Where $161.5 Billion is Going

The advertising industry saw a historic boom in 2021.

2022 is expected to be better.

The advertising industry is seeing this boom on both the national level and local level.

Local includes for example:

  • The overall local U.S. advertising market is expected to reach $161.5 billion – a 10.1 percent YoY growth.

Here is how it is broken down:

  • $84.6 billion will be traditional media – direct mail, TV, and Radio.
  • Digital media will be $76.8 billion. Google and Facebook will control over half of the spending. Google is $26.8 billion, Facebook $14.3 billion.
  • $7.5 billion will be political advertising for the 2022 election cycle.
  • Direct mail is expected to grow at a 20.7% rate in 2021.

Here is how it is broken down by media strategies:

  • Mobile: $34 billion. That’s 21% of total spend.
  • Direct Mail: $33.4 billion.

A rise in local radio advertising revenue in 2022 and is expected to generate $12.7 billion split between over-the-air ($11 billion) and digital ($1.7 billion).

Local television in 2022 will rise to $19.3 billion in OTA advertising, and $1.7 billion in digital; a sign of a strong $21 billion industry that delivers its audience for political campaigners.

The forecast covers all media, offering a comprehensive and authoritative view of all “local” advertising spent by national and regional companies, as well as small and medium-sized businesses.

Email me at craig@cdmginc.com and share your thoughts.