Americans are spending even lesser time with ad-supported media

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 12, 2022, 5:45 PM UTC

While time spent on ad-supported media in the US grew marginally last year, total advertising and marketing spend jumped by 8.7%.

Data from PQ Media has suggested that consumer time spent on ad-supported media might continue to fall over the coming years. Ad-supported media’s share of the total consumer time spent on media had reached its lowest point ever recorded in 2021.

Ad-supported media’s share of consumer time in the US dropped to 46.6% last year. The statistic for worldwide consumer time fell to 54.6%. Globally, consumer time spent with ad-supported media grew by 0.04%, and total advertising and marketing spend, by 7.2%, in 2021.

Ironically, spending by advertisers continues to rise. Although total time with ad-supported media grew during the pandemic, its share in overall consumer time spent has dropped. Similarly, ad cost inflation is expected to rise through 2025.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings

Read the original article

[3 minute read]