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This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Prescription drug ads accounted for nearly one-third (30.7%) of commercial time on evening news programs across six major broadcast channels (ABC, CBS, CNN, Fox News, MSNBC, and NBC) last year through Dec. 15, according to data from iSpot.tv cited by the Wall Street Journal. There will be support for a drug advertising ban across the government.

The National Retail Federation (NRF)鈥檚 Big Show is happening in New York City this weekend, and will offer an opportunity for retail media networks (RMNs) to pitch themselves to advertisers. Even though retail media is huge鈥攅xceeding $62 billion in US ad spend this year per our forecast, most of those ad dollars will go to the biggest RMNs. The remaining players are vying over the same $8.58 billion that isn't scooped up by Amazon, Walmart, or Target.

Advertisers won鈥檛 have to quit third-party cookies cold turkey, but long-standing market dynamics around access to quality data aren鈥檛 going anywhere.

Ad-supported streaming grows: 66% of US viewers prefer affordability as Netflix and Amazon refine ad strategies with lighter loads and live content.

Click here to view our full forecast for Walmart ecommerce channel search ad revenues. Walmart鈥檚 conquesting tools are a sign it has leverage over buyers. Conquesting is the practice of bidding on competitors鈥� branded keywords. It puts advertisers in the position of having to pay to defend search terms related to their brands, driving up ad costs and potentially disrupting the end user鈥檚 experience.

Amazon challenges TV giants: Prime Monday upfront slot showcases NBA rights, aiming for $750 million in ad revenues from streaming sports

In 2025, retailers must prioritize data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising. Seeking heightened measurement has nearly half of marketers emphasizing attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive. Here are three areas retailers should prioritize in 2025, according to industry experts.

Connected TV is no longer a niche ad channel鈥攊t鈥檚 the new normal. With streaming platforms adding ad-supported tiers and Amazon flooding the market with inventory, CPMs are dropping while ad opportunities expand.

Retail media is the fastest-growing ad channel we track in the US, growing by 26.0% this year. Its share of total US media spend will reach 14.1% this year, and come 2028, nearly 1 in 5 ad dollars spent in the US will go to retail media. But the channel has the potential to grow even more. Here are four key factors that present challenges to retail media growth right now.

2025 will bring significant change to the retail industry: Several of the main trends dominating retail鈥攇enAI, RMNs, and China鈥檚 ecommerce disrupters鈥攚ill look very different this time next year.

US in-store retail media ad spend will total $370 million this year. But as the channel expands, oversaturating stores with ads can cause tension between retail media teams, which focus on maximizing ad dollars, and merchants, which focus on the store as a whole. Online advertising and in-store advertising are not two distinct channels, but instead work together.