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Combined, the lineup had more than 77 billion minutes watched in the US by adults ages 18 to 49 in 2024 alone. Over 150 CMOs of major brands will be in attendance. Zooming out: YouTube鈥檚 influence on the ad landscape is significant and still growing. The platform leads in time spent with TV in the US, accounting for 10.4%, per Nielsen.

Programmatic has effectively become the defining mechanism for delivering ads. This benchmark guide unpacks how programmatic advertising is shaping spend in key channels.

U.S. Department of Transportation. Yahoo Finance. WSJ.

Click here to view our full forecast for US total media ad spending. Key Developments in Ad Spending. Every major industry will increase total ad spending between 2024 and 2026. The biggest increase will be by media and entertainment with a 12.8% compound annual growth rate (CAGR) over the next two years, after a few slow years.

How can ad buyers calibrate their B2B ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

How can ad buyers calibrate their ad spending and budget allocations against average for their industry, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

How can in-game ad buyers calibrate their ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

Spotify keeps Bill Simmons on board: The Ringer founder extends his contract as Spotify pivots toward video podcasting and sustainable ad-driven content.

Senators urge DOJ probe into X鈥檚 advertising efforts: The group of five Democratic senators allege that Elon Musk leverages his political power to bully advertisers into returning.

US media agency professionals executing YouTube campaigns rated brand safety a top objective, per Pixability. A challenging market: With sports-betting ad dollars shrinking, platforms may preemptively distance themselves from gambling鈥檚 volatility and potential to cause gambling addiction and harm. 蘑菇AV 2.5 million US adults (1%) meet the criteria for a severe gambling problem in a given year.

Modelo鈥檚 college basketball ad spend grows 48%: The investment highlights the lucrative opportunity of advertising during live sporting events.

The number of US ad tech mergers and acquisitions nearly doubled from 2023 to 2024, per Luma Partners. We could see T-Mobile鈥檚 deals inspire other firms to scramble to buy up smaller or highly specialized ad tech players to expand offerings.

When Apple, which pledged $500 million to US manufacturing, faced UK pressure for an iCloud encryption backdoor, Director of National Intelligence Tulsi Gabbard called it 鈥渁 clear and egregious violation of Americans鈥� privacy and civil liberties,鈥� per The Associated Press. Gabbard asked the Central Intelligence Agency (CIA) and other US agencies to review the request.

Spending in the US affiliate marketing ecosystem will exceed $10 billion for the first time in 2024. But content distribution changes, advertiser focus on first-party data, and shifting consumer behavior will push the channel into a new phase.

Total media ad spending growth has stabilized, and digital ad spending is set for an extended period of low double-digit annual increases. Amazon, TikTok, and Instagram will be the main growth drivers this year.

US travel sales will approach $368 billion by 2028. To act on this opportunity, brands and travel industry professionals need to understand online travel research trends and shopper behaviors.鈥�

Digital鈥檚 share of total media ad spending will hit almost 78% in 2024 and exceed even this high number in some industries. This report looks at some factors that correlate with an industry鈥檚 digital spending.