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United States

The United States is by some distance the world’s biggest advertising market. Investment in digital media has grown rapidly, with mobile rising as investment in ‘desktop’ has plateaued. Investment in print advertising has declined, though TV has retained a share of overall adspend of more than 30%. The US ad market has traditionally seen a ‘quadrennial’ effect, when the presidential elections and Olympics combine to produce a spike in adspend.

Key Reading

Important papers from across the Warc database

his article explores Super Bowl advertising, explaining how it has changed over the last decade and describing how big brands have used their ad-spots effectively. It shows that today's Super Bowl ads have their own campaign starting 30 to 60 days before airing, with trailers, PR and social outreach leading up to launch.
comScore figures show that mobile advertising spending should rise to reflect consumer habits.
Predicted advertising expenditure across seven major media channels for the next two years.
These awards recognise excellence in strategic thinking that inspires creative work.
The Effie Awards champion the practice and practitioners of marketing effectiveness.

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