Forecasts
| Mar 25, 2024
Source: EMARKETER Forecast
Despite digital’s growth, traditional media still dominates political advertising. More than 7 in 10 political ad dollars will go to traditional media this year. That’s the inverse of total media ad spending, where digital will make up more than three-quarters of the total this year. View our forecasts for political ad spending, traditional media ad spending, and total media ad spending.
Report
| Feb 23, 2024
Although traditional radio advertising remains a $10.5 billion business in the US, it’s slowly shrinking. Digital audio advertising, by contrast, will grow 6.8% in 2024 to reach $7.12 billion.
Report
| Apr 17, 2024
Despite a surge in digital advertising, traditional media, especially linear television, continues to dominate political ad spending, reflecting a continued preference for TV as an effective medium for engaging voters.
Article
| Apr 1, 2024
We look at how some major fintechs’ marketing strategies helped put them on the map.
Article
| Feb 26, 2024
Chart
| Mar 1, 2024
Source: EMARKETER
Chart
| Mar 1, 2024
Source: EMARKETER
B2B traditional media spend will only increase by 3.8% YoY in 2023. Traditional will account for 55.5% of total B2B ad spending this year. But by 2025, that share will drop to 52.9%. By then, B2B ad spend on traditional outlets will total $19.77 billion. That mirrors a wider trend: Traditional media’s share of all ad spending (B2B and B2C combined) will decline from 25.4% in 2023 to 17.6% in 2027.
Report
| Aug 30, 2023
Our first-ever marketing and retail media survey explores the latest trends unfolding in Latin America, how the regional landscape will evolve, and the broader implications for ad buyers’ and retailers’ go-to-market strategies.
Report
| Aug 11, 2023
Historically traditional channels are being digitized, theoretically opening the door to more robust measurement. At the same time, third-party identifiers are being ousted in favor of identity solutions that preserve consumers’ privacy.
Report
| Aug 8, 2023
That share increases every year, after surpassing traditional media for the first time in 2017. Ten years ago, it was just 37.3%. Digital options for viewership (e.g., Netflix versus broadcast TV) and listenership (e.g., Spotify versus terrestrial radio) are now widely preferred. Social media has also been additive to total media time. Traditional formats continue their decline.
Report
| Jun 2, 2023
The thing about traditional media is it does provide that sort of top of funnel cover that helps create unaided brand awareness and things like that. Is there a way using social media to do similar kinds of activities? Is it more efficient to use social media platforms than to spend so much money on traditional media? Tiffani Montez:. I think it always comes down to who you're trying to attract.
Audio
| Nov 28, 2023
The 2023 upfront market will likely be the last one transacted primarily on Nielsen’s legacy currency. A shift from traditional TV to digital video advertising is the main factor driving this change.
Report
| May 17, 2023
Digital’s takeover of traditional media marches on in Latin America. Advertisers in Latin America continue to make digital formats an integral part of their media strategies and investments. But the rate at which they do so varies by country. Digital will represent more than half of all spending in Latin America.
Report
| May 10, 2023
On today's podcast episode, we discuss the likelihood that news influencers will replace traditional media, whether in-store sampling can make a comeback, how many ads are enough ads, what the science says about social media being addictive, why more brands don't encourage consumers to recycle, where daylight savings time actually comes from, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Bill Fisher and Carina Perkins.
Audio
| Nov 9, 2023
Chart
| Nov 30, 2023
Source: Interactive Advertising Bureau (IAB)
Chart
| Nov 30, 2023
Source: Interactive Advertising Bureau (IAB)
Chart
| Oct 9, 2023
Source: WordStream
Fewer Ad Dollars Will Go Toward Traditional Media. B2B traditional media ad spending will grow by 5.8% in 2022, to $17.72 billion. In 2019, prior to the pandemic, 71.0% of B2B ad spending went to traditional media. But by 2024, that share will drop to 51.0%. By then, B2B outlays on traditional media will total $19.22 billion.
Report
| Sep 19, 2022
Chart
| Sep 12, 2023
Source: VIOOH
Following two tough years, US OOH ad spending will near its pre-pandemic levels in 2022, as advertisers embrace traditional outdoor placements, particularly billboards.
Report
| Aug 31, 2022
With $9.15 billion in US ad spending going to OOH advertising this year (up 7% from last year) and an increasing portion of that spending going to digital (31.4% this year, rising to 40.4% by 2027), per our forecast, advertisers should be innovating on this somewhat traditional format. Here are three unique OOH ad activations.
Article
| Jul 10, 2023
Beyond static billboards: Though traditional outdoor signs still account for the majority of spending on out-of-home ads, digital formats are making gains.
Article
| Oct 19, 2022
NBCUniversal highlights Peacock at upfront: Media titan reflects the industry's digital tilt amidst picketing and leadership changes
Article
| May 16, 2023
On today's episode, we discuss whether watching TV with other people ruins the potential of targeted connected TV (CTV) ads, who's winning the CTV advertising race, and how CTV stacks up against traditional TV ad spending. "In Other News," we talk about Netflix's road map for video games and what to make of its 1 million user milestone for its ad tier. Tune in to the discussion with our analyst Paul Verna.
Audio
| Apr 7, 2023