July 1, 2022

US Display Ad Spending, by Industry, 2022 (billions, % change, % of industry digital ad spending, and % of total display ad spending)


Digital ad spending historical data up to 2015 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data. Automotive includes all automotive-related categories including sale/purchase of vehicles and parts and maintenance including but not limited to the following ... categories and segments: new car, used car, service, parts, OEMs, dealer associations, franchise dealers, co-op, independent dealers, aftermarket service, aftermarket parts, auto finance (depending on the source of the ad spending), wholesale/auction, and private party sales. Computing products and consumer electronics includes hardware (computers, computer storage devices and computer peripheral equipment), consumer electronics, prepackaged software (operating, utility and applications programs), network systems integration, computer processing, data preparation services, and data processing services. CPG and consumer products includes food and beverage products, household products, packaged goods, tobacco, personal care products, toiletries, and cosmetic products. Entertainment includes amusement and recreation, box office, film, music, OTT video platforms, and video games (excluding video game hardware). Financial services includes commercial banks, investment banks, retail banks, property insurance, casualty insurance, life insurance, credit agencies, personal credit institutions, consumer finance companies, loan companies, business credit institutions and credit card agencies; also includes companies engaged in the underwriting, purchase, sale or brokerage of securities and other financial contracts. Healthcare and pharma includes pharmaceutical products, facilities, services, researchers, drug manufacturers and marketers, doctors, hospitals and biological products, as well as establishments providing health care services and social assistance for individuals; also includes health insurance advertising. Media includes establishments primarily engaged in radio and television broadcasting (network and station) including commercial, religious, educational, and other radio or television stations. Also includes establishments primarily engaged in publishing. Retail includes mail order/catalog, restaurants/fast food, drug stores, retail stores, cosmetics stores, and merchants of apparel, home furnishings/textiles, toys, pet food/supplies, appliances, jewelry, and general merchandise. Telecom includes point-to-point communications services, including telephone voice and data communications, two-way mobile/cellular communications services and other nonvoice message communications services (e.g., email, fax); includes multichannel video providers on a subscription fee basis (e.g., cable TV, wireless cable TV, direct broadcast satellite services). Travel includes airlines, car rental, hotels, and resorts, cruises and destination marketing organizations; includes leisure and unmanaged business travel. Other includes categories that fall outside of those mentioned, such as real estate, politics, nonprofit, professional services, energy, manufacturing, industrial, and education.More


Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers, and other industry leaders.

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