
Advertising spending in the world's largest ad markets 2021
A closer look at the ad market in the United States
Television was the largest medium based on spending share in 2018, accounting for 36 percent of total ad expenditures in the country. However, its strong position is being challenged by digital media. Already in 2021, internet ad spend surpassed TV spending in the country. This may be in response to trends in general consumption of advertising in the U.S., where more than half of surveyed adults admit to not paying attention to commercials. Digital media, in contrast to TV, offers the opportunity for better targeting and personalization of ads. The only exception to this rule is addressable TV, which combines the best of both worlds. Addressable TV advertising is constantly growing and seems to be the future solution to diminishing TV investments.