US ad spend to grow 4.3% in 2023, led by search

Celeste Huang

An overview of the US ad market in 2023.

The US advertising market will grow 4.3% to $305.3bn in 2023, slightly behind China, according to WARC’s latest regional advertising spend forecast. After a difficult 2022, China’s ad market is expected to achieve 5% growth, led by investment in social media. 

With a 12% year-on-year growth, search – forecasted to collect $99.5bn in 2023 – will continue its position as the channel with the highest ad spend in the US. Search took over linear TV by 2020, snatching $7.1bn additional ad dollars. This year, Googleis expected to draw two-thirds of forecasted global ad spend on...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands