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Auto sector ad spend: Once a staple of TV ad spending, the auto industry has shifted its priorities away from traditional media as viewership wanes and the sector faces significant headwinds. President Trump's executive order removing tax credits and subsidies for electric vehicles has forced auto makers to shift strategies.

Meta and Google enjoy political ad spend boom: The ad duopoly is effective for reaching consumers en masse, but TV spending shifts hint at big changes.

In 2025, retail media ad spending will surpass linear TV ad spending; in 2026, retail media ad spending will exceed all of traditional media ad spending combined. Retail media is on its way to becoming a centrally important ad spending channel. While much of retail media ad spending remains concentrated on Amazon, retail media ad spending is becoming more and more diversified.

One in 40 US ad spending dollars went to OOH in 2023, but that ratio will be 1 in 50 ad dollars in 2028, mainly due to the very rapid increase in ad spending going to connected TV (CTV) and other digital formats. Advertising for local services and entertainment accounts for almost one-third of all OOH spend.

Every major industry will increase total ad spend in the next two years, with media and entertainment leading the pack. Programmatic and B2B ready for a digital shift, while mobile remains dominant with in-game advertising. Here are four takeaways from 蘑菇AV鈥檚 Industry Ad Spending Benchmarks: Q4 2024 and what they mean for the upcoming years.

If it feels like podcasts have more ads, that鈥檚 because they do, according to data from our exclusive KPI partnerships. Podcast ad spend is increasing, and with it podcast ad load is on the rise. This year, US podcast ad spend will reach $2.28 billion, per our forecast. That鈥檚 a growth of 15.9% over 2023.

The number of companies with more than $1 billion in annual US connected TV (CTV) ad sales jumped from two in 2020 to five this year. In a recent 蘑菇AV webinar "CTV Watch: How Streamers Compare in Time Spent and Ad Revenues,鈥� our analyst Ross Bones explained the top trends in CTV viewership and ad spend.

The election brings more ad spending to Spanish-language media: TelevisaUnivision garnered record US political ad revenues as candidates fight for Hispanic voters.

While ad spend allocated to in-store retail media has yet to take off, consumers are ready and willing to engage with digital in-store formats, according to a new survey by 蘑菇AV in collaboration with Placer.ai.

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.

By 2027, more than 75% of worldwide ad spending will go to digital, and 20 of our 29 markets will be majority digital. Emerging, recovering, and advanced economies are all doing well. Central and Eastern Europe will lead the world in ad spending growth.

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.

On today's podcast episode, we discuss whether search, social, connected TV, or retail media has been driving growth the most this year, how much non-cyclical ad growth has been fueling this year's numbers, and what to expect from ad spend in 2025. Tune in to the discussion with host Marcus Johnson and our analyst Ross Benes.

Ad spending growth is tapering off, but major changes are coming to the market, including the deprecation of third-party identifiers, a new era in TV ad measurement, and growing use of AI in advertising.

This year, as the digital ad spend outpaces the time consumers are spending on the medium, media companies are leaning into revenue drivers like commerce media while also investing in content that builds community.

The race to attract small advertisers with AI is on: Taboola is the latest ad tech firm to target small businesses in an effort to grow the ad spend pool.

Ad spending takes off as businesses invest in digital platforms. Digital ad spending in Spain is on track for robust growth from 2024 to 2028, per our forecast, demonstrating a clear market shift. The progression begins at $4.02 billion in 2024, which represents a 16.5% YoY increase. By 2028, spending will reach $6.88 billion, with YoY growth decelerating to 11.8%.

The majority (77.7%) of ad spend in the US is digital. Retail dwarfs all categories in terms of sheer size, but its position as a growth driver falls this year as telecom takes the top place.

Click here to view our full forecast for US financial media network ad spending. Financial media is the smallest but fastest-growing commerce media vertical we track. From a small base, FMN ad spending will grow at more than double the rate of any other defined vertical within commerce media.

Total ad spending will grow to almost $32 billion in 2026. That includes all advertising, both to consumers and to healthcare providers.

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?