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About
US Retail Industry Ad Spending 2024
Advertising’s Heavyweight Takes an Uncharacteristic Step Back
Retail has come off its lengthy run of outperforming overall US ad spend growth. While 2024 will go down as a year of moderate retrenchment—with growth dipping below the average for all US industries—the pace is set to pick up again in 2025 and 2026.
Key Question: What is the outlook for US retail industry ad spending through 2026?
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Key Stat: Retail digital ad spending will increase 10.6% YoY in 2024, the first time since 2018 that the top-spending industry will fall below the US average growth rate.
authors
Sky Canaves
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