Advertising spending in the U.S. – additional information
Advertising can utilize almost any form of media to meet its needs, including print, television, radio, cinema, outdoor, mobile and online. If there is a space where consumers are going to look at, advertisers will buy it up. The United States, in particular, is the largest advertising market in the world. China is to be the second leading market according to the ranking, yet its ad expenditures are estimated to represent less than half of the amount calculated for the U.S.
Television is the main medium for advertisers in the U.S., as it has accounted for about 40 percent of all advertising spending in the country since 2010. However, with the rise of digital platforms, not all mediums are as heavily invested in as others. Particularly traditional mediums such as radio, magazines and newspapers all suffered a decrease in ad spending, with newspapers suffering the most. Newspaper ad spent is forecast to decline from nearly 15 percent in 2010 to about 5.5 percent in 2020. Despite being a leader in the advertising industry as of 2015, television’s share of advertising spending is also projected to decrease in the coming years. Digital is forecast to become the main media for advertisers in the U.S., accounting for 37 percent of all advertising spending in the country in 2017.
In terms of revenue, digital advertising in the U.S. is forecast to generate more than 116 billion U.S. dollars by 2021, with search advertising accounting for the largest portion of this amount. Banner ads and social media advertising also belong to digital formats important for advertisers in the U.S. Within the digital market, mobile advertising is also a heavily invested sub-sector of the advertising industry. In 2015, mobile advertising spending in the U.S. amounted to nearly 32 billion U.S. dollars. Forecasters expect that this spending will steadily grow in the future and amount to around 87 billion U.S. dollars by 2020. Search advertising and display advertising account for the majority of mobile advertising spending.