Ad Spending Benchmarks: Q4 2025

Forecasts and Insights for Total Media, Digital, Search, Retail Media, TV and CTV, and Social Network Ad Spending in the US

Report by Yoram Wurmser  | Nov 10, 2025

Ad Spending Benchmarks: Q4 2025

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Forecasts and Insights for Total Media, Digital, Search, Retail Media, TV and CTV, and Social Network Ad Spending in the US

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About This Report
This is the Q4 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.
Topics
Total Media Ad Spending
Digital Ad Spending
US

Our “Ad Spending Benchmarks” provide marketers with critical data to help them benchmark their own budget allocations with the market. In the Q4 2025 edition, the benchmarks focus on our latest US forecasts for total media, digital, search, retail media, TV and connected TV (CTV), and social network ad spending, with a slide deck devoted to each topic.

Total Media Ad Spending at a Glance
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Total Media Ad Spending at a Glance

authors

Yoram Wurmser

Contributors

Ross Benes
Senior Analyst
Rahul Chadha
Director, Report Editing
Vivian Dong
Forecasting Analyst
Zach Goldner
Senior Forecasting Analyst
Kyndall Krist
Senior Copy Editor
Madan Kumar
Copy Editor
Penelope Lin
Director, Data Visualization
Emma Noyes
Graphic Designer, Data Visualization
Oscar Orozco
Senior Director, Forecasting
Shelleen Shum
VP, Forecasting
Minda Smiley
Andrew Spink
Senior Forecasting Analyst
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Paul Verna
VP, Content
Max Willens