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U.S. Advertising Industry - statistics & facts

The United States is, by far, the largest advertising market in the world. In 2019, more than 240 billion U.S. dollars were spent on advertising in the United States. This figure is close to triple the amount spent on advertising in China, the second largest ad market in the world. Up until 2020, forecasts were showing healthy projections for the ad market in the U.S. , as media advertising spending was expected to surpass 260 billion U.S. dollars that year. However, the coronavirus disrupted the steady flow of investments, and 2020 estimates did not look good for traditional media spending - digital was to be the only medium to survive spending cuts that year. In 2021 a certain stabilization is expected to settle in and the industry is believed to return on a growth path again.

So far TV was the most popular medium chosen by advertisers in the United States, given its widespread reach and long standing reputation for accountability. In 2019, TV advertising spending in the U.S. reached 70 billion U.S. dollars. Television ad spending, however, is projected to lose its top position in the industry soon. Digital advertising spending has seen an unprecedented growth in the last few years, and is expected to become the biggest ad medium in the U.S. Digital advertising spending was forecast to surpass 200 billion U.S. dollars by 2023, with the pandemic only slightly slowing it down. What is more, mobile advertising spending is set tor drive digital growth; in 2019 ad expenditures on mobile were in the lead compared to video and social. This gap was projected to increase even further from then on.

Parallel to television and digital advertising, more traditional media, such as radio and print, have seen their ad market share decrease in the past few years, as advertisers turn to digital formats. The year 2020 has not been merciful to radio either. Industry estimates saw radio advertising spending drop by three billion U.S. dollars that year and only slightly recover in 2021 to continue on a downward trajectory since then. Print advertising spending is set on a similar road, with the exception that no recovery in 2021 is being projected for the medium. Lastly, OOH advertising, which has suffered greatly due to the pandemic as well, is believed to improve in the coming years, largely driven by digital's growth.

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Advertising market in the U.S.

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