2023
US Media Year-in-Review

 

Plan Media Like a Pro - With Insights Straight From Major Agency Spend & Pricing Data

2023 saw the continued shift toward Digital Media - but with a different flavor for each category and media type.

  • Programmatic sales have been rapidly gaining share, especially within OTT. Programmatic drove 20% of Digital Video vs. 19% last year.
  • Display/Print expanded slightly compared to 2022, while Retail Media propelled Search to gain a full point in the mix.
  • Consumer Packaged Goods (CPG), Pharmaceuticals, and Technology advertisers spent the most by Product Category Group in the Guideline Pool in 2023.
  • 2024 Q1 indicators are more than positive: February YoY spend reached a February goal since 2017.

The consensus among economists indicates that the recession threat has diminished from 2023 concerns, amid a basket of healthy economic indicators. Meanwhile, the Presidential Election and the Paris Summer Olympics, along with strong Linear performance in Entertainment, indicate ongoing competition and opportunity for advertisers and media owners, alike

For a deep dive on US Media trends, and an exclusive preview of 2024 Forward Bookings data, download the full Year-in-Review Report. 

 

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