Smaller ad categories push overall US ad spend beyond 10 percent

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 22, 2021, 5:59 PM UTC

While the top ten ad categories grew 1.7% YoY last month, the rest expanded 23.4%.

US ad spending increased by 10.2% in September this year, compared to the same month in 2020. Digital makes for 57% of total ad spending. Digital spending had also increased from 48% in September 2020.

Digital ad expenditures rose 29% YoY. Traditional media spending, on the other hand, decreased by 9% during the same period. Smaller ad categories have driven most of the overall ad marketplaces growth.

The top ten ad categories grew 1.7% YoY last month. Other ad categories expanded 23.4%. TV spending went down by 13%, and out-of-home media spend rose by 69% YoY in September.

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