US Ad Spending by Industry 2024

A Surge for Telecom, Big Money From Retail and CPG, and a Major Distortion Thanks to Politics

Several industry verticals will outpace the national average for digital ad spending growth in 2024, and an influx of political ad spending will create some unusual results. The industry-level spending splits between search, display, mobile, social, and traditional will be mostly familiar—but with a few surprises.

Key Question: Which US industries will spend the most on digital advertising this year and next, and which will grow spending the fastest?

Key Stat: Telecom will lead all industries in digital ad spending growth in 2024 at 20.9%. But equally notable will be the 19.5% growth from the “other” category, which includes political ad spending. Every four years, the political cycle dramatically skews the metrics.

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Table of Contents

  1. Executive Summary
  2. Telecoms, political players, and financial services firms are driving digital ad spending in 2024
  1. Among formats and devices, the tech categories lean on display and mobile, while travel does the opposite
  2. Retail, CPG, and media and entertainment lean into social network ad spending
  1. Political ad spending will distort industry ad spending on traditional media this year
  2. Media Gallery

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authors

Ethan Cramer-Flood

Contributors

Ross Benes
Senior Analyst
Donte Gibson
Senior Chart Editor
Zach Goldner
Forecasting Analyst
Kyndall Krist
Senior Copy Editor
Penelope Lin
Director, Data Visualization
Oscar Orozco
Director, Forecasting
Julia Woolever
Yoram Wurmser
Principal Analyst

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