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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

Despite impressive time spent, digital audio gets relatively few ad dollars. Although consumers will spend an average of 2:42 each day in 2024 listening to audio (21.4% of total media time spent), advertisers will buy only $17.61 billion in audio ads, roughly 4.5% of total US advertising spend.

Among major streaming services, Netflix鈥檚 time spent share exceeds ad revenues the most, indicating it has the most room to expand.

Affiliate marketing is now a $10 billion industry, and marketers recognize its effectiveness. Yet many aren鈥檛 prioritizing affiliate marketing spend, due to difficulty with attribution or classifying it as social media spend. Here are five charts demonstrating the state of affiliate marketing.

How We鈥檙e Revising Our Commerce and Ad Spend Forecasts. To reflect the uncertainty around the tariffs, we鈥檝e developed three possible scenarios to show retail spending and ad spending in 2025:. Limited tariffs: Our existing forecast, produced in Q1 2025, now serves as the scenario with the least amount of disruption.

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 of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device

The first $12 billion ad spend US presidential election is underway. That ad spend figure breaks 2020鈥檚 by more than $2 billion. Whether or not brands engage in political messaging, they will be impacted by the volume of ad inventory and how the election influences consumer sentiment.

In January, we forecast that if a TikTok ban was enforced, about 4 in 10 of its ad dollars would wind up with Meta. YouTube was the next largest recipient and would receive about one-tenth of TikTok鈥檚 ad dollars. Despite the changes in the media landscape, upfront advertising is here to stay.

Digital newspaper ad spending could increase as it did during Trump鈥檚 previous term, but print newspaper spending will continue declining. Digital newspaper ad spending rose from $4.04 billion to $4.74 billion from 2016 to 2020, while print newspaper ad spending plummeted from $13.33 billion to $5.5 billion.

Growth in travel media network ad spending will slow as economic pressures affect the travel industry. Starting from a small base, financial media network ad spending growth will pick up momentum through 2026. 鈥淥ther鈥� commerce media network ad spending is set to exceed $4 billion by 2026. Section 4: Recommendations. How should advertisers capitalize on the changes in commerce media?

Companies like Apple resumed spending on the platform after a 15-month pause, while Amazon significantly increased its ad spending on X despite pulling nearly all of its ad spending from the platform in 2024. The change is largely in response to Musk鈥檚 new political power. Brands are hoping to improve relationships with Musk and, in turn, curry favor with the current administration.

Consumers spend most of their daily digital time with mobile devices鈥攁nd ad spending reflects that. But as viewers shift to ad-supported tiers and streamers add inventory, connected TV (CTV) is closing in.

Major Chinese advertisers including Temu and Shein contribute a substantial portion of ad spending on Meta platforms, accounting for 11% of ad spending in 2024 across Meta apps, amounting to billions of dollars. This issue is exacerbated by the elimination of the de minimis exception, which allowed foreign retailers to ship low-cost goods to US consumers.

Social platforms have been bolstered by ecommerce-driven ad spending, automated ad offerings such as Meta鈥檚 Advantage+ suite, and an ever-increasing emphasis on video. Key Question: What is responsible for the strong growth projected for social ad spending?

The rebrand is a small step in Apple鈥檚 overall ad strategy to combat slower ad growth, but past efforts to expand its ad business haven鈥檛 been wildly successful. Apple鈥檚 services revenues missed the mark in Q4 2024, falling below investor expectations鈥攕uggesting that its ad initiatives might not be performing as well as hoped.