US total media ad spending will reach $171.33 billion in 2013, up 3.8%, or more than $6 billion, from 2012. eMarketer expects a slight uptick in spending in 2014 as well, as marketers allocate more dollars toward the FIFA World Cup soccer tournament, the Winter Olympics and the US midterm elections. Mobile ad investments will continue to fuel growth, according to our latest forecast and the new eMarketer report, “US Ad Spending: 2013 Year-End Forecast and Comparative Estimates.”
In August 2013, eMarketer anticipated that paid media outlays by US advertisers would rise 3.6% in 2013 to total $171.01 billion. Higher-than-expected spending on digital and mobile ad formats for 2013 led to the increase in this forecast.
TV will continue to be the top recipient of ad investments through the end of the forecast period. Though expenditures are set to climb from $66.35 billion to $75.25 billion between 2013 and 2017, TV’s portion of total ad spending will drop from 38.7% to 37.9% during these years, as digital ad spending grows more quickly. In 2013, for the first time, spending by advertisers on television will have increased more slowly than total spending on paid media.
As for the rest of the traditional media world, the picture is a bit less rosy. Spending on newspaper, magazine and directory ads will decline through 2017, while growth of over-the-air radio ad expenditures will be relatively flat. Outdoor ad spending in the US will rise just above the 3.8% average gain for paid media ad dollars in 2013, at 4.2%.