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Traditional Media Ad Spending
Overall
Source: EMARKETER Forecast, March 2026 - April 2026
Note: includes directories, magazines, newspapers, out-of-home, radio and TV
Additional Note: Ad spend figures for Argentina are converted using the average exchange rate of each year due to the devaluation of the Argentine peso against the US dollar: 2016, US$1=ARS 14.759587; 2017, US$1=ARS 16.548802; 2018, US$1=ARS 34.504754; 2019, US$1=ARS 54.801574; 2020, US$1=ARS 76.599377; 2021, US$1=ARS 98.810661; 2022, US$1=ARS 148.801624; 2023, US$1=ARS 401.879530; 2024, US$1=ARS 979.815279; 2025, US$1=ARS 1,243.368705; 2026, US$1=ARS 1,441.831261; 2027, US$1=ARS 1,625.643842; 2028, US$1=ARS 1,822.336628; 2029, US$1=ARS 1,959.050400; 2030, US$1=ARS 2,065.961535.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and eMarketer interviews with executives at ad agencies, brands, media publishers, and other industry leaders.