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Advertising industry in North America - statistics & facts

Advertising is among the many global industries heavily impacted by the coronavirus pandemic. While advertising spending in North America experienced its first dip in over a decade in 2020, the sector bounced back rapidly. Expenditures are projected to jump from 296 billion U.S. dollars in 2021 to nearly 380 billion by 2024, highlighting the flexibility of the industry but also the perseverance of its players. The pandemic also propelled a reshuffling of advertising budgets and priorities in favor of digital platforms. As consumers across the United States, Canada, and Mexico adapted their media usage, shopping behavior, and brand expectations, marketers realigned their targeting efforts with the new (digital) normal.

Traditional advertising is losing its appeal

Traditional media formats have taken a back seat during the digitalization of the advertising world. Spending on magazine advertising has more than halved since the mid-2000s, whereas spending on newspaper ads has declined nearly fivefold. Meanwhile, data also shows that cinema and outdoor advertising have stood the test of time and are bouncing back after a temporary spending drop in 2020. Another medium that maintains its claim to fame as a top advertising tool is television. While it is unclear whether TV ad spend in North America will rebound to pre-pandemic levels, investments are not expected to fall below 60 billion U.S. dollars anytime soon. In the United States, advertisers are set to boost investments in TV ads from 72 billion to 81 billion U.S. dollars between 2021 and 2025. And in Mexico, where the shift away from traditional advertising is unfolding at a slower pace, television ads are also forecast to see double-digit spending growth. As of 2020, linear ad spend still surpassed digital ad spend in Mexico by a narrow margin.

The future is digital

The pandemic accelerated the trend toward digital advertising that has unfolded for over a decade. In 2021, internet advertising spending in North America amounted to approximately 190 billion U.S. dollars, compared with only 30 billion devoted to digital in 2011. Looking at the three separate markets, one can see distinct differences in the pace at which advertisers are embracing digital tools and techniques. In the United States, the leading digital ad market worldwide, the internet drew an estimated 153 billion U.S. dollars in advertising funds in 2021 - more than double the budget that was devoted to television. In Canada, where digital channels have overtaken traditional media advertising for the first time in 2020, internet and mobile ad spending are also ramping up each year. Compared to these digital trailblazers, the Mexican advertising industry still has the largest room for digital growth. While the internet already ranks as the most popular advertising medium in Mexico, it will be interesting to see how quickly and to what extent the sector will embrace its digital future.

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In the following 4 chapters, you will quickly find the 27 most important statistics relating to "Advertising industry in North America".

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