In 2024, retail media advertising spending in the United States will rise an estimated 22 percent, followed by a 12.5-percent increase rate in the following year. The only other medium with double-digit increase rates forecast for both years was connected TV (CTV): 20.7 percent in 2024 and 19 percent in 2025. The projections exclude political ad spending.
Change in advertising spending in the United States in 2024 and 2025, by medium
Characteristic
2024
2025
Retail
22%
12.5%
CTV
20.7%
19%
Other digital
8.8%
4.9%
OOH
3.3%
6.9%
Search
3.2%
6.7%
Cinema
0.5%
0.2%
Audio
-1.5%
0.2%
Print
-5.5%
-4.8%
Linear TV
-7.7%
-8%
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Next TV. (June 11, 2024). Change in advertising spending in the United States in 2024 and 2025, by medium [Graph]. In Statista. Retrieved May 07, 2025, from https://www.statista.com/statistics/466149/us-ad-spending-by-medium/
Next TV. "Change in advertising spending in the United States in 2024 and 2025, by medium." Chart. June 11, 2024. Statista. Accessed May 07, 2025. https://www.statista.com/statistics/466149/us-ad-spending-by-medium/
Next TV. (2024). Change in advertising spending in the United States in 2024 and 2025, by medium. Statista. Statista Inc.. Accessed: May 07, 2025. https://www.statista.com/statistics/466149/us-ad-spending-by-medium/
Next TV. "Change in Advertising Spending in The United States in 2024 and 2025, by Medium." Statista, Statista Inc., 11 Jun 2024, https://www.statista.com/statistics/466149/us-ad-spending-by-medium/
Next TV, Change in advertising spending in the United States in 2024 and 2025, by medium Statista, https://www.statista.com/statistics/466149/us-ad-spending-by-medium/ (last visited May 07, 2025)
Change in advertising spending in the United States in 2024 and 2025, by medium [Graph], Next TV, June 11, 2024. [Online]. Available: https://www.statista.com/statistics/466149/us-ad-spending-by-medium/
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