Advertising expenditure in North America stood at US$ 193.3bn in 2016, according to data from WARC. This represents year-on-year growth of 8.0% from 2015, when total spend amounted to US$ 179.0bn. North America has only just overtaken the level of advertising expenditure recorded before the global financial crash. It finally overtook its 2007 high of US$ 180.7bn in 2016.
When considering advertising expenditure in North America by media channel, data show that TV has consistently accounted for the majority share of spend since 2007. In 2016, TV accounted for US$ 70.2bn, equivalent to a 36.3% share. The next biggest channel in 2016 was mobile internet (US$ 38.4bn), closely followed by desktop internet on US$ 38.3bn – equivalent to shares of 19.9% and 19.8% respectively. Radio (US$ 15.3bn, 7.9% share) came next, followed by newspapers (US$ 13.9bn, 7.2% share), magazines (US$ 9.1bn, 4.7% share), out of home (US$ 7.3bn, 3.8% share) and lastly cinema (US$ 0.8bn, 0.4% share).
Back in 2007, newspapers was the second channel of choice for advertisers, when it took US$ 47.2bn, equivalent to a 26.1% share of total adspend. However, the channel has seen a dramatic decline in recent years, with spend falling by 18.9 percentage points (pp) since 2007. Newspapers accounted for just a 7.2% share of total adspend in 2016. Mobile and desktop internet have been the main beneficiaries of this fall (up 19.9pp and 7.4pp respectively).