• U.S. measured ad spend by category 2019

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Between 2018 and 2019, measured media spending in the U.S. retail sector increased from 15.1 to 15.5 billion U.S. dollars. All of the top five spending categories invested more than 10 billion U.S. dollars each on U.S. media that year.

Advertising in the retail industry

Spending almost 6.9 billion U.S. dollars in 2019, Amazon was by far the leading retailer in the United States, in terms of ad spend. That year, other major retailers, such as Walmart and Macy’s, spent roughly 2.8 and 1.3 billion U.S. dollars, respectively.

Macy’s: one of America’s leading retail companies

Macy’s Inc. is an American department store chain founded in 1858, with its headquarters in Ohio, United States. The company’s net sales worldwide amounted to almost 24.6 billion U.S. dollars in 2019, an amount which was only slightly higher one year earlier. As of 2019, Macy's employed around 123 thousand people. The company's employee peak, however, was in 2012 when the company had roughly 176 thousand people working for them.

Measured media advertising spending in the United States from 2014 to 2019, by category (in billion U.S. dollars)

	Retail	Automotive	Telecommunications, internet services and ISP	General services	Medicine and remedies
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Sources

Release date

July 2020

More information

Region

United States

Survey time period

2014 to 2019

Special properties

measured media only

Supplementary notes

Measured media is based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising).
The figures do not include unmeasured spending, such as direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media.