J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Get in touch with us nowOnline marketing & offline ad spend change according to CMOs in the U.S. 2012-2024
During a September 2024 survey among chief marketing officers (CMOs) from for-profit companies in the United States, respondents reported an average increase in digital marketing spending of 11.1 percent throughout the previous 12 months. Meanwhile, investments in traditional advertising were expected to rise 0.8 percent.
Marketing budgets and spending in the United States
In the past several years, U.S. marketing executives devoted on average between seven and 10 percent of their company’s revenues towards marketing budgets. As of September 2024, this figure stood at 7.7 percent. That was the lowest average share for an autumn edition of the CMO survey since 2018.
Online marketing's highlight
While spending on traditional media decreases in favor of digital channels, U.S. CMOs invested more and more in mobile marketing. As of March 2023, around one-fifth of CMOs' marketing budgets were allocated to mobile platforms, with a forecast for an increase in the following year.
