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Traditional Advertising Market in the United States in 2021, by Medium ($ Million)

Industry: Advertising
Current: Market Sizing & Shares

Traditional advertising is segmented into Cinema, TV, Magazines, Newspapers, Outdoor and Radio advertising
The Traditional Advertising market in the US recorded a market size of $97,101 million in 2021, up from $92,031 million in 2020
The TV advertising market leads the advertising market in the US with a 59% market share i.e. $58,215 million in 2021

Traditional advertising refers to the use of media channels to advertise and broadcast commercial messages to a large number of people. Traditional advertising is segmented into Cinema, TV, Magazines, Newspapers, and Outdoor and Radio advertising. Traditional advertising, which includes television, radio, outdoor billboards, and print media, has been on the decline for some time as it struggles to find a place in an industry increasingly dominated by digital marketing. COVID-19 has intensified this tendency, as individuals have been confined to their homes due to lockdowns and have turned to mobile devices and streaming sites for news and entertainment.

The Traditional Advertising market in the US recorded a market size of $97,101 million in 2021, up from $92,031 million in 2020. The Radio advertising segment has a 12% market share in the traditional advertising market with $12,401 million in market size. The TV advertising market leads the advertising market in the US with a 59% market share i.e. $58,215 million in 2021. The Newspaper and Magazine advertising segment has a market share of 10% and 9%, respectively, in 2021.

Large multinational businesses such as Omnicom Group, WPP Plc, Interpublic, and Publicis Groupe SA dominate the US market. While there are other minor businesses, these four major firms control a considerable portion of the industry. The traditional advertising market is forecasted to slow down as the online advertising market captures more of the advertising market and budget.

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