Show podcast, we talk about the most (and least) impactful ways that the new Trump administration might impact the banking sector, and the unintended consequences on mortgage rates and the mortgage industry if tariffs raise the cost of consumer goods and construction materials. Join the discussion with host and Head of Business Development, Rob Rubin, economics correspondent at Politico, Victoria Guida, and our Principal Analyst, Tiffani Montez.

Betting on podcasts. For Vox and many other media companies, podcasts have emerged as a space to test both brand storytelling and more sales-driven messaging. Adult podcast listeners will spend an average of 51 minutes per day listening to podcasts in 2025, per our June 2024 forecast.

On today鈥檚 podcast episode, we discuss if AI development is slowing down or speeding up, when it鈥檚 all said and done what happens to TikTok, if live sports are under threat from highlights, the potential impact of impending tariffs, which sports kids play the most, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Director of Forecasts Oscar Orozco, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Forecasting Analyst Zach Goldner.

鈥淎s we're starting to see more AI-driven influencer identification tools emerge, it's actually going to be much easier for marketers to focus on things like engagement rates and creative alignment,鈥� said our analyst Jasmine Enberg in our "Behind the Numbers" podcast. Here are some of the social and creator economy trends to watch in 2025, according to our analysts. Search dollars move to social.

鈥淭he mixed headlines are so hard for consumers to make decisions against.鈥� That鈥檚 according to our analyst Suzy Davidkhanian, speaking on our 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast.

This year, furniture and home furnishings will make up a $179.75 billion ecommerce market in the US, according to our forecast, and growth is accelerating. With challenges coming from big names like Amazon and Walmart and resale platforms like Facebook Marketplace and Craigslist, Ikea has no choice but to innovate to keep up.

鈥淲hen you look at what鈥檚 going to be driving digital grocery growth over the next couple of years, a lot of it is coming from sales growth and click and collect, not delivery. Walmart just very simply has the largest brick-and-mortar footprint,鈥� said our analyst Blake Droesch on a 鈥淏ehind the Numbers鈥� podcast episode.

Listen to the full podcast. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

On today鈥檚 podcast episode, we discuss which hotel guest behaviors do people think are most acceptable and unacceptable, the first ad on every media type, how American households look today compared to the 1960s, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Blake Droesch, and Vice Presidents of Content Suzy Davidkhanian and Paul Verna.

On today's podcast episode, we discuss why Nike isn鈥檛 doing all that well, how it can stay relevant with the competition, and which brands it could possibly learn from. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Senior Analyst Zak Stambor and Analyst Rachel Wolff.

On today's podcast episode, we discuss a special edition of the unofficial list of the retailers who have made a comeback (from the dead). This month, our analysts Arielle Feger, Becky Schilling, and Sara Lebow (aka The Committee) put together a very unofficial list of the top eight retailers who have most impressively come back from the brink, and how they did it. In this month's episode, Committee members Senior Analyst Sara Lebow and Senior Director of Content Becky Schilling will defend their list against Senior Analyst Sky Canaves and Principal Analyst Sarah Marzano, who will dispute the power rankings by attempting to move retailers up, down, on, or off the list.

Podcasts. After a blowout year for podcasting in 2024, US creator revenues from podcasts are fast approaching $1 billion. The majority of those revenues will come from ads and brand sponsorships. (Our podcast revenue forecast excludes YouTube.). For more on creator podcasts, look out for our upcoming report, 鈥淯S Creator Podcast Revenues 2025,鈥� publishing in March. Other channels.

On today's podcast episode, we discuss which media types we will be using more or less, how to build a real online community, and which groups will benefit from the digital economy the most in 2025. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, our Senior Analyst Max Willens, and Chief Revenue Officer at Vox Geoff Schiller. Listen everywhere and watch on YouTube and Spotify.

Sustainability is a critical part of many consumers鈥� decision-making, our analyst Suzy Davidkhanian said on an episode of the 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. Some 47% of Gen Z consumers are interested in brands that support the environment, climate change, and sustainability, per a June 2023 report by ICSC.

Podcasts and audio are also great, efficient ways brands are connecting with the Olympics,鈥� said Jennifer Kohl, chief media officer at VML. Kohl said one of her favorite activations is 鈥渜uick-turn content,鈥� where brands can tell Olympic stories of winners and underdogs as they emerge. Use this chart:. Allocate sports marketing budget. Consider partnerships with lesser-known Olympic athletes.

On today's podcast episode, we discuss how much audiobooks can move the needle for Spotify, how engaging its app is versus Netflix and TikTok, and how much of its podcast success is tied to Joe Rogan. "In Other News," we talk about how badly AI can hurt your company's customer service and why Google has called for a ban on personalized ads for minors. Tune in to the discussion with our analyst Daniel Konstantinovic.

For brands, working with influencers was once an experimental addition to their media plans, but growth in influencer marketing spend is now outpacing its digital and social counterparts, per our forecast. While influencer partnerships still account for a significantly smaller part of the media mix, their growth is a sign that the industry is maturing鈥攁nd more legacy advertisers want in.

Listen to the full podcast. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.