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The 鈥淢ad Men鈥� approach of finding the perfect slogan and polished copy isn鈥檛 gospel. For some, we鈥檙e now in the era of unpolished content, disruptive formatting, and what TotalRetail is calling 鈥渨eirdvertising.鈥� These ads take the basic idea of memeification found on social media and extend it to other forms of display advertising, including out-of-home (OOH) and print.

Penetration rates for radio listenership and print readership showed declines in the US that were also seen in most other countries. Reading newspapers was reported by 36.2% of respondents, a decline of 4.7 percentage points from 2021. Magazines were read by 40.6% of respondents, down 6.7 percentage points from three years ago.

US consumers are now reallocating their media time in a zero-sum fashion, with approximately 10 minutes of traditional media time (TV, radio, print) shifting to digital platforms. It's a significant departure from 2023, when people added 20 minutes of digital time, while cutting just 10 minutes of traditional media consumption.

It excludes time with traditional media (TV, radio, and print), which accounts for an additional 4-plus hours, as shown in the previous section. Click here to view our various forecasts for US time spent with digital media, by activity. Sub OTT leads a very crowded digital field, and it鈥檚 still gaining share thanks to healthy growth.

But even as traditional media ad spending declines, marketers in this sector still rely on channels like linear TV, radio, and print more than any industry we cover, outside of those rolled up into the 鈥渙ther鈥� category. Executive Summary. Healthcare and pharma marketers overindex on traditional media ad spending.

Although no single player rivals Mercado Libre鈥檚 hold on Latin America鈥檚 ecommerce market, nearly 70% of online sales are still fair game for the long tail of retailers.

The news: News publishers are investing in social media presence that may not be creating meaningful referral traffic. Although publishers are working to meet audiences where they are鈥攐n social and video platforms鈥攖heir content is being watched, not clicked, per Digiday. Our take: Despite social media not converting engagement into referral traffic, news publishers have little option but to remain鈥攍eaving social platforms means losing user attention. Publishers may need to boost their efforts in community-driven channels like Substack and podcasts to foster engagement and reader loyalty.

Also, certain FDA regulations mandate legible print disclosures, which may require a larger screen to be visible and compliant. Travel companies market a product that looks more tempting on large screens. Traveling also tends to be an expensive proposition.

Latin America鈥檚 ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

Latin America鈥檚 commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data鈥攆ollowing the path retailers have already paved.

TV can lead in the activity category while trailing in the device category because TV, like radio and print, is both a physical medium and an activity. Time spent with traditional media applies to both devices and activities: The only thing one can do with a radio, for example, is listen to the radio.

US total media ad spending could fall to $394 billion in 2025 under a heavy tariff scenario, wiping out projected gains for the year, per our April 2025 forecast.

The fine print: The Microsoft-OpenAI partnership has a caveat鈥攖he deal will be nullified if OpenAI achieves artificial general intelligence (AGI). The companies agreed to define AGI as an AI system capable of generating at least $100 billion in profits.

We forecast that US print newspaper ad spending will decline 13% this year and will experience double-digit declines for the following three years as well. US digital newspaper ad spending will grow this year鈥攂ut a paltry 1.3% is not enough to offset print鈥檚 declines. Non-newspapers are being commoditized as well.

As recently as 2018, CPG still funneled over half of its ad dollars to traditional TV, radio, print, and out-of-home. By 2020, most CPG marketing was digital, but it still lagged the national average. Four years later, the narrative has flipped entirely: CPG has moved away from traditional media more dramatically than any industry besides tech and retail.

The news: Despite lower COVID-19 mortality rates, it remains the 10th leading cause of death in the U.S. Lingering health impacts鈥攍ike long COVID, delayed diagnoses, and worsening chronic conditions鈥攃ontinue to threaten life insurers鈥� claims experience and profitability. Pre-pandemic underwriting likely underestimated these risks. Our take: Life insurers must recalibrate actuarial and pricing models to account for persistent COVID-19 health risks. Incorporating new medical and mortality data into term life and other products will ensure premiums align with post-pandemic realities, protect margins, and improve risk modeling accuracy in an evolving health landscape.

The increase is fueled by political ad spending, which leans toward traditional formats like TV and print media, in a unique presidential election year. But retail鈥檚 dominance over traditional and digital advertising will remain unchallenged. The retail industry spends the most on advertising by far. More than a quarter (25.7%) of all media ad dollars spent this year will come from retailers.

Deeper cuts could hit traditional channels like print, radio, and linear TV, which are already under pressure and overexposed to the vulnerable automotive sector. In contrast, digital channels with more measurable outcomes could prove more resilient.

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

Screen-fatigued shoppers are rediscovering the thrill of real-world discovery by flipping through catalogs, queuing for pop-ups, and going on retail tourism. Josh Golden, CMO at Quad, shares how Gen Z and millennials are craving these encounters, 鈥渞eturn on touch鈥� as a measurable metric, and how blending physical and digital elements can lift loyalty and sales.