US Ad Spending 2022

Ecommerce, Social Video, and CTV Trends Launch a New Era of Ad Spending

Report by Max Willens  | May 18, 2022

Worldwide Ad Spending 2022

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Table of Contents
Executive Summary
Key Points
Impact of the Ukraine Conflict and Market Instability
Advertising Surges Continue in 2022 After Early Pandemic Declines
Linear TV Finally Loses Its Crown
Watch Party: Inside the Social Video Boom
Surging Search Advertising
What Do These Forecasts Mean for Marketers in the US?
Read Next
Media Gallery
About This Report
Following a banner year, US ad spending in 2022 will be shaped by three key trends: Linear TV crossing the Rubicon, a billionaires’ club emerging in connected TV (CTV), and ecommerce ad spending enriching Google, Amazon, and a crop of newcomers in search and retail media.
Topics
Digital Ad Spending
Total Media Ad Spending
US
Table of Contents
Executive Summary
Key Points
Impact of the Ukraine Conflict and Market Instability
Advertising Surges Continue in 2022 After Early Pandemic Declines
Linear TV Finally Loses Its Crown
Watch Party: Inside the Social Video Boom
Surging Search Advertising
What Do These Forecasts Mean for Marketers in the US?
Read Next
Media Gallery

Executive Summary

With COVID-19's severity waning, linear TV ad spending will peak on a per-user basis in 2022, social media will move closer to becoming video-first, and ecommerce ad spending will nearly triple its 2019 peak.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. Who will win share of the budgets that once went to TV broadcasters and networks?
  2. Will Amazon and Walmart be joined by another major player in ecommerce ad spending?
  3. Will the momentum behind TikTok continue to grow?

WHAT’S IN THIS REPORT? Ad spending forecasts for digital and traditional channels, focused on linear TV, search, social media, and digital video. Supplemented with looks at adjacent areas, including connected TV (CTV) penetration and usage.

Total Media Ad Spending per Person in the US, 2018-2023
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KEY STAT: US ad spending per person will exceed $1,000 in 2022, rising more than 8% next year.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Impact of the Ukraine Conflict and Market Instability
  4. Advertising Surges Continue in 2022 After Early Pandemic Declines
  1. Linear TV Finally Loses Its Crown
  2. Watch Party: Inside the Social Video Boom
  3. Surging Search Advertising
  4. What Do These Forecasts Mean for Marketers in the US?
  1. Read Next
  2. Media Gallery

Charts in This Report

Total Media Ad Spending per Person in the US, 2018-2023Duopoly Share of Digital Ad Spending in the US, 2019-2024 (% of total digital ad spending)
Digital Video Ad Spending in the US, 2019-2024 (billions, % change, and % of digital ad spending)TV Ad Spending in the US, 2019-2024 (billions and % change)
Meta Ad Revenues in the US, 2019-2024 (billions and % change)TikTok Net Ad Revenues in the US, 2019-2024 (billions and % change)
Google Ad Revenues in the US, 2019-2024 (billions and % change)Net Search Ad Revenues in the US, by Company, 2019-2024 (billions)
Apple Net Ad Revenues in the US, 2019-2024 (billions, % change, and % of total search ad spending)

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authors

Max Willens

Contributors

Zach Goldner
Junior Forecasting Analyst
Peter Newman
Senior Forecasting Analyst
Paul Verna
Principal Analyst