Print Advertising - Americas

Americas

Highlights

Ad spending in the Print Advertising market in the Americas is forecasted to reach US$12.75bn in 2024.
The largest market within this market is Newspaper Advertising, with a market volume of US$7.30bn in 2024.
When looking at global comparisons, the United States is expected to lead in ad spending, reaching US$9.61bn in 2024.
By 2030, the number of readers in the Print Advertising market in the Americas is projected to reach 0.0users.
The average ad spending per reader in the Newspaper Advertising market is estimated to be US$42.85 in 2024.
Print advertising in the Americas is seeing a revival as businesses capitalize on the unique storytelling opportunities it offers in a digital-dominated market.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Print Advertising market in Americas is experiencing significant changes and developments in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors are all contributing to this evolving landscape. Customer preferences in the Print Advertising market in Americas have shifted towards digital platforms. With the rise of technology and the internet, consumers are increasingly turning to online sources for information and entertainment. This has led to a decline in print circulation and a decrease in print advertising revenue. Advertisers are recognizing the need to adapt to these changing preferences and are allocating more of their budget towards digital advertising channels. Trends in the market further reflect the shift towards digital advertising. Advertisers are investing in online platforms such as social media, search engines, and mobile apps to reach their target audience. These platforms offer more targeted and measurable advertising options, allowing advertisers to better track the effectiveness of their campaigns. Additionally, the ability to personalize and customize advertisements on digital platforms has become increasingly appealing to both advertisers and consumers. Local special circumstances also play a role in the development of the Print Advertising market in Americas. Each country in the region has its own unique characteristics and market dynamics. For example, in the United States, the market is highly competitive with a large number of media outlets and advertising agencies. This has led to a greater emphasis on innovation and creativity in print advertising campaigns to stand out from the crowd. In contrast, in countries with less developed media markets, print advertising may still hold a stronger position due to limited digital infrastructure and lower internet penetration rates. Underlying macroeconomic factors also influence the Print Advertising market in Americas. Economic growth and consumer spending power are key drivers of advertising expenditure. In countries experiencing economic downturns or recessions, advertisers may reduce their advertising budgets, leading to a decline in print advertising revenue. On the other hand, in countries with strong economic growth, advertisers may increase their spending on advertising to capitalize on the expanding consumer base. In conclusion, the Print Advertising market in Americas is undergoing significant changes and developments. Customer preferences for digital platforms, trends in the market towards online advertising, local special circumstances, and underlying macroeconomic factors all contribute to this evolving landscape. Advertisers must adapt to these changes and embrace digital advertising channels to effectively reach their target audience in the Americas.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on print advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in physical print editions (newspapers and magazines).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.