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.
[3 minute read]