Online Ad Spending

Posted on 1/24/2012 by Jim Pickerell | Printable Version | Comments (0)

According to an eMarketer study, in 2012 U.S. marketers are expected to spend more on online advertising than on newspaper and magazine ads combined.
  2011 2012 2013 2014 2015 2016
Newspaper $20.70 $19.40 $15.30 $17.90 $17.40 $17.00
Magazine $15.30 $15.40 $18.40 $15.30 $15.20 $15.30
Total Print $36.00 $34.80 $33.70 $33.20 $32.60 $32.30
Online $32.00 $39.50 $46.50 $52.80 $57.50 $62.00
TV $60.70 $64.80 $65.60 $67.80 $68.90 $72.00
Dollar figures in billions

Marketers are expected to spend $39.5 billion this year – a 23.3% increase over 2011 – compared to $33.8 billion on print. Online ad revenues are expected to continue to grow through 2016 while magazine revenues remain flat and newspaper revenues continue to decline.

Over the next five year marketers are expected to continue cutting their print advertising budgets in order to grow their online presence. By 2016 total online ad revenue is expected to reach $62 billion while total print revenues will only be a little more than half of that figure at $32.3 billion. Given the current growth trends online ad revenues will probably exceed television revenues by the end of the decade.

In 2012 overall ad spending is expected to grow 6.7% to $169.5 billion. This growth will be due in large part to presidential campaign ads and increased mobile advertising. By 2016 total ad spending will reach nearly $200 billion with about one-third of that being for online ads.

Copyright © 2012 Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to:  


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