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Discover our latest reports, forecasts and insights on advertising spend, audience and
consumption trends, and proprietary research findings.
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US Ad Spend Accelerates in Second Half, but Digital Vendors Capture Most of the Growth

Author: Michael Leszega

12/05/2023. 3 min read

KEY TAKEAWAYS

  • The US advertising market increased by +3.6% to $338bn in 2023. Excluding the impact of cyclical events, the market grew by +5.4%.
  • As such, growth was only slightly slower in 2023 than it was in 2022 (+6.1% excl. CE).
  • The stronger than expected advertising market comes on the back of a resilient ...

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    • Global Advertising Spend will Accelerate in 2024

    Author: Vincent Letang

    12/04/2023. 3 min read

    KEY FINDINGS:

  • After growing by +5.5% in 2023, global advertising spending will accelerate to +7.2% in 2024, to reach $914 billion.
  • The global economy will remain slow, but lower inflation, cyclical events and media innovation (Retail Media, AVOD) will fuel growth.
  • Traditional Media Owners ad revenues w ...

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    • National TV Ad Sales Show No Signs of Recovery in Third Quarter

    Author: Michael Leszega

    11/14/2023. 4 min read

    Key Takeaways:

  • National TV advertising sales (linear and digital formats) fell by -5.1% year-over-year to $10.2bn in the third quarter, showing no improvement on second quarter performance (-4.4%).
  • Digital ad sales rose by nearly +16%, but that was not enough to offset continued erosion of linear ad sales (-10%).< ...

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