US Nonmobile Ad Spending Penetration, by Industry Forecasts, Estimates, & Historical Data

Source & Notes

Data Table

Source: EMARKETER Forecast, August 2024 - June 2024

Note: includes advertising that appears on desktop and laptop computers on all formats mentioned; also includes advertising that appears on connected TV (CTV) devices; includes display ads that appear on home screens and in-stream video ads that appear on CTVs from platforms like Hulu, Roku and YouTube; excludes network-sold inventory from traditional linear TV and addressable TV advertising; numbers may not add up to total due to rounding

Additional Note: Nonmobile ad spending historical data up to 2015 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data. Automotive includes all automotive-related categories including sale/purchase of vehicles and parts and maintenance including but not limited to the following categories and segments: new car, used car, service, parts, OEMs, dealer associations, franchise dealers, co-op, independent dealers, aftermarket service, aftermarket parts, auto finance (depending on the source of the ad spending) wholesale/auction and private party sales. Computing products and consumer electronics includes hardware (computers, computer storage devices and computer peripheral equipment), consumer electronics, prepackaged software (operating, utility, and applications programs), local area network systems and network systems integration, computer processing, and data preparation and data processing services. Consumer packaged goods includes food products, alcoholic and non-alcoholic beverages, toiletries and cosmetics, cleaning and other household supplies, and cigarettes and tobacco products. Entertainment includes amusement and recreation, box office, film, music, OTT video platforms, sporting events and ticketing and video games (excluding video game hardware). Financial services includes banking and lending companies, insurance companies, payments and money movement firms, securities, investment and wealth management firms, accountant/taxes, rating agencies, credit agencies, and identity theft protection. Healthcare and pharma includes drug manufacturers and researchers, vitamins and supplements, prescriptions, pet flea and tick drugs, cold/cough medicine, over-the-counter allergy medicine, birth control, biotech companies, animal pharmaceutical companies, health and dental insurance, healthcare providers and facility services, social assistance providers, wellness companies, health and monitoring devices, and imaging equipment. Media includes establishments primarily engaged in radio and television broadcasting (network and station) including educational, commercial, religious, sports and other radio or television stations. Includes print media (newspapers, magazines, and classifieds). Also includes establishments primarily engaged in publishing. Retail includes apparel and accessories, home furnishings, athletics products, baby and children’s products, mail order/catalog, appliances, pet products, restaurant and bars and equipment and supplies, food delivery services, hobby items such as collectibles, musical instruments, wholesalers, and general merchandise. Telecom includes point-to-point communications services, including telephone voice and data communications, two-way mobile/cellular communications services and other nonvoice message communications services (e.g., email, fax); includes multichannel video providers on a subscription fee basis (e.g., broadcast TV, cable TV, satellite TV, telco/fiber operators, etc.). Travel includes airlines, cruises, accommodations, tourism boards, destination marketing organizations, travel bureaus, country clubs, OTA’s, travel agents, travel websites, visitor centers, car rental companies and leisure and unmanaged business travel. Other includes categories that fall outside of those mentioned, such as real estate, politics, non-profit, professional services, energy, manufacturing, industrial and education.

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 device usage trends; and EMARKETER interviews with executives at ad agencies, brands, media publishers and other industry leaders.

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