E marketer the_global_media_intelligence_report-north_america_2013

THE
GLOBAL MEDIA
INTELLIGENCE
REPORT
North America
SEPTEMBER 2013
eMarketerTeam

The Global Media Intelligence Report: North America Copyright ©2013 eMarketer, Inc. All rights reserved. NA-1
North America
Both Canada and the US experienced economic
ups and downs in the past year. While the US
is still emerging from recession—and Canada
never fell into it—neither country has been
untouched by the continuing eurozone crisis
and a marked slowing of growth in Asia-Pacific—
notably, in China. But these worries have
done nothing to dent the pre-eminence of
North America’s advertising market. On the
contrary: The US and Canada will account for
$184.73 billion in ad expenditure this year,
eMarketer estimates, or 35.7% of the worldwide
total—a larger share than any other region and
a greater proportion than in 2012. Between
now and 2017, North America will continue to
represent the biggest-single component of the
global ad economy as regional spending on all
measured media passes $212 billion. That portion
will diminish marginally, though, as faster-growing
markets including Asia-Pacific and Latin America
gain share.
billions
Total Media Ad Spending Worldwide, by Region,
2011-2017
North America
Asia-Paciﬁc
Western
Europe
Latin America
Central &
Eastern Europe
Middle East &
Africa
Worldwide
2011
$170.86
$134.19
$110.22
$31.13
$19.33
$15.96
$481.68
2012
$178.27
$142.37
$109.01
$34.39
$20.99
$18.04
$503.07
2013
$184.73
$143.23
$110.21
$36.97
$22.67
$19.28
$517.10
2014
$191.94
$152.11
$112.69
$40.97
$24.41
$20.62
$542.73
2015
$197.97
$161.08
$114.94
$44.86
$26.07
$21.85
$566.77
2016
$205.91
$169.78
$117.12
$49.34
$27.71
$23.10
$592.97
2017
$212.44
$178.78
$119.23
$53.29
$29.31
$24.25
$617.31
Note: includes digital (online and mobile), directories, magazines,
newspapers, outdoor, radio and TV
Source: eMarketer, Aug 2013
162147 www.eMarketer.com
Inevitably, the scale of ad spending in the US dwarfs the
Canadian market. In 2013, US expenditure on advertising
is projected to reach $171.01 billion, compared with
$13.72 billion in Canada. In other words, the former will
account for an estimated $92.60 of every $100 spent on
advertising in the region. That share will remain essentially
constant throughout the forecast period.
billions
Total Media Ad Spending in North America,
by Country, 2011-2017
US
Canada*
North
America
2011
$158.26
$12.60
$170.86
2012
$165.03
$13.24
$178.27
2013
$171.01
$13.72
$184.73
2014
$177.76
$14.18
$191.94
2015
$183.35
$14.62
$197.97
2016
$190.86
$15.05
$205.91
2017
$196.95
$15.49
$212.44
newspapers, outdoor, radio and TV; *converted at the exchange rate of
US$1=C$1
The enormous size and unmatched maturity of the US
advertising industry ensure that ad spending per person is
among the highest anywhere. This year, advertisers in the
US will invest an estimated $540 for every individual in the
country—more than double the average in Western Europe
($265) and over seven times the global average of $73. In
Canada, average ad spending per person will be substantially
lower, but still impressive, at $397.
In the digital arena, North America also reigns supreme, thanks
to very robust internet penetration. Web usage is already
high: In 2013, 77.0% of the entire regional population will go
online at least once a month, eMarketer estimates. Within four
years, 80.1% of all residents will access the internet regularly.
Throughout the forecast period, web penetration in North
America will be about 9 percentage points higher than in
Western Europe and roughly twice the global average.
As new users join the online population and time spent with
digital platforms increases, digital ad budgets are still making
massive advances. This year, North American spending on
internet and mobile ads will rise 14.5%, to $45.44 billion,
eMarketer predicts—almost 39% of the total worldwide.
That share is shrinking, to some extent, as digital formats
gain ground in underdeveloped markets such as Central and
Eastern Europe, Latin America, and the Middle East and Africa.
But even in 2017, an estimated 37.9% of global expenditures
on internet and mobile ads will go toward targeting consumers
in the US and Canada.

North America
billions
Digital Ad Spending Worldwide, by Region and
Country, 2012-2017
North America
—US
—Canada
Asia-Paciﬁc
—China*
—Japan
—Australia
—South Korea
—India
—Indonesia
—Other
Western
Europe
—UK
—Germany
—France
—Italy
—Netherlands
—Spain
—Sweden
—Norway
—Denmark
—Finland
—Other
Central &
Eastern Europe
—Russia
—Other
Latin America
—Brazil
—Mexico
—Argentina
—Other
Middle East &
Africa
Worldwide
2012
$39.70
$36.80
$2.90
$30.58
$11.21
$9.59
$3.10
$1.87
$0.49
$0.14
$4.18
$25.76
$8.60
$5.05
$2.64
$1.52
$1.48
$1.14
$0.91
$0.79
$0.73
$0.31
$2.60
$3.70
$1.62
$2.08
$3.39
$2.08
$0.50
$0.31
$0.50
$0.91
$104.04
2013
$45.44
$42.26
$3.18
$33.76
$14.02
$8.83
$3.52
$2.02
$0.65
$0.24
$4.48
$28.39
$9.63
$5.65
$2.80
$1.65
$1.60
$1.15
$1.01
$0.85
$0.80
$0.35
$2.91
$4.55
$2.01
$2.54
$4.11
$2.49
$0.66
$0.31
$0.65
$1.35
$117.60
2014
$51.05
$47.58
$3.47
$37.77
$15.98
$9.49
$3.91
$2.18
$0.84
$0.42
$4.96
$31.37
$10.83
$6.22
$3.05
$1.83
$1.72
$1.24
$1.10
$0.91
$0.86
$0.37
$3.25
$5.28
$2.37
$2.91
$5.29
$3.19
$0.90
$0.33
$0.86
$1.86
$132.62
2015
$56.24
$52.49
$3.74
$41.78
$17.89
$10.06
$4.26
$2.31
$1.06
$0.72
$5.48
$33.79
$11.70
$6.59
$3.26
$2.05
$1.84
$1.36
$1.18
$0.97
$0.92
$0.39
$3.53
$5.97
$2.68
$3.29
$6.18
$3.67
$1.10
$0.36
$1.06
$2.42
$146.38
2016
$61.31
$57.30
$4.01
$45.83
$19.68
$10.60
$4.59
$2.43
$1.31
$1.19
$6.02
$36.09
$12.52
$6.94
$3.46
$2.28
$1.95
$1.47
$1.25
$1.03
$0.99
$0.41
$3.80
$6.50
$2.95
$3.56
$7.23
$4.29
$1.31
$0.38
$1.25
$3.06
$160.02
2017
$65.59
$61.35
$4.25
$50.18
$21.46
$11.13
$4.94
$2.56
$1.62
$1.90
$6.59
$38.25
$13.27
$7.29
$3.65
$2.51
$2.05
$1.57
$1.31
$1.08
$1.05
$0.42
$4.05
$7.03
$3.18
$3.84
$8.27
$4.89
$1.53
$0.40
$1.45
$3.80
$173.12
Note: includes advertising that appears on desktop and laptop computers
as well as mobile phones and tablets, and includes all the various formats
of advertising on those platforms; excludes SMS, MMS and P2P
messaging-based advertising; numbers may not add up to total due to
rounding; *excludes Hong Kong
Meanwhile, mobile platforms are increasingly central to media
strategies for the region’s advertisers and marketers. This is
hardly surprising, given ever-rising levels of mobile device
ownership and use. In 2013, 77.9% of US residents and 68.9%
of people living in Canada will own at least one mobile phone
and use it monthly, eMarketer estimates. In both countries,
more than half of all mobile users will have a smartphone this
year, and 52.6% of US web users will have a tablet. Mobile
seems all the more attractive for many advertisers because
several research studies have shown engagement and
response rates are often higher on phones and tablets than on
a PC or laptop.
In 2012 alone, ad spending on the mobile internet in Canada
and the US more than doubled, from around $1.38 billion in
2011 to over $4.27 billion. That propelled North America to the
top of the worldwide rankings for mobile internet expenditure,
surpassing Asia-Pacific. eMarketer predicts that mobile
internet ad outlays in North America will pass $7.72 billion in
2013 and top $29 billion within four years.
millions
Mobile Internet Ad Spending in North America,
by Country, 2011-2017
US
Canada*
North
America
2011
$1,317
$61
$1,378
2012
$4,140
$132
$4,272
2013
$7,433
$291
$7,724
2014
$11,563
$468
$12,031
2015
$16,496
$696
$17,192
2016
$22,021
$978
$22,999
2017
$27,803
$1,264
$29,067
Note: includes display (banners, video and rich media) and search; excludes
SMS, MMS and P2P messaging-based advertising; includes ad spending on
tablets; numbers may not add up to total due to rounding; *eMarketer
benchmarks its Canada mobile ad spending projections against the IAB
Canada data for which the last full year measured was 2011; in US$
Source: eMarketer, June 2013; conﬁrmed and republished, Aug 2013

North America
Brands in North America already devote a greater proportion
of their digital ad budgets to the mobile internet than their
counterparts elsewhere—an estimated 18.8% in 2013. In 2017,
mobile looks set to claim nearly half of all regional spending
on digital ads.
% of total
Mobile Internet Ad Spending Share of Total Digital
Ad Spending, by Region, 2011-2017
North America
Western Europe
Asia-Paciﬁc
Latin America
Middle East & Africa
Central & Eastern Europe
Worldwide
2011
4.0%
3.3%
7.9%
1.7%
1.7%
1.3%
4.6%
2012
10.8%
6.5%
8.8%
2.3%
2.3%
1.9%
8.5%
2013
18.8%
12.6%
12.3%
3.7%
3.7%
3.6%
14.2%
2014
26.1%
20.4%
15.5%
5.5%
4.6%
5.2%
19.8%
2015
33.9%
27.2%
19.4%
7.8%
5.7%
7.1%
25.6%
2016
41.5%
33.4%
22.9%
10.6%
7.2%
9.4%
31.0%
2017
49.1%
39.7%
26.0%
14.5%
8.9%
11.7%
36.3%
Note: includes display (banners, video and rich media) and search; excludes
SMS, MMS and P2P messaging-based advertising; includes ad spending on
tablets

Canada
■■ The Conservatives enjoy a majority in Canada’s parliament,
and according to the Economist Intelligence Unit (EIU),
opposition maneuvers are not likely to shake the
government during its current term, finishing in 2015.
Overall, the budget is expected to show a deficit, but “public
finances are healthier than in other large economies, and
the deficit is expected to decline at a moderate pace.”
This should enable the Bank of Canada to implement
“a gradual monetary tightening” from H2 2014. Noting
that national output rose 0.2% this past May—the fifth
consecutive month of growth—the EIU forecast a real
GDP increase of 1.7% in 2013, with higher rates expected
between 2014 and 2017. The International Monetary Fund
(IMF) has also predicted a rise of 1.7% this year and 2.2%
in 2014. The EIU did warn that the high indebtedness of
households in Canada would restrain consumer spending.
In addition, “the Canadian dollar is vulnerable to swings
in global risk appetite” and is forecast to weaken against
the US dollar in the near term. As a business environment,
Canada will remain the fourth-best globally, in the EIU’s
view. The country recently instituted some obstacles to
hiring temporary foreign workers, and tax regulations may
put some investors off. But these factors are more than
outweighed, said the EIU, by Canada’s “welcoming policy
on foreign investment, low levels of foreign trade and
exchange controls, political stability, and good opportunities
for financing.”
■■ For years, broadband has been a crucial part of Canada’s
communications infrastructure, chiefly because much of
the country’s relatively small population—34.6 million this
year, according to the US Census Bureau—is dispersed
across considerable distances. In 2013, Canada continues
to enjoy one of the world’s highest levels of broadband
provision. Fixed high-speed connections will reach more
than three-quarters (75.6%) of homes this year, eMarketer
estimates, and over 77% in 2017.
■■ Historically, broadband penetration has correlated closely
with use of the internet, and Canada was also in the
vanguard of mainstream web usage. eMarketer predicts that
77.5% of all residents will go online at least once per month
in 2013. In 2017, 78.7% will access the web regularly. The
online population is approaching a plateau, however, and
growth in the number of users will fall to 1.0% by the end of
the forecast period.
■■ With respect to traditional media, Canada has not seen
a significant behavioral shift between 2012 and 2013,
according to the Television Bureau of Canada and PMB Print
Measurement Bureau. Magazines, radio and television—
both free-to-air and paid subscription services—registered
only marginal changes in reach. Free-to-air TV maintained
the top position nationally, reaching 98.5% of homes, while
94.0% of households also had cable or satellite TV. Some
82.6% of residents 18 and older had listened to at least half
an hour of radio in the week before sampling this year—
slightly more than in 2012. Typically, consumers also spent a
good deal more time with television than with other media
platforms. PMB Print Measurement Bureau reported that
respondents consumed an average 21.4 hours of TV weekly,
compared with 13.8 hours devoted to radio and a modest
2.5 hours (per month, in this case) with magazines.
■■ Use of mobile phones is less common in Canada than
in the US, but eMarketer estimates that more than
two-thirds of the population will own such a device this
year—23.8 million residents in all. Between now and 2017,
3.3 million new owners will be added to that tally. Just over
one-third (35.1%) of all residents—51.0% of people with
mobile phones—will have a smartphone in 2013. By 2017,
nearly two-thirds (65.5%) of mobile phone users will own at
least one advanced handset.
■■ Canada will mark an important mobile milestone this year
as more than half (53.0%) of mobile phone owners go online
with their phone. The number of mobile phone internet
users will pass 12 million in 2013—an annual gain of
15.1%—and reach a projected 18.1 million in 2017. By that
year, over two-thirds of all mobile phone owners will use
their handset to access the web, equivalent to more than
half of all residents. According to PMB Print Measurement
Bureau, Canada’s adults spent an average 2.1 hours per
week on the mobile internet in early 2013.

Canada
■■ With respect to most media platforms, Canada is a mature
market. For that reason, we would expect relatively little
variation in gender, age and levels of affluence between
these media populations. For example, females are slightly
more numerous overall, so constituted just over half
(50.7%) of the TV audience in 2013, according to PMB Print
Measurement Bureau. Women also accounted for 51.4%
of Canada’s mobile phone users. Males did outnumber
females among radio listeners and newspaper readers,
however. Around one-third of most audiences were from
affluent households (with annual earnings of at least
CA$100,000—equivalent to US$100,000 in 2012), and
between 9% and 11% typically came from the lowest
income level. (Editor’s note: Unless otherwise noted, all
further dollar amounts in the “Canada” section of this report
are in Canadian dollars, which have been approximately
on par with US dollars during the past 18 months.) Only
two media populations deviated markedly from these
norms: TV viewers, who included a greater proportion
from low-income homes, and internet users, who
claimed a slightly higher percentage from the top two
income brackets.
■■ As in most countries around the world, males were more
likely to be involved with advanced mobile usage. For
example, men formed the majority of Canada’s smartphone
owners (51.9%) and mobile web users (52.5%), PMB Print
Measurement Bureau found—though the gender gap had
diminished since 2012 in both cases. Interestingly, there was
no comparable disparity among residents with touchscreen
tablets and ereaders—amounting to one in five of the
18-and-older population in early 2013. This was by far the
most well-to-do audience, though: 49.4% of tablet and
ereader owners belonged to affluent households.
■■ Social networking appeals to all age brackets and
socioeconomic groups in Canada. According to comScore
Media Metrix, 20.0% of social networkers earlier this year
were under 18, while 18.4% were ages 55 and older. Nearly
one-third (32.5%) belonged to affluent households, with
annual income of $100,000 or more, while 36.9% came from
homes earning less than $60,000. Similarly, the online social
audience was divided almost precisely between males
and females. eMarketer estimates that 51.2% of the entire
population will visit a social network at least once per month
in 2013. Of those, the overwhelming majority—93.9%—will
use Facebook. That proportion will slip, but only marginally,
during the next four years. We predict that in 2017,
18.5 million web users in Canada will have a Facebook
account and check in at least monthly.
■■ Though many consumers are in debt and reining in personal
spending, the general buoyancy and upward trajectory
of the Canadian economy provide a real stimulus for
advertisers to invest. Total ad expenditure will grow by more
than double the rate of GDP in 2013, eMarketer estimates,
rising 3.6% to $13.72 billion. Annual gains will decline
gradually, but we project outlays on all measured media will
reach $15.49 billion in 2017. Forecasts for current-year ad
spending from GroupM and MAGNA GLOBAL are also above
$13.0 billion. The lowest recent estimate, of $11.9 billion, is
from ZenithOptimedia.
■■ Investment in online and mobile ad formats will be 9.5%
higher this year than in 2012. Double-digit growth may be
a thing of the past, but expenditure on digital ads will climb
to an estimated $3.18 billion in 2013 and pass $4 billion in
2016, eMarketer forecasts. Spending on mobile internet ads,
the least mature segment of the market, will undergo the
most impressive expansion; we estimate that outlays in this
category jumped by 115.1% in 2012—and it will see its
best-ever performance this year, rising 120.1% to
$290.5 million. Within four years, spending on mobile web
ads is expected to top $1.26 billion.
■■ ZenithOptimedia’s “Advertising Expenditure Forecasts”
presented a somewhat different scenario, partly because
this publication defines digital advertising rather differently
than eMarketer. According to this source, Canadian
spending on digital ads—including search, display,
classifieds, email, mobile and video—is still growing by
more than 13% annually. This year, digital will come close to
rivaling expenditure on TV ads and will overtake television
ad outlays in 2014. ZenithOptimedia put digital ad spending
at US$3.56 billion in 2013, equivalent to approximately
29.8% of investments in all measured media in Canada. By
contrast, we expect ads on digital platforms to constitute no
more than 23.2% of total Canadian ad dollars this year.

Canada
POPULATION
millions
Population in Canada, 2010-2017
2010
33.8
2011
34.0
2012
34.3
2013
34.6
2014
34.8
2015
35.1
2016
35.4
2017
35.6
Note: population as of July for each year
Source: US Census Bureau, International Data Base, June 2012
MEDIA
% of population
Media Penetration in Canada, 2012 & 2013
TV households
99.0%
98.5%
Cable/satellite TV households
93.0%
94.0%
Radio listeners (1)
82.1%
82.6%
Internet users (1)
75.4%
77.8%
Magazine readers (2)
75.5%
74.4%
Mobile phone owners (3)
68.6%
68.9%
Newspaper readers (4)
58.8%
Social network users (5)
49.3%
51.2%
Mobile internet users (6)
32.0%
36.5%
Smartphone owners (7)
30.6%
35.1%
Tablet owners (8)
20.5%
2012 2013
Note: (1) ages 18+; used at least 1/2 hour in the past week; (2) ages 18+;
read in the past month; (3) individuals of any age who own at least one
mobile phone; use once per month; (4) ages 18+; read 1+ daily newspapers
in the average week; (5) use a social network site via any device at least
once per month; (6) mobile phone users of any age who access the
internet from a mobile browser or an installed app at least once per month;
use of SMS/MMS is not considered mobile internet access; (7) individuals
of any age who own at least one smartphone; use once per month; (8)
ages 18+; own a touchscreen tablet or ereader
Source: eMarketer, 2013; PMB Print Measurement Bureau, Spring 2013;
Television Bureau of Canada, "TV Basics, 2012-2013," 2013; provided by
Starcom MediaVest Group, June 1, 2013

Canada
hours
Average Time Spent with Media per Week in Canada,
2013
TV 21.4
Radio 13.8
Internet 11.9
Magazines*2.5
Mobile internet2.1
Note: ages 18+; *per month
Source: PMB Print Measurement Bureau, Spring 2013; provided by Starcom
MediaVest Group, June 1, 2013
% of total
Demographic Proﬁle of Media Users in Canada, 2013
Gender
Female
Male
Age
13-17 -- - --
18-24
25-34
35-44
45-54
55-64
65+
Household income (C$)
<25K
25K-50K
50K-75K
75K-100K
100K+
50.1%
50.0%
14.9%
20.9%
19.7%
19.9%
15.1%
9.6%
9.2%
18.5%
19.4%
17.1%
35.8%
51.4%
48.6%
12.5%
19.0%
17.1%
18.2%
14.6%
12.6%
8.8%
19.3%
19.7%
16.6%
35.7%
50.7%
49.3%
11.5%
16.6%
16.8%
19.4%
17.1%
18.7%
12.6%
21.6%
19.5%
15.4%
30.9%
49.8%
50.2%
11.6%
17.8%
17.6%
20.1%
16.9%
16.0%
11.2%
20.5%
19.3%
16.2%
32.8%
53.5%
46.5%
12.4%
17.4%
17.1%
19.4%
16.9%
16.8%
11.2%
20.2%
19.3%
15.8%
33.5%
48.4%
51.6%
6.1%
11.8%
15.7%
15.5%
19.0%
18.4%
19.7%
10.7%
21.4%
19.5%
15.9%
32.5%
Note: numbers may not add up to 100% due to rounding; *used at least 1/2
hour in the past week; **read in the past month; ***read a daily
newspaper in the past week
Mobile phone users
TV viewers*
Internet users* Radio listeners*
Magazine readers**
Newspaper readers***
INTERNET
millions, % of population and % change
Internet Users and Penetration in Canada, 2011-2017
2011
26.0
76.5%
1.6%
2012
26.4
77.0%
1.5%
2013
26.8
77.5%
1.4%
2014
27.1
77.9%
1.3%
2015
27.4
78.2%
1.1%
2016
27.8
78.5%
1.1%
2017
28.0
78.7%
1.0%
Internet users % of population % change
Note: individuals of any age who use the internet from any location via any
device at least once per month
Source: eMarketer, April 2013
Comparative Estimates: Internet Users and
Penetration in Canada, 2012-2017
Internet users (millions)
eMarketer, April 2013 (1)
GroupM, March 2013 (2)
Cisco Systems, May 2013
Jefferies, Sep 2012
comScore Inc., March 2013 (3)
Internet penetration (% of population)
PMB Print Measurement
Bureau, June 2013 (5)
eMarketer, April 2013 (1)
ITU, June 2013 (4)
2012
26.4
21.5
29.0
27.8
25.5
75.4%
77.0%
86.8%
2013
26.8
22.2
-
-
-
77.8%
77.5%
-
2014
27.1
-
-
-
-
-
77.9%
-
2015
27.4
-
-
-
-
-
78.2%
-
2016
27.8
-
-
-
-
-
78.5%
-
2017
28.0
-
33.0
-
-
-
78.7%
-
Note: (1) individuals of any age who use the internet from any location via
any device at least once per month; (2) ages 18+; (3) ages 15+; home and
work locations; three-month average for Q4 of each year; (4) includes those
using the internet from any device (including mobile phones) in the past 12
months; (5) ages 18+; used at least 1/2 hour in the past week
Source: eMarketer, April 2013; various, as noted, 2012 & 2013

Canada
AgeGender
% of total
Demographic Profile of Internet Users in Canada, 2013
Female
50.1%
Male
50.0%
18-24
14.9%
25-34
20.9%
35-44
19.7%
45-54
19.9%
55-64
15.1%
65+
9.6%
<25K
9.2%
25K-50K
18.5%
50K-75K
19.4%75K-
100K
17.1%
100K+
35.8%
Note: used at least 1/2 hour in the past week; numbers may not add up to
100% due to rounding
Fixed Broadband Households and Subscriptions
in Canada, 2011-2017
Households (millions)
—% change
—Household penetration
Subscriptions (millions)
—% change
2011
10.3
2.9%
73.6%
11.6
3.5%
2012
10.6
2.9%
75.0%
11.8
1.7%
2013
10.8
1.9%
75.6%
12.0
1.7%
2014
11.0
1.9%
76.2%
12.1
0.8%
2015
11.2
1.8%
76.8%
12.2
0.7%
2016
11.3
1.2%
77.0%
12.3
0.7%
2017
11.5
1.1%
77.1%
12.4
0.7%
Note: includes connections with permanent access to the internet via cable
modem, DSL, fiber and wireless/satellite technologies; excludes mobile
Comparative Estimates: Fixed Broadband Households
and Penetration in Canada, 2012 & 2013
Fixed broadband households (millions)
GroupM, March 2013
eMarketer*, April 2013
Fixed broadband household penetration (% of households)
GroupM, March 2013
PwC, June 2012
eMarketer*, April 2013
2012
10.7
10.6
80.0%
78.2%
75.0%
2013
11.0
10.8
82.0%
81.6%
75.6%
Note: *includes connections with permanent access to the internet via
cable modem, DSL, fiber and wireless/satellite technologies; excludes
mobile
Source: eMarketer, April 2013; various, as noted, 2012 & 2013
Social Network Users and Penetration in Canada,
2011-2017
Social network
users (millions)
—% change
—% of internet users
—% of population
2011
16.1
6.8%
62.0%
47.4%
2012
16.9
4.7%
64.0%
49.3%
2013
17.7
4.6%
66.0%
51.2%
2014
18.5
4.4%
68.0%
53.0%
2015
18.9
2.6%
69.0%
54.0%
2016
19.4
2.6%
70.0%
55.0%
2017
19.9
2.4%
71.0%
55.9%
Note: internet users who use a social network site via any device at least
once per month
% of internet users
Comparative Estimates: Social Network User
Penetration in Canada, 2012
GlobalWebIndex, Feb 2013
eMarketer, April 2013
Ipsos OTX, Jan 2013
2012
74.0%
64.0%
64.0%
Usage
-
Use via any device at
least once per month
least 1 hour per day
Age
-
All ages
18-64
Source: eMarketer, April 2013; various, as noted, 2013
% of total
Demographic Profile of Social Network Users
in Canada, 2013
Note: monthly unique visitors to social network sites; average for
Jan-March; numbers may not add up to 100% due to rounding
Source: comScore Media Metrix, 2013; provided by Starcom MediaVest
Group, June 1, 2013
AgeGender
Female
50.2%
Male
49.8% 18-24
12.3%
<18
20.0%
25-34
17.1%
35-44
15.9%
45-54
16.3%
55-64
11.3%
65+
7.1%
<60K
36.9%
60K-
75K
13.4%
75K-
100K
17.3%
100K+
32.5%

Canada
Facebook Users and Penetration in Canada, 2011-2017
Facebook users
(millions)
—% change
—% of social
network users
—% of population
2011
15.4
7.0%
95.2%
59.0%
45.1%
2012
16.1
4.9%
95.3%
61.0%
47.0%
2013
16.6
3.1%
93.9%
62.0%
48.1%
2014
17.1
2.9%
92.6%
63.0%
49.1%
2015
17.6
2.8%
92.8%
64.0%
50.0%
2016
18.0
2.7%
92.9%
65.0%
51.0%
2017
18.5
2.5%
93.0%
66.0%
51.9%
Note: internet users who access their Facebook account via any device at
MOBILE
Mobile Connections in Canada, 2011-2017
2011
26.0
76.4%
6.1%
2012
27.3
79.6%
5.0%
2013
28.4
82.2%
4.0%
2014
29.5
84.7%
3.9%
2015
30.5
86.9%
3.4%
2016
31.3
88.5%
2.6%
2017
32.0
89.8%
2.2%
Mobile connections % of population % change
Note: data is for Dec of each year; includes the total number of mobile
connections, for mobile phones as well as for nonvoice devices, such as
internet access devices (e.g., wireless modem cards, netbooks and mobile
Wi-Fi hotspots), ereaders, tablets and telematics systems
Source: eMarketer, May 2013
Comparative Estimates: Mobile Connections and
Penetration in Canada, 2012-2017
Mobile connections (millions)
Yankee Group, Aug 2013
eMarketer*, May 2013
Datamonitor, Aug 2012
CWTA**, April 2013
ITU, June 2013
Mobile connection penetration (% of population)
eMarketer*, May 2013
ITU, June 2013
2012
-
27.3
26.0
26.9
26.3
79.6%
75.7%
2013
30.1
28.4
26.0
-
-
82.2%
-
2014
31.0
29.5
27.0
-
-
84.7%
-
2015
32.0
30.5
28.0
-
-
86.9%
-
2016
32.6
31.3
28.0
-
-
88.5%
-
2017
33.3
32.0
-
-
-
89.8%
-
Note: *data is for Dec of each year; **based on company reports
Source: eMarketer, May 2013; various, as noted, 2012 & 2013
Mobile Phone Users in Canada, 2011-2017
2011
21.8
64.0%
5.8%
2012
22.8
66.6%
4.9%
2013
23.8
68.9%
4.3%
2014
24.8
71.2%
4.1%
2015
25.7
73.2%
3.7%
2016
26.5
75.0%
3.2%
2017
27.1
76.0%
2.1%
Mobile phone users % of population % change
Note: individuals of any age who own at least one mobile phone and use
the phone(s) at least once per month
AgeGender
Female
51.4%
Male
48.6%
18-24
12.5%
13-17
6.1%
25-34
19.0%
35-44
17.1%
45-54
18.2%
55-64
14.6%
65+
12.6%
<25K
8.8%
25K-50K
19.3%
50K-75K
19.7%75K-
100K
16.6%
100K+
35.7%
% of total
Demographic Proﬁle of Mobile Phone Users in Canada,
2013
Note: includes smartphones; numbers may not add up to 100% due to
rounding

Canada
millions and % of mobile phone users
Smartphone Users in Canada, 2011-2017
2011
8.3
38.0%
2012
10.5
46.0%
2013
12.1
51.0%
2014
14.0
56.5%
2015
15.3
59.5%
2016
16.5
62.1%
2017
17.7
65.5%
Smartphone users % of mobile phone users
Note: individuals of any age who use a smartphone at least once per month
% of total
Demographic Proﬁle of Smartphone Users in Canada,
2013
Note: numbers may not add up to 100% due to rounding
AgeGender
Male
51.9%
Female
48.1%
18-24
18.5%
13-17
7.3%
25-34
25.1%35-44
20.0%
45-54
16.6%
55-64
9.4%
65+
3.2%
<25K
5.7%
25K-50K
13.7%
50K-75K
19.5%
75K-
100K
17.1%
100K+
43.9%
Mobile Phone Internet Users and Penetration
Mobile phone internet
users (millions)
—% change
—% of mobile
phone users
—% of population
2011
8.7
28.2%
40.0%
25.6%
2012
11.0
25.9%
48.0%
32.0%
2013
12.6
15.1%
53.0%
36.5%
2014
14.5
14.9%
58.5%
41.7%
2015
15.8
9.0%
61.5%
45.0%
2016
17.0
7.4%
64.0%
48.0%
2017
18.1
6.9%
67.0%
50.9%
Note: mobile phone users of any age who access the internet from a
mobile browser or an installed application at least once per month; use of
SMS/MMS is not considered mobile internet access
% of total
Demographic Proﬁle of Mobile Phone Internet Users
in Canada, 2013
Note: accessed 1+ minutes in past week; numbers may not add up to
100% due to rounding
AgeGender
Male
52.5%
Female
47.5%
18-24
18.9%
13-17
10.4%
25-34
25.9%
35-44
19.9%
45-54
14.7%
55-64
8.1%
65+
2.2%
<25K
5.5%
25K-50K
14.3%
50K-75K
18.9%
75K-
100K
18.0%
100K+
43.3%

Canada
% of total
Demographic Proﬁle of Tablet Owners in Canada, 2013
Note: includes touchscreen tablets or ereaders; numbers may not add up
to 100% due to rounding
AgeGender
Female
50.1%
Male
49.9%
18-24
11.0%
25-34
20.7%
35-44
21.9%
45-54
20.3%
55-64
14.8%
65+
11.2%
<25K
4.3%
25K-50K
11.5%
50K-75K
17.4%
75K-
100K
17.4%
100K+
49.4%
AD SPENDING
billions of C$ and % change
Total Media Ad Spending in Canada, 2011-2017
2011
C$12.60
5.0%
2012
C$13.24
5.1%
2013
C$13.72
3.6%
2014
C$14.18
3.3%
2015
C$14.62
3.1%
2016
C$15.05
3.0%
2017
C$15.49
2.9%
Total media ad spending % change
newspapers, outdoor, radio and TV; converted at the exchange rate of
US$1=C$1; CAGR (2012-2017)=3.2%
Comparative Estimates: Total Media Ad Spending
Total ad spending (billions)
eMarketer*, Aug 2013
GroupM**, Aug 2013
MAGNA GLOBAL, June 2013
ZenithOptimedia***, June 2013
Total ad spending growth (% change)
eMarketer, Aug 2013
Carat, March 2013
Warc Consensus, June 2013
ZenithOptimedia, June 2013
GroupM, Aug 2013
Nielsen, April 2013
MAGNA GLOBAL, June 2013
2012
$13.2
$13.7
-
$11.6
5.1%
2.6%
-
3.4%
3.5%
2.2%
-
2013
$13.7
$13.9
$13.1
$11.9
3.6%
3.4%
3.3%
2.7%
2.0%
-
-
2014
$14.2
-
$13.4
$12.5
3.3%
3.9%
-
4.3%
1.9%
-
2.3%
2015
$14.6
-
-
$13.0
3.1%
-
-
4.5%
-
-
-
Note: in US$; *converted at the exchange rate of US$1=C$1; **converted
to US$ based on varying local currency rates for each year; ***converted
at the exchange rate of US$1=C$0.96
Source: eMarketer, Aug 2013; various, as noted, 2013
millions and % change
Ad Spending in Canada, by Media, 2010-2015
TV
—% change
Digital*
—% change
Newspapers
—% change
Radio
—% change
Magazines
—% change
Outdoor/transport
—% change
Total
—% change
2010
$3,516
9.3%
$2,361
23.6%
$2,180
3.6%
$1,573
3.3%
$645
2.5%
$499
15.8%
$10,774
9.8%
2011
$3,685
4.8%
$2,755
16.7%
$2,043
-6.3%
$1,633
3.8%
$631
-2.2%
$498
-0.3%
$11,245
4.4%
2012
$3,620
-1.8%
$3,126
13.5%
$2,109
3.2%
$1,659
1.6%
$609
-3.5%
$502
0.8%
$11,624
3.4%
2013
$3,571
-1.4%
$3,560
13.9%
$2,016
-4.4%
$1,685
1.6%
$595
-2.2%
$510
1.7%
$11,937
2.7%
2014
$3,619
1.4%
$4,051
13.8%
$1,951
-3.2%
$1,727
2.5%
$586
-1.6%
$522
2.2%
$12,455
4.3%
2015
$3,619
0.0%
$4,609
13.8%
$1,889
-3.2%
$1,778
3.0%
$592
1.0%
$534
2.4%
$13,022
4.5%
Note: in US$; converted at the exchange rate of US$1=C$0.96; numbers
may not add up to total due to rounding; *classiﬁeds, display (includes
on-page awareness campaigns and sponsorships), email, mobile, search
and video
Source: ZenithOptimedia, "Advertising Expenditure Forecasts," June 2013;
provided by Starcom MediaVest Group, June 2013

Canada
billions of C$ and % change
Digital Ad Spending in Canada, 2011-2017
2011
C$2.59
16.2%
2012
C$2.90
12.0%
2013
C$3.18
9.5%
2014
C$3.47
9.0%
2015
C$3.74
8.0%
2016
C$4.01
7.0%
2017
C$4.25
6.0%
Digital ad spending % change
Note: includes classiﬁeds and directories, display (banners, direct
response/lead generation, rich media, sponsorships), email (embedded
ads only), search and video; includes mobile; CAGR (2012-2017)=7.9%;
converted at the exchange rate of US$1=C$1
Comparative Estimates: Digital Ad Spending
Digital ad spending (billions)
PwC*, June 2013
ZenithOptimedia**, June 2013
eMarketer*, Aug 2013 $4.2
GroupM***, Aug 2013
BCG, March 2012
Digital ad spending growth (% change)
PwC, June 2013
eMarketer, Aug 2013
GroupM, Aug 2013
IAB Canada, Sep 2012
2012
$3.2
$3.1
$2.9
$2.9
-
17.6%
13.5%
12.0%
9.7%
10.0%
2013
$3.8
$3.6
$3.2
$3.1
-
16.0%
13.9%
9.5%
7.9%
-
2014
$4.3
$4.1
$3.4
$3.2
-
15.2%
13.8%
9.0%
5.0%
-
2015
$4.9
$4.6
$3.7
-
-
14.2%
13.8%
8.0%
-
-
2016
$5.6
-
$4.0
-
$3.8
13.8%
-
7.0%
-
-
2017
$6.4
-
-
-
13.2%
-
6.0%
-
-
Note: in US$; *converted at the exchange rate of US$1=C$1; **converted
at the exchange rate of US$1=C$0.96; ***converted to US$ based on
varying local currency rates for each year
Source: eMarketer, Aug 2013; various, as noted, 2012 & 2013
millions of C$
Digital Ad Spending in Canada, by Format, 2010-2015
2010 2011 2012 2013 2014 2015
Search C$907 C$1,081 C$1,240 C$1,400 C$1,560 C$1,720
Display* C$688 C$840 C$932 C$1,026 C$1,149 C$1,287
Classiﬁeds C$587 C$576 C$576 C$582 C$588 C$593
Mobile C$47 C$74 C$130 C$215 C$310 C$435
Video C$37 C$73 C$124 C$200 C$290 C$400
Email C$11 C$13 C$12 C$11 C$10 C$10
Total C$2,277 C$2,657 C$3,014 C$3,433 C$3,906 C$4,445
Note: numbers may not add up to total due to rounding; *includes on-page
awareness campaigns and sponsorships
millions of C$ and % change
Mobile Internet Ad Spending in Canada, 2011-2017
2011
C$61.37
79.6%
2012
C$132.00
115.1%
2013
C$290.50
120.1%
2014
C$467.50
60.9%
2015
C$696.00
48.9%
2016
C$977.90
40.5%
2017
C$1,264.20
29.3%
Mobile internet ad spending % change
Note: eMarketer benchmarks its Canada mobile internet ad spending
projections against the IAB Canada data for which the last full year
measured was 2011; includes display [banners and text links, tenancies,
video (pre-, mid-, post-roll and in-game)], paid search and other; converted
at the exchange rate of US$1=C$1; CAGR (2012-2017)=57.1%

Canada
Comparative Estimates: Mobile Ad Spending in Canada,
2012-2017
Mobile ad spending (millions)
ZenithOptimedia*,
June 2013
PwC*, June 2013
Mobile ad spending growth (% change)
eMarketer, Aug 2013
ZenithOptimedia,
June 2013
PwC, June 2013
2012
$132.0
$130.0
$113.0
115.1%
75.7%
52.7%
2013
$290.5
$215.0
$140.0
120.1%
65.4%
23.9%
2014
$467.5
$310.0
$173.0
60.9%
44.2%
23.6%
2015
$696.0
$435.0
$211.0
48.9%
40.3%
22.0%
2016
$977.9
-
$257.0
40.5%
-
21.8%
2017
$1,264.2
-
$311.0
29.3%
-
21.0%
Note: in US$; *converted at the exchange rate of US$1=C$1
Source: eMarketer, Aug 2013; various, as noted, 2013
millions of C$, % change and % of digital ad spending
Social Network Ad Spending in Canada, 2012-2015
2012
C$197.5
35.8%
6.8%
2013
C$267.1
35.3%
8.4%
2014
C$325.8
22.0%
9.4%
2015
C$396.8
21.8%
10.6%
Social network ad spending
% change % of digital ad spending
Note: includes display, search, video and other forms of paid advertising
appearing within social networks, social games and social applications;
excludes spending by marketers that goes toward developing or
maintaining social network proﬁle pages or branded applications;
converted at the exchange rate of US$1=C$1
Source: eMarketer, Sep 2013

United States
■■ The US Congress is sharply divided, with Republicans
controlling the House of Representatives and Democrats
in charge in the Senate. As the EIU noted, the parties’ bitter
rivalry will ensure that many policy matters are unresolved, at
least until after midterm elections in 2014. Another round of
potentially vitriolic budget negotiations will take place before
the new fiscal year begins in October. Congress must also
debate an increase in the federal debt ceiling. The Federal
Reserve Board surprised many by announcing in September
that it would not yet scale back its program of quantitative
easing; this move will temper EIU concerns about
“excessively rapid and ill-designed” cuts to federal spending.
Revenues rose by 14% in the first 10 months of the 2013
fiscal year, according to the EIU, and spending fell by 4%. As
a result, “the fiscal deficit is expected to narrow from 6.8%
of GDP in 2012 to 4% in 2013.” The EIU forecast GDP growth
of 1.6% in 2013 and a sunnier outlook in following years,
with annual rises averaging 2.3% between 2013 and 2017.
Similarly, the IMF’s July 2013 update to its “World Economic
Outlook” report projected a 1.75% gain in US GDP this year,
firming to 2.75% in 2014. The same source commented:
“Private demand should remain solid, given rising household
wealth owing to the housing recovery, and still supportive
financial conditions.” This past August, the EIU reported that
the US economy was demonstrating “remarkable resilience
to the 2013 fiscal tightening. [Growth will accelerate] into
2014, as high household indebtedness and tight credit
conditions ease further.” Unemployment fell to 7.3% in
August, the lowest level in over 4.5 years, according to the
US Department of Labor Bureau of Labor Statistics.
The US is gaining marginally in the EIU’s business
environment rankings due to its “open and transparent”
policies on private enterprise and competition, and the
lack of restrictions on foreign investment. At the same
time, “concerns about overindebtedness, security risks,
strained international relations, an ineffective Congress
and long-standing problems with political lobbying will
weigh on the US’s ranking.” The EIU also highlighted issues
surrounding “the adequacy of financial regulation” and the
burden of taxes, which have risen in 2013. The population
of the US will expand by about 3 million this year and total
316.7 million, according to the US Census Bureau.
■■ TV remains an enormous cultural force in the US. In its
“Survey of the American Consumer—Doublebase,” GfK
MRI reported that 92.0% of residents ages 18 and older
watched free-to-air TV in the week prior to early-2013
polling, while 82.0% had watched cable television within the
same timeframe.
■■ Other traditional media experienced mixed fortunes. The
proportion of adults ages 18 and older who listened to
radio for at least half an hour in any daypart stood at 82.0%,
according to GfK MRI. In early 2013, 91.0% of adults had read
at least one magazine in the preceding six months, yet just
43.0% had read any newspaper during the same period. As
in previous years, newspapers are seeing significant attrition
as digital media continue to supplant an older format.
■■ Digital platforms did make an extremely strong showing, GfK
MRI found. In early 2013, an estimated 96.0% of US adults
had a mobile phone, and 58.0% accessed the internet via
such a device. A majority of respondents owned at least one
smartphone, too, with penetration reaching 53.0%.
eMarketer estimates that 77.9% of the entire US
population—nearly 247 million residents—will use a mobile
phone at least once per month this year. The majority of
this group will own a smartphone as numbers rise 15.3%,
to 140.0 million. In 2014, half of all residents are expected
to have a smartphone and use it at least once a month.
According to GfK MRI, there were equal numbers of male
and female smartphone users in early 2013.
■■ For many consumers, a smartphone offers the easiest
access to the mobile web. But many feature phones also
allow users to go online. eMarketer expects 58.1% of all
mobile phone owners in the US to access the internet on
such a device this year. By 2017, more than 210 million
people will go online regularly via mobile—64.4% of the
entire population.
■■ Interestingly, overall internet penetration in the US did not
change between 2012 and early 2013, according to GfK
MRI, but remained constant, at 76.0% of US adults. (That
would still involve a rise in absolute numbers, as the adult
population increased during the year.) eMarketer, which
assesses usage across all age groups, estimates that 76.9%
of the entire population will go online at least once per
month in 2013. Between 2014 and 2017, this audience will
expand by less than 2.3% annually, but penetration will
pass 80% in that year, and more than 262 million people will
access the web regularly. Broadband penetration will follow
a similar pattern, rising from an estimated 70.3% of US
households in 2013 to 75.1% in 2017.

United States
■■ The growing maturity of digital platforms is translating
directly to higher engagement—and shifting priorities with
respect to traditional media. Last year, US adults spent an
average 4 hours and 38 minutes per day with TV, eMarketer
estimates, compared with 4 hours and 33 minutes with
digital media. (These periods include multitasking with more
than one medium simultaneously.) In 2013, those positions
are reversed. Moreover, the gap between the time devoted
to digital and time spent with TV has widened remarkably.
With consumers committing 5 hours and 16 minutes each
day, on average, to online, mobile and other digital activities,
television has been comprehensively overtaken—despite
claiming an average 4 hours and 31 minutes daily. Adults are
also spending less time with radio, print and other analog
media this year, eMarketer estimates, though the total time
with media rose by 16 minutes.
■■ Women formed the majority in virtually all media audiences
in early 2013, GfK MRI noted—except among newspaper
readers, where males accounted for 51% of the total. Cable
TV reached the largest number of senior citizens, with
37% of weekly viewers being 55 and older. The internet still
represented the youngest and most affluent group overall.
According to GfK MRI, 35% of US web users were ages 18 to
34 in early 2013, and 47% belonged to households enjoying
an annual income of $75,000 or more.
■■ Social networking, like internet use, is very firmly established
in the US, and penetration is currently growing at just
2 percentage points per year. eMarketer predicts that 52% of
all residents—163.5 million people—will visit social sites at
least once per month in 2013. Within four years, 56% of the
population will be social networkers, though new members
will come chiefly from the ranks of children and senior
citizens. Some 59% of social network users were ages 35
and older in early 2013, GfK MRI noted. Women accounted
for 53% of residents accessing social sites, but the gender
gap is expected to shrink during the next few years.
■■ Facebook remains the most popular online community,
counting more than 60% of all US internet users as active
members who visit the site on any device at least once
per month. The total number of Facebook users will rise by
more than 5 million this year, to 146.8 million, eMarketer
estimates. Facebook will also claim the vast majority of
advertiser spending on social sites. This year alone, that
investment is projected to be up 32.5%, to $4.18 billion.
■■ In 2012, the US advertising industry was energized by the
presidential election, with expenditure growing an estimated
4.3%. This year, spending on all measured media will lift
by a more modest 3.6%, to $171.01 billion, eMarketer
projects. The lowest prediction for 2013 ad investment in
the US is $155.0 billion (MAGNA GLOBAL, June 2013), while
the highest is $267.6 billion (Winterberry Group, February
2013). But most estimates fall between $166 billion and
$186 billion. TV, which is set to claim 38.8% of the total in
2013, will see its portion trimmed to 38.2% in 2017. Other
traditional media are also expected to lose share during
the forecast period. Digital, by contrast, will post consistent
gains during the next four years, rising from 24.7% of
total ad spending to 31.1%. Mobile will outpace all other
categories and more than triple its slice of the advertising
pie, from 5.0% this year to 15.8% in 2017.
■■ Paid search, which has constituted the largest single
component of US digital ad expenditure for many years,
will attract an estimated $19.6 billion in 2013, compared
with $17.6 billion spent on display ads. But the balance is
moving inexorably toward display, as all display formats—
including banners, rich media, video and sponsorships—
show dramatic increases in investment. eMarketer expects
spending on display will overtake search outlays in 2015.
In 2017, an estimated $30.0 billion will be devoted to
display—almost half of the $61.4 billion total of digital ad
dollars. ZenithOptimedia has pegged spending on digital ads
at $36.29 billion—compared with eMarketer’s prediction
of $42.26 billion. ZenithOptimedia’s calculation is among
the lowest for this market; the majority of research firms
forecast digital ad expenditure to be at least $40.3 billion but
no higher than $47.3 billion. This variation can be traced, in
large part, to different methodologies and ways of defining
digital advertising categories.

United States
POPULATION
millions
US Population, 2010-2017
2010
309.3
2011
311.6
2012
313.8
2013
316.7
2014
319.5
2015
322.4
2016
325.2
2017
328.1
Note: population as of July for each year
Source: US Census Bureau, International Data Base, June 2012
MEDIA
% of population
US Media Penetration, 2013
Mobile phone users 96.0%
TV viewers (1) (2) 92.0%
Magazine readers (1) (3) 91.0%
Cable TV viewers (1) (4) 82.0%
Radio listeners (1) (5) 82.0%
Internet users 76.0%
Mobile phone internet users 58.0%
Smartphone owners 53.0%
Newspaper readers (1) (3) 43.0%
Note: (1) ages 18+; (2) watched any TV in the past week; (3) read any
publication in the past 6 months; (4) watched any cable, including
premium, in the past week; (5) listened to at least 1/2 hour in any daypart
Source: GfK MRI, "Survey of the American Consumer—Doublebase," Spring
2013; provided by Starcom MediaVest Group, June 1, 2013
hrs:mins
Average Time Spent per Day with Major Media by
US Adults, 2010-2013
2010 2011 2012 2013
Digital 3:11 3:49 4:33 5:16
—Online* 2:22 2:33 2:27 2:19
—Mobile (nonvoice) 0:24 0:48 1:35 2:21
—Other 0:26 0:28 0:31 0:36
TV 4:24 4:34 4:38 4:31
Radio 1:36 1:34 1:32 1:26
Print** 0:50 0:44 0:38 0:32
—Newspapers 0:30 0:26 0:22 0:18
—Magazines 0:20 0:18 0:16 0:14
Other 0:45 0:37 0:28 0:20
Total 10:46 11:18 11:49 12:05
Note: ages 18+; time spent with each medium includes all time spent with
that medium, regardless of multitasking; for example, 1 hour of
multitasking online while watching TV is counted as 1 hour for TV and 1
hour for online; *includes all internet activities on desktop and laptop
computers; **ofﬂine reading only
Source: eMarketer, July 2013
% of total
Share of Time Spent per Day with Major Media by
US Adults, 2010-2013
Digital
—Mobile (nonvoice)
—Online*
—Other
TV
Radio
Print**
Other
Total (hrs:mins)
2010
29.6%
3.6%
22.0%
3.9%
40.9%
14.9%
7.7%
7.0%
10:46
2011
33.8%
7.1%
22.6%
4.1%
40.4%
13.9%
6.5%
5.5%
11:18
2012
38.5%
13.4%
20.7%
4.4%
39.2%
13.0%
5.4%
4.1%
11:49
2013
43.6%
19.4%
19.2%
5.0%
37.4%
11.9%
4.5%
2.8%
12:05
Note: ages 18+; time spent with each medium includes all time spent with
that medium, regardless of multitasking; for example, 1 hour of
multitasking online while watching TV is counted as 1 hour for TV and 1
hour for online; *includes all internet activities on desktop and laptop
computers; **ofﬂine reading only
Source: eMarketer, July 2013

United States
% of total
Demographic Profile of US Media Users, 2013
Gender
Male
Female
Age
18-24
25-34
35-44
45-54
55-64
65+
Household income
<$25K
$25K-$50K
$50K-$75K
$75K-$100K
$100K+
48%
52%
15%
20%
19%
19%
15%
11%
12%
21%
21%
16%
31%
49%
51%
13%
18%
18%
19%
32%(5)
-
17%
23%
19%
14%
27%
48%
52%
13%
18%
17%
19%
16%
17%
18%
23%
19%
14%
26%
46%
54%
13%
16%
16%
19%
17%
16%
23%
20%
15%
28%
20%
49%
51%
21%
28%
23%
16%
9%
19%
23%
19%
13%
25%
3% 16%
47%
53%
14%
18%
17%
19%
16%
16%
23%
19%
14%
26%
51%
49%
14%
22%
21%
19%
15%
9%
16%
23%
20%
14%
28%
Note: numbers may not add up to 100% due to rounding; (1) used in the
past 30 days; (2) used in the past week; (3) read in the past 6 months; (4)
read any daily or Sunday paper; (5) ages 55+
Mobile phone owners
TV viewers (2)
Cable TV viewers (2)
Internet users (1)
Radio listeners
Magazine readers (3)
Newspaper readers (4)
INTERNET
US Internet Users and Penetration, 2012-2017
2012
237.7
75.7%
2.8%
2013
243.4
76.9%
2.4%
2014
248.8
78.0%
2.2%
2015
254.2
79.1%
2.2%
2016
258.3
79.8%
1.6%
2017
262.1
80.3%
1.5%
Internet users % of population % change
Note: individuals of any age who use the internet from any location via any
device at least once per month
Source: eMarketer, Feb 2013; confirmed and republished, Aug 2013
Comparative Estimates: US Internet Users and
Penetration, 2012-2017
Internet users (millions)
eMarketer, Aug 2013 (1)
comScore Media Metrix,
June 2013 (2)
Arbitron, June 2013 (3)
GroupM, March 2013 (4)
Jefferies, Sep 2012
Cisco Systems, May 2013
Nielsen, Dec 2012 (5)
BCG, April 2012
Internet penetration (% of population)
Consumer Action, June 2013
eMarketer, Aug 2013 (1)
GfK MRI, June 2013 (6)
Arbitron, April 2012 (3)
Allstate Corporation,
June 2012 (7)
ITU, June 2013 (8)
Pew Internet & American
Life Project, Feb 2013 (6)
2012
237.7
221.7
224.0
188.4
245.2
245.0
199.3
-
-
75.7%
-
85.0%
82.0%
81.0%
81.0%
2013
243.4
236.9
232.0
196.2
-
-
-
-
89.0%
76.9%
76.0%
-
-
-
-
2014
248.8
-
-
-
-
-
-
-
-
78.0%
-
-
-
-
-
2015
254.2
-
-
-
-
-
-
269.0
-
79.1%
-
-
-
-
-
2016
258.3
-
-
-
-
-
-
-
-
79.8%
-
-
-
-
-
2017
262.1
-
-
-
-
291.0
-
-
-
80.3%
-
-
-
-
-
Note: (1) individuals of any age who use the internet from any location via
any device at least once per month; (2) includes users who access via PC
only, PC with mobile devices and mobile devices only; (3) ages 12+; (4) ages
15+; (5) home and work locations; (6) ages 18+; (7) ages 18+ who use the
internet at least occasionally; (8) includes those using the internet from any
device (including mobile phones) in the past 12 months
Household income
AgeGender
% of total
Demographic Profile of US Internet Users, 2013
Note: used in the past 30 days; numbers may not add up to 100% due to
rounding
Female
52%
Male
48%
18-24
15%
25-34
20%
35-44
19%
45-54
19%
55-64
15%
65+
11%
<$25K
12%
$25K-$50K
21%
$50K-$75K
21%
$75K-
$100K
16%
$100K+
31%

United States
US Fixed Broadband Households and Subscriptions,
2012-2017
Households (millions)
—% change
—Household penetration
Subscriptions (millions)
—% change
2012
82.2
3.1%
68.8%
89.6
2.8%
2013
84.5
2.8%
70.3%
91.8
2.5%
2014
86.6
2.5%
71.6%
93.9
2.3%
2015
88.6
2.3%
72.8%
95.9
2.1%
2016
90.5
2.2%
74.0%
97.8
2.0%
2017
92.4
2.1%
75.1%
99.7
1.9%
Note: includes connections with permanent access to the internet via
cable modem, DSL, fiber and wireless/satellite technologies; excludes
mobile
Comparative Estimates: US Fixed Broadband
Households and Penetration, 2012 & 2013
Fixed broadband households (millions)
GroupM, March 2013
Fixed broadband household penetration (% of households)
GroupM, March 2013
2012
85.3
82.2
70.0%
68.8%
2013
87.8
84.5
72.0%
70.3%
Note: *includes connections with permanent access to the internet via
cable modem, DSL, fiber and wireless/satellite technologies; excludes mobile
Source: eMarketer, Aug 2013; GroupM, "ThisYear, NextYear: Interaction
2013," March 27, 2013
millions and % of population
US Social Network Users and Penetration, 2012-2017
2012
157.3
50%
2013
163.5
2014
169.5
2015
174.9
2016
179.4
55%
2017
183.8
56%
Social network users % of population
Note: internet users who use a social network site via any device at least
once per month
53%52% 54%
% of internet users
Comparative Estimates: US Social Network User
Penetration, 2012 & 2013
Pew Internet & American
Life Project, Aug 2013
eMarketer, Aug 2013
Deloitte*, May 2013
comScore Inc.**, May 2012
InSites Consulting, Sep 2012
Netpop Research, April 2012
Allstate Corporation,
June 2012
GlobalWebIndex, Feb 2013
Adobe, Oct 2012
Ofcom, Dec 2012
Ipsos OTX, Jan 2013
2012
67.0%
66.2%
-
99.0%
79.0%
79.0%
78.0%
71.0%
69.0%
66.0%
62.0%
2013
72.0%
67.2%
31.0%
-
-
-
-
-
-
-
-
Usage
Use
Use via any
device at least
once per month
Use via any device daily
Unique visitors
Use
Use
Used in past month
Use
Use
Have set up a
page or profile
least 1 hour per day
Age
18+
All
ages
14+
-
15+
18+
18+
-
-
18-64
18-64
Note: *includes chat and forums; **data is for April
% of total
Demographic Profile of US Social Media Users, 2013
Note: used in the past 30 days
Household income
AgeGender
Female
53%
Male
47%
18-24
18%
25-34
23%
35-64
52%
65+
7%
<$25K
14%
$25K-$50K
20%
$50K-$75K
20%
$75K-
$100K
15%
$100K+
31%

United States
millions, % of internet users and % change
US Facebook Users and Penetration, 2012-2017
2012
141.6
59.6%
7.1%
2013
146.8
60.3%
3.7%
2014
151.1
60.7%
3.0%
2015
155.1
61.0%
2.6%
2016
158.7
61.5%
2.3%
2017
162.0
61.8%
2.1%
Facebook users % of internet users % change
% of total
US Facebook User Share, by Gender, 2012-2017
2012
55.6%
44.4%
2013
54.7%
45.3%
2014
53.8%
46.2%
2015
53.4%
46.6%
2016
52.2%
47.8%
2017
51.8%
48.2%
Female Male
% of total
US Facebook User Share, by Age, 2012-2017
2012 2013 2014 2015 2016 2017
0-11 1.6% 1.8% 1.8% 1.9% 1.9% 1.9%
12-17 13.7% 13.5% 13.2% 13.0% 12.8% 12.6%
18-24 17.4% 17.2% 16.9% 16.6% 16.4% 16.3%
25-34 20.9% 20.7% 20.8% 20.8% 20.9% 20.9%
35-44 16.6% 16.4% 16.3% 16.2% 16.1% 16.1%
45-54 15.1% 14.8% 14.6% 14.5% 14.4% 14.2%
55-64 10.1% 10.5% 10.7% 10.9% 11.1% 11.3%
65+ 4.6% 5.2% 5.6% 6.0% 6.4% 6.7%
MOBILE
millions, % change and % of population
US Mobile Connections, 2011-2017
2011
331.6
6.6%
106.4%
2012
351.5
6.0%
111.9%
2013
363.8
3.5%
115.0%
2014
374.7
3.0%
117.5%
2015
382.2
2.0%
118.9%
2016
387.5
1.4%
119.7%
2017
392.6
1.3%
120.3%
Mobile connections % change % of population
Note: CAGR (2011-2017)=2.9%; data is for Dec of each year
Source: eMarketer, March 2013; conﬁrmed and republished, Aug 2013

United States
Comparative Estimates: US Mobile Connections and
Penetration, 2012-2017
Mobile connections (millions)
eMarketer*,
Aug 2013
Datamonitor, Aug 2012
Yankee Group,
April 2013
CTIA-The Wireless
Association, Oct 2012
ITU, June 2013
Mobile connection penetration (% of population)
eMarketer*,
Aug 2013
ITU, June 2013
2012
351.5
332.0
-
326.5
310.0
111.9%
98.2%
2013
363.8
343.0
342.5
-
-
115.0%
-
2014
374.7
353.0
360.5
-
-
117.5%
-
2015
382.2
362.0
380.4
-
-
118.9%
-
2016
387.5
371.0
400.0
-
-
119.7%
-
2017
392.6
-
421.8
-
-
120.3%
-
Note: *data is for Dec of each year
millions, % change and % of population
US Mobile Phone Users and Penetration, 2011-2017
2011
237.4
2.4%
76.2%
2012
242.2
2.0%
77.1%
2013
246.5
1.8%
77.9%
2014
250.6
1.6%
78.6%
2015
254.2
1.4%
79.1%
2016
257.2
1.2%
79.4%
2017
260.3
1.2%
79.8%
Mobile phone users % change % of population
Note: CAGR (2011-2017)=1.5%; individuals who own at least one mobile
phone and use the phone(s) at least once per month
% of total
Demographic Proﬁle of US Mobile Phone Owners,
2013
Household income
AgeGender
Female
51%
Male
49%
18-24
13%
25-34
18%
35-44
18%
45-54
19%
55+
32%
<$25K
17%
$25K-$50K
23%
$50K-$75K
19%
$75K-
$100K
14%
$100K+
27%
US Smartphone Users and Penetration, 2011-2017
Smartphone users
(millions)
—% change
—% of mobile phone users
—% of population
2011
92.8
49.1%
39.1%
29.8%
2012
121.4
30.8%
50.1%
38.7%
2013
140.0
15.3%
56.8%
44.3%
2014
159.9
14.2%
63.8%
50.1%
2015
178.0
11.3%
70.1%
55.4%
2016
193.7
8.8%
75.3%
59.8%
2017
207.4
7.0%
79.7%
63.5%
Note: CAGR (2011-2016)=14.3%; individuals of any age who own at least
one smartphone and use the smartphone(s) at least once per month

United States
% of total
Demographic Proﬁle of US Smartphone Owners, 2013
Household income
AgeGender
Male
50%
Female
50%
18-24
18%
25-34
25%
35-44
23%
45-54
18%
55-64
11%
65+
5%
<$25K
12%
$25K-$50K
19%
$50K-$75K
19%
$75K-
$100K
15%
$100K+
35%
US Mobile Phone Internet Users and Penetration,
2011-2017
Mobile phone
internet users
(millions)
—% change
—% of mobile
phone users
—% of population
2011
98.6
26.3%
41.5%
31.6%
2012
124.7
26.5%
51.5%
39.7%
2013
143.2
14.8%
58.1%
45.3%
2014
162.9
13.7%
65.0%
51.1%
2015
181.0
11.1%
71.2%
56.3%
2016
196.7
8.7%
76.5%
60.7%
2017
210.2
6.9%
80.7%
64.4%
Note: CAGR (2011-2017)=13.5%; mobile phone users of any age who
access the internet from a mobile browser or an installed application at
least once per month; use of SMS/MMS is not considered mobile internet
access
% of total
Demographic Proﬁle of US Mobile Phone Internet
Users, 2013
Note: accessed/used a web browser in the past 30 days; numbers may
not add up to 100% due to rounding
Household income
AgeGender
Female
51%
Male
49%
18-24
21%
25-34
28%35-44
23%
45-54
16%
55-64
8%
65+
3%
<$25K
5%
$25K-$50K
12%
$50K-
$75K
16%
$75K-
$100K
15%
$100K+
53%
US Tablet Users and Penetration, 2011-2017
Tablet users (millions)
—% change
—% of population
2011
33.5
158.5%
10.8%
14.5%
2012
93.9
180.1%
29.9%
39.5%
2013
123.1
31.1%
38.9%
50.6%
2014
143.2
16.3%
44.9%
57.6%
2015
157.1
9.8%
48.9%
61.8%
2016
168.1
7.0%
51.9%
65.1%
2017
178.0
5.9%
54.6%
67.9%
Note: individuals of any age who use a tablet at least once per month
Source: eMarketer, March 2013

United States
% of total
Demographic Proﬁle of US Tablet Owners, 2013
Note: living in a household that owns a tablet/notebook/ereader; numbers
may not add up to 100% due to rounding
Household income
AgeGender
Female
57%
Male
43%
18-24
12%
25-34
22%
35-44
23%
45-54
20%
55+
24%
<$25K
7%
$25K-
$50K
15%
$50K-
$75K
19%
$75K-
$100K
16%
$100K+
44%
AD SPENDING
billions and % change
US Total Media Ad Spending, 2011-2017
2011
$158.26
2.9%
2012
$165.03
4.3%
2013
$171.01
3.6%
2014
$177.76
3.9%
2015
$183.35
3.1%
2016
$190.86
4.1%
2017
$196.95
3.2%
Total media ad spending % change
newspapers, outdoor, radio and TV
billions
Comparative Estimates: US Total Media Ad Spending,
2012-2017
Winterberry Group,
Feb 2013
Jefferies, Sep 2012
Citi Research, June 2012
RBC Capital Markets,
April 2013
Barclays Capital,
March 2013
JMP Securities,
March 2013
Cantor Fitzgerald,
Sep 2012
Deutsche Bank,
April 2013
Pivotal Research Group,
May 2013
J.P. Morgan, Jan 2013
eMarketer, Aug 2013
ZenithOptimedia,
June 2013
GroupM, Aug 2013
MAGNA GLOBAL,
June 2013
Strategy Analytics,
June 2013
VSS, Sep 2012
Kantar Media,
March 2013
-
2012
$259.5
$195.8
$178.2
$178.6
$179.2
$180.4
$177.0
$176.3
$177.1
$176.9
$165.0
$161.2
$153.5
$128.0
$200.8
$140.0
2013
$267.6
$202.2
$185.4
$184.0
$182.7
$181.3
$177.1
$176.4
$176.2
$176.2
$171.0
$166.9
$156.3
$155.0
-
-
-
2014
-
$209.3
-
$189.5
-
$184.9
$183.6
$182.2
$184.6
$182.8
$177.8
$174.4
$160.8
$164.1
-
-
-
2015
-
$216.8
-
-
-
$187.7
$186.1
$183.1
$186.7
$184.5
$183.4
$182.4
-
-
-
-
-
2016
-
-
-
-
-
$190.5
$195.1
-
$196.7
$194.4
$190.9
-
-
-
-
$255.2
-
2017
-
-
-
-
-
$193.4
$198.2
-
$199.3
-
$197.0
-
-
-
-
-
-

United States
% change
Comparative Estimates: US Total Media Ad Spending
Growth, 2012-2017
eMarketer, Aug 2013
Carat, March 2013
Jefferies, Sep 2012
Winterberry Group, Feb 2013
RBC Capital Markets, April 2013
Barclays Capital, March 2013
GroupM, Aug 2013
Warc Consensus, June 2013
JMP Securities, March 2013
Cantor Fitzgerald, Sep 2012
Deutsche Bank, April 2013
Pivotal Research Group, May 2013
MAGNA GLOBAL, May 2013
Nielsen, April 2013
Strategy Analytics, June 2013
Kantar Media, March 2013
2012
3.0%
4.3%
4.0%
4.6%
2.0%
3.2%
4.0%
4.0%
3.4%
-
4.0%
2.7%
2.0%
2.7%
2.9%
-
4.8%
3.0%
3.0%
2013
4.0%
3.6%
3.5%
3.5%
3.3%
3.1%
3.0%
1.9%
1.8%
1.8%
0.5%
0.0%
0.0%
-0.4%
-0.5%
-0.7%
-
-
-
2014
-
3.9%
4.0%
4.5%
3.5%
-
3.0%
-
2.9%
-
3.0%
3.7%
4.0%
3.7%
4.7%
4.3%
-
-
-
2015
-
3.1%
-
4.6%
3.6%
-
-
-
-
-
2.0%
1.4%
0.6%
1.0%
1.1%
-
-
-
-
2016
-
4.1%
-
-
-
-
-
-
-
-
1.5%
4.9%
-
5.4%
5.4%
-
-
-
-
2017
-
3.2%
-
-
-
-
-
-
-
-
1.5%
1.6%
-
-
1.3%
-
-
-
-
billions
US Total Media Ad Spending, by Media, 2011-2017
TV
Digital
—Mobile
Print
—Newspapers*
—Magazines*
Radio**
Outdoor
Directories*
Total
2011
$60.7
$32.0
$1.6
$35.8
$20.7
$15.2
$15.2
$6.4
$8.2
$158.3
2012
$64.5
$36.8
$4.4
$34.1
$18.9
$15.2
$15.4
$6.7
$7.5
$165.0
2013
$66.4
$42.3
$8.5
$32.9
$17.8
$15.1
$15.6
$7.0
$6.9
$171.0
2014
$68.5
$47.6
$13.1
$32.2
$17.1
$15.1
$15.9
$7.2
$6.4
$177.8
2015
$70.0
$52.5
$18.6
$31.6
$16.6
$15.1
$16.0
$7.4
$5.9
$183.4
2016
$73.1
$57.3
$24.7
$31.3
$16.2
$15.1
$16.0
$7.6
$5.5
$190.9
2017
$75.3
$61.4
$31.1
$31.2
$16.1
$15.2
$16.1
$7.8
$5.3
$197.0
Note: eMarketer benchmarks its US newspaper ad spending projections
against the NAA, for which the last full year measured was 2012, and its US
outdoor ad spending projections against the OAAA, for which the last full
year measured was 2011; numbers may not add up to total due to
rounding; *print only; **excludes off-air radio & digital
% change
US Total Media Ad Spending Growth, by Media,
2011-2017
Digital
—Mobile
Outdoor
TV
Radio*
Print
—Magazines**
—Newspapers**
Directories**
Total
2011
21.7%
103.7%
4.0%
2.8%
-0.6%
-5.7%
-0.5%
-9.2%
-9.0%
2.9%
2012
15.0%
178.3%
4.4%
6.4%
1.3%
-4.8%
0.3%
-8.4%
-8.5%
4.3%
2013
14.9%
95.0%
4.2%
2.8%
1.5%
-3.6%
-0.4%
-6.1%
-7.8%
3.6%
2014
12.6%
53.8%
3.6%
3.3%
1.7%
-2.3%
-0.3%
-4.0%
-7.5%
3.9%
2015
10.3%
41.8%
3.0%
2.0%
0.5%
-1.7%
-0.2%
-3.0%
-7.0%
3.1%
2016
9.2%
33.1%
2.6%
4.5%
0.3%
-0.9%
0.3%
-2.0%
-6.8%
4.1%
2017
7.1%
26.0%
2.0%
3.0%
0.2%
-0.3%
0.4%
-1.0%
-4.0%
3.2%
year measured was 2011; *excludes off-air radio & digital; **print only
% of total
US Total Media Ad Spending Share, by Media,
2011-2017
2011 2012 2013 2014 2015 2016 2017
TV 38.3% 39.1% 38.8% 38.6% 38.1% 38.3% 38.2%
Digital 20.2% 22.3% 24.7% 26.8% 28.6% 30.0% 31.1%
—Mobile 1.0% 2.6% 5.0% 7.4% 10.1% 12.9% 15.8%
Print 22.6% 20.7% 19.2% 18.1% 17.2% 16.4% 15.9%
—Newspapers* 13.1% 11.5% 10.4% 9.6% 9.0% 8.5% 8.2%
—Magazines* 9.6% 9.2% 8.8% 8.5% 8.2% 7.9% 7.7%
Radio** 9.6% 9.3% 9.1% 8.9% 8.7% 8.4% 8.1%
Outdoor 4.0% 4.0% 4.1% 4.1% 4.1% 4.0% 3.9%
Directories* 5.2% 4.5% 4.0% 3.6% 3.2% 2.9% 2.7%
year measured was 2011; numbers may not add up to 100% due to
rounding; *print only; **excludes off-air radio & digital

United States
billions
US Ad and Marketing Spending, by Media, 2010-2015
TV
Digital
Newspapers
Magazines
Radio
Outdoor
Cinema
Total major
media
Sales promotion
Telemarketing
Direct mail
Event sponsorship
Directories
Public relations
Total marketing
services
Grand total
2010
$56.53
$23.08
$29.67
$18.77
$16.05
$6.90
$0.67
$151.67
$65.60
$49.40
$47.66
$22.08
$10.61
$3.44
$198.80
$350.46
2011
$58.03
$25.98
$27.15
$18.62
$16.38
$7.28
$0.69
$154.13
$65.92
$50.39
$49.03
$23.85
$9.78
$3.58
$202.55
$356.68
2012
$62.55
$30.70
$24.98
$17.98
$16.72
$7.59
$0.73
$161.24
$68.06
$51.40
$49.72
$25.76
$8.90
$3.89
$207.72
$368.96
2013
$64.35
$36.29
$22.98
$17.43
$17.22
$7.93
$0.76
$166.95
$70.23
$52.43
$48.23
$27.94
$8.10
$4.16
$211.08
$378.03
2014
$66.81
$42.97
$21.14
$16.84
$17.55
$8.32
$0.80
$174.43
$72.36
$52.95
$47.41
$30.46
$7.37
$4.53
$215.07
$389.50
2015
$68.49
$50.93
$19.45
$16.26
$17.73
$8.74
$0.84
$182.43
$75.04
$54.54
$46.46
$32.90
$6.92
$4.76
$220.61
$403.05
Note: numbers may not add up to total due to rounding
% change
US Ad and Marketing Spending Growth, by Media,
2010-2015
Digital
Cinema
Outdoor
Radio
TV
Magazines
Newspapers
Total major media
Event sponsorship
Public relations
Sales promotion
Telemarketing
Direct mail
Directories
Total marketing services
Grand total
2010
13.5%
5.0%
3.0%
-2.6%
7.4%
1.1%
-10.0%
2.3%
5.1%
2.6%
-3.3%
3.0%
1.7%
-12.5%
-0.2%
0.9%
2011
12.6%
3.0%
5.5%
2.1%
2.7%
-0.8%
-8.5%
1.6%
8.0%
4.2%
0.5%
2.0%
2.9%
-7.9%
1.9%
1.8%
2012
18.2%
5.0%
4.3%
2.1%
7.8%
-3.4%
-8.0%
4.6%
8.0%
8.5%
3.2%
2.0%
1.4%
-9.0%
2.6%
3.4%
2013
18.2%
5.0%
4.4%
3.0%
2.9%
-3.1%
-8.0%
3.5%
8.5%
7.0%
3.2%
2.0%
-3.0%
-9.0%
1.6%
2.5%
2014
18.4%
5.0%
5.0%
1.9%
3.8%
-3.4%
-8.0%
4.5%
9.0%
9.0%
3.0%
1.0%
-1.7%
-9.0%
1.9%
3.0%
2015
18.5%
5.0%
5.0%
1.0%
2.5%
-3.4%
-8.0%
4.6%
8.0%
5.0%
3.7%
3.0%
-2.0%
-6.0%
2.6%
3.5%
billions, % change and % of total media ad spending
US Digital Ad Spending, 2011-2017
2011
$31.99
21.7%
20.2%
2012
$36.80
15.0%
22.3%
2013
$42.26
14.9%
24.7%
2014
$47.58
12.6%
26.8%
2015
$52.49
10.3%
28.6%
2016
$57.30
9.2%
30.0%
2017
$61.35
7.1%
31.1%
Digital ad spending % change % of total media ad spending
as well as mobile phones and tablets, and includes all the various formats
of advertising on those platforms; data through 2012 is derived from
IAB/PwC data
billions
Comparative Estimates: US Digital Ad Spending,
2012-2017
Winterberry Group, Jan 2013
Jefferies, Aug 2013
Cowen and Company, Nov 2012
eMarketer, Aug 2013
PwC, June 2013
Barclays Capital, May 2013
MAGNA GLOBAL, Jan 2013
May 2013
GroupM, Aug 2013
IAB, April 2013
Digital TV Research Limited,
Nov 2012
2012
$39.7
$36.6
$37.6
$37.0
$37.2
$37.2
$27.0
$36.8
$36.6
$36.6
$36.3
$35.7
$35.7
$34.2
$30.7
-
$23.6
$36.6
-
2013
$47.3
$44.4
$43.7
$43.5
$43.4
$42.5
$42.5
$42.3
$42.0
$41.6
$41.5
$41.3
$40.3
$37.8
$36.3
$35.0
$25.8
-
-
2014
-
$52.7
$49.9
$51.1
$50.3
-
$48.0
$47.6
$47.9
$46.8
-
$46.5
$44.7
$41.7
$43.0
-
$28.3
-
-
2015
-
$60.5
$55.9
$59.4
$57.4
-
-
$52.5
$54.3
$51.6
-
$51.5
$49.1
$45.6
$50.9
-
-
-
-
2016
-
$69.2
$61.5
$68.3
$65.0
-
-
$57.3
$61.5
$55.6
-
$56.6
$53.5
-
-
-
-
-
-
2017
-
-
$66.8
-
$72.5
-
-
$61.3
$69.4
$59.2
-
$61.9
$57.8
-
-
-
-
-
$58.1

United States
% change
Comparative Estimates: US Digital Ad Spending
Growth, 2012-2017
Jefferies, Aug 2013
eMarketer, Aug 2013
PwC, June 2013
Barclays Capital, March 2013
MAGNA GLOBAL, May 2013
GroupM, Aug 2013
SMI, March 2013
IAB, April 2013
2012
15.2%
14.7%
18.2%
16.6%
17.3%
18.4%
16.0%
15.0%
15.2%
17.0%
-
15.2%
15.2%
-
13.2%
10.0%
15.5%
15.0%
2013
21.4%
19.1%
18.2%
17.4%
16.6%
16.2%
15.0%
14.9%
14.8%
14.0%
14.0%
13.8%
13.0%
11.5%
10.6%
9.5%
-
-
2014
18.8%
-
18.4%
17.5%
15.8%
14.3%
13.0%
12.6%
14.2%
-
-
12.5%
11.0%
12.0%
10.2%
9.5%
-
-
2015
14.7%
-
18.5%
16.3%
14.3%
12.0%
-
10.3%
13.4%
-
-
10.3%
10.0%
-
9.3%
-
-
-
2016
14.4%
-
-
14.9%
13.1%
10.1%
-
9.2%
13.3%
-
-
7.8%
9.0%
-
-
-
-
-
2017
-
-
-
-
11.6%
8.5%
-
7.1%
12.9%
-
-
6.5%
8.0%
-
-
-
-
-
billions
US Digital Ad Spending, by Format, 2011-2017
Search
Display
—Banners and other*
—Video
—Rich media
—Sponsorships
Classifieds and
directories
Lead generation
Mobile messaging
Email
Total
2011
$15.1
$12.3
$7.6
$2.0
$1.7
$1.1
$2.6
$1.5
$0.3
$0.2
$32.0
2012
$17.3
$14.8
$8.6
$2.9
$1.8
$1.5
$2.6
$1.7
$0.2
$0.2
$36.8
2013
$19.6
$17.6
$9.5
$4.1
$2.1
$1.9
$2.7
$1.9
$0.2
$0.2
$42.3
2014
$21.6
$20.6
$10.2
$5.7
$2.4
$2.3
$2.8
$2.1
$0.2
$0.2
$47.6
2015
$23.2
$23.8
$10.8
$7.0
$3.4
$2.6
$2.9
$2.2
$0.2
$0.2
$52.5
2016
$24.8
$26.9
$11.4
$8.2
$4.4
$2.9
$3.0
$2.2
$0.2
$0.3
$57.3
2017
$25.6
$30.0
$12.2
$9.2
$5.4
$3.1
$3.1
$2.3
$0.2
$0.3
$61.4
as well as mobile phones and tablets on all formats mentioned; data
through 2012 is derived from IAB/PwC data; numbers may not add up to
total due to rounding; *includes ads such as Facebook's Sponsored Stories
and Twitter's Promoted Tweets
% change
US Digital Ad Spending Growth, by Format, 2011-2017
2011 2012 2013 2014 2015 2016 2017
Display 24.4% 19.9% 19.0% 17.3% 15.3% 12.9% 11.5%
—Video 40.8% 44.5% 42.4% 39.1% 21.6% 17.1% 13.0%
—Sponsorships 56.1% 37.0% 23.0% 20.2% 13.5% 12.6% 7.8%
—Rich media 7.3% 8.6% 14.1% 17.9% 41.7% 27.9% 23.2%
—Banners and
other*
21.3% 13.3% 11.4% 7.2% 5.9% 5.7% 7.0%
Search 25.8% 14.8% 13.2% 10.1% 7.4% 6.6% 3.3%
Lead
generation
13.7% 10.5% 12.3% 10.2% 4.0% 3.1% 3.1%
Mobile
messaging
-1.1% -11.0% 7.4% -7.0% -5.3% -1.0% -4.3%
Email 9.2% 3.0% 5.3% 2.4% 2.4% 4.3% 2.7%
Classifieds and
directories
-0.7% -0.8% 5.0% 3.9% 2.7% 4.1% 2.4%
Total 21.7% 15.0% 14.9% 12.6% 10.3% 9.2% 7.1%
as well as mobile phones and tablets on all formats mentioned; data
through 2012 is derived from IAB/PwC data; *includes ads such as
Facebook's Sponsored Stories and Twitter's Promoted Tweets
billions and % change
US Digital Ad Spending, by Format, 2010-2015
Paid search
—% change
Display
—% change
Internet video/
rich media
—% change
Social media
—% change
Classifieds
—% change
Mobile
—% change
Internet radio
—% change
Podcast
—% change
Total
—% change
2010
$11.01
16.0%
$4.51
7.0%
$2.74
24.0%
$0.74
33.4%
$3.22
0.0%
$0.58
47.0%
$0.26
12.0%
$0.03
10.6%
$23.08
13.5%
2011
$11.38
3.3%
$4.66
3.3%
$3.13
14.6%
$2.49
235.2%
$3.24
0.5%
$0.78
36.2%
$0.27
4.3%
$0.03
8.0%
$25.98
12.6%
2012
$13.08
15.0%
$5.19
11.5%
$4.04
29.0%
$3.42
37.0%
$3.40
5.0%
$1.24
58.0%
$0.30
11.0%
$0.03
2.0%
$30.70
18.2%
2013
$14.92
14.0%
$5.74
10.5%
$5.22
29.0%
$4.61
35.0%
$3.54
4.0%
$1.91
54.0%
$0.33
11.0%
$0.03
0.0%
$36.29
18.2%
2014
$16.85
13.0%
$6.31
10.0%
$6.62
27.0%
$6.23
35.0%
$3.64
3.0%
$2.91
53.0%
$0.37
10.0%
$0.03
0.0%
$42.97
18.4%
2015
$18.88
12.0%
$6.88
9.0%
$8.35
26.0%
$8.22
32.0%
$3.71
2.0%
$4.46
53.0%
$0.40
10.0%
$0.03
0.0%
$50.93
18.5%
Note: numbers may not add up to total due to rounding; all figures exclude
agency commissions and production costs and reflect negotiated rates
(after discounts)

United States
US Mobile Ad Spending, 2011-2017
Mobile ad
spending (billions)
—% change
—% of digital
ad spending
—% of total media
ad spending
2011
$1.57
103.7%
4.9%
1.0%
2012
$4.36
178.3%
11.9%
2.6%
2013
$8.51
95.0%
20.1%
5.0%
2014
$13.09
53.8%
27.5%
7.4%
2015
$18.56
41.8%
35.4%
10.1%
2016
$24.70
33.1%
43.1%
12.9%
2017
$31.13
26.0%
50.7%
15.8%
Note: includes display (banners and other, rich media and video), search
and messaging-based advertising; ad spending on tablets is included
billions
Comparative Estimates: US Mobile Ad Spending,
2012-2017
eMarketer, Aug 2013
Barclays Capital, May 2013
PwC, June 2013
BIA/Kelsey, April 2013
MMA, May 2013
Jefferies, Sep 2012
Pivotal Research Group, Jan 2013
Yankee Group, March 2013
IDC, April 2013
IAB, April 2013
MAGNA GLOBAL, Jan 2013
2012
$4.4
$4.1
$4.0
$3.4
$3.4
$3.4
$3.4
$3.2
$3.1
$2.8
$2.6
$2.9
$2.0
-
$1.2
$4.5
$3.4
$3.0
2013
$8.5
$7.2
$7.1
$5.9
$5.8
$5.7
$5.6
$5.4
$4.9
$4.4
$4.3
$4.0
$2.8
$2.4
$1.9
-
-
-
2014
$13.1
-
$11.4
$9.2
$8.7
$8.3
$7.6
$8.7
$7.1
$5.5
$6.5
-
$3.9
$3.0
$2.9
-
-
-
2015
$18.6
-
$16.6
$12.8
$1.2
$11.1
$9.6
$11.5
$9.2
$6.5
$8.7
-
$5.1
$3.6
$4.5
-
-
-
2016
$24.7
-
$22.4
$16.9
$1.4
$13.7
$11.7
$14.1
-
-
$10.8
-
$6.4
$3.9
-
-
-
-
2017
$31.1
-
-
$21.1
$1.6
$16.2
$13.7
$16.8
-
-
-
-
$8.0
-
-
-
-
-
% change
Comparative Estimates: US Mobile Ad Spending
Growth, 2012-2017
eMarketer, Aug 2013
Nov 2012
Winterberry Group,
Jan 2013
Barclays Capital, Jan 2013
Cowen and Company,
Nov 2012
BIA/Kelsey, March 2013
PwC, June 2013
Cantor Fitzgerald,
Sep 2012
Jefferies, Sep 2012
IAB, April 2013
IDC, April 2013
SMI, March 2013
2012
178.3%
127.1%
150.0%
180.0%
110.0%
113.0%
113.0%
-
111.2%
80.0%
76.2%
59.0%
80.0%
111.2%
88.0%
20.6%
2013
95.0%
83.2%
80.0%
77.1%
76.0%
70.0%
67.7%
66.9%
66.8%
65.0%
56.7%
42.5%
40.0%
-
-
-
2014
53.8%
22.3%
60.0%
-
55.0%
50.0%
47.1%
60.9%
35.9%
50.0%
24.3%
52.4%
-
-
-
-
2015
41.8%
18.7%
45.0%
-
40.0%
33.0%
32.9%
33.0%
26.1%
34.0%
19.2%
53.3%
-
-
-
-
2016
33.1%
15.9%
35.0%
-
32.0%
20.0%
24.1%
22.2%
21.0%
25.0%
-
-
-
-
-
-
2017
26.0%
12.0%
-
-
25.0%
14.0%
17.8%
19.2%
18.0%
-
-
-
-
-
-
-
millions
US Mobile Ad Spending, by Format, 2011-2017
Search
Display
—Banners, rich
media and other*
—Video
SMS/MMS/P2P
messaging
Other (classiﬁed,
email, lead gen)
Total
2011
$743
$547
$479
$68
$251
$27
$1,568
2012
$2,241
$1,848
$1,605
$244
$223
$50
$4,363
2013
$4,348
$3,809
$3,233
$576
$240
$112
$8,508
2014
$6,661
$5,988
$4,960
$1,029
$223
$214
$13,086
2015
$9,300
$8,661
$7,041
$1,619
$211
$389
$18,561
2016
$12,229
$11,571
$9,248
$2,324
$209
$695
$24,705
2017
$15,253
$14,499
$11,512
$2,987
$200
$1,176
$31,128
Note: ad spending on tablets is included; numbers may not add up to total
due to rounding; *includes ads such as Facebook's Sponsored Stories and
Twitter's Promoted Tweets

United States
% change
US Mobile Ad Spending Growth, by Format, 2011-2017
Display
—Video
—Banners, rich
media and other*
Search
SMS/MMS/P2P
messaging
Other
(classiﬁed,
email, lead gen)
Total
2011
108.3%
132.9%
105.2%
193.4%
-1.1%
-
103.7%
2012
238.0%
257.5%
235.2%
201.7%
-11.0%
86.6%
178.3%
2013
106.1%
136.2%
101.5%
94.0%
7.4%
122.3%
95.0%
2014
57.2%
78.7%
53.4%
53.2%
-7.0%
91.3%
53.8%
2015
44.6%
57.4%
42.0%
39.6%
-5.3%
82.3%
41.8%
2016
33.6%
43.5%
31.3%
31.5%
-1.0%
78.6%
33.1%
2017
25.3%
28.6%
24.5%
24.7%
-4.3%
69.1%
26.0%
Note: ad spending on tablets is included; *includes ads such as Facebook's
Sponsored Stories and Twitter's Promoted Tweets
billions, % change and % of digital ad spending
US Social Network Ad Spending, 2011-2015
2011
$2.45
27.0%
7.6%
2012
$3.16
29.1%
8.6%
2013
$4.16
31.6%
9.9%
2014
$5.31
27.7%
11.3%
2015
$6.43
21.1%
12.4%
Social network ad spending
% change % of digital ad spending
Note: includes display, search, video and other forms of paid advertising
appearing within social networks, social games and social applications;
excludes spending by marketers that goes toward developing or
maintaining social network proﬁle pages or branded applications
Source: eMarketer, June 2013

Definitions and References
DEFINITIONS
eMarketer
■■ Digital ad spending (UK & US) includes advertising that appears on desktop and laptop computers as well as mobile phones
and tablets, and includes all the various formats of advertising on those platforms.
■■ Digital ad spending (all countries except UK & US) includes advertising that appears on desktop and laptop computers as
well as mobile phones and tablets, and includes all the various formats of advertising on those platforms; excludes SMS, MMS and
P2P messaging–based advertising.
■■ Facebook users are internet users who access their Facebook account via any device at least once per month.
■■ Fixed broadband households have permanent connections to the internet via cable modem, DSL, fiber and wireless/satellite
technologies. Fixed broadband estimates exclude mobile broadband subscriptions (data cards, dongles, and 3G- and 4G-enabled
mobile phones and PDAs).
■■ Fixed broadband subscriptions are permanent connections to the internet via cable modem, DSL, fiber and wireless/satellite
technologies. Fixed broadband estimates exclude mobile broadband subscriptions (data cards, dongles, and 3G- and 4G-enabled
mobile phones and PDAs). Subscription figures include both residential households and commercial businesses.
■■ Internet users are individuals of any age who use the internet from any location via any device at least once per month.
■■ Mobile ad spending includes display (banners, rich media and video), search and messaging-based advertising; includes ad
spending on tablets. Display data includes banners and rich media on WAP sites and mobile HTML sites and embedded
in-application/in-game advertising. Search data includes advertising on search engines, search applications and carrier portals.
Messaging data includes ad placements in SMS, MMS and P2P messaging. Video data includes all video ads targeted specifically
for mobile phones.
■■ Mobile connections includes the total number of mobile connections, for mobile phones as well as for nonvoice devices,
such as internet access devices (e.g., wireless modem cards, netbooks and mobile Wi-Fi hotspots), ereaders, tablets and
telematics systems.
■■ Mobile internet ad spending includes display (banners, rich media and video) and search; excludes SMS, MMS and P2P
messaging–based advertising; includes ad spending on tablets. Display data includes banners, rich media and video on WAP sites
and mobile HTML sites and embedded in-application/in-game advertising. Search data includes advertising on search engines,
search applications and carrier portals.
■■ Mobile phone internet users are mobile phone users of any age who access the internet from a mobile browser or an
installed application at least once per month. SMS and MMS are not considered mobile internet access.
■■ Mobile phone users are individuals of any age who own at least one mobile phone and use the phone(s) at least once
per month.
■■ Smartphones are any voice handset with an advanced operating system (e.g., Android, BlackBerry, iOS, Windows Mobile) and
features/capabilities that resemble a PC.
■■ Smartphone users are individuals who own at least one smartphone and use the smartphone(s) at least once per month.
■■ Social network ad spending includes display, search, video and other forms of paid advertising appearing within social
networks, social games and social applications; excludes spending by marketers that goes toward developing or maintaining social
network profile pages or branded applications.
■■ Social network sites are defined as sites where the primary activities involve creating a profile and interacting with a network of
contacts by sharing status updates, comments, photos or other content.

■■ Social network users are internet users who use a social network site via any device at least once per month.
■■ Tablets are defined as touchscreen devices with a color display ranging from 5 to 14 inches, a Wi-Fi connection or mobile data
plan and an advanced operating system such as Android, BlackBerry, iOS or Windows. Though some have detachable keyboards,
touch is the primary interface. Excludes devices with a cellular voice connection. Examples include Amazon Kindle Fire, Apple iPad,
Google Nexus 7 or 10, Microsoft Surface and Samsung Galaxy Tab.
■■ Tablet users are individuals of any age who use a tablet at least once per month.
■■ Total media ad spending includes digital (online and mobile), directories, magazines, newspapers, outdoor, radio and TV.
Advertising Association (AA) – UK
■■ Digital ad spending includes mobile and tablet; excludes digital ad spending for news, magazine brands and TV VOD.
■■ Total media ad spending includes cinema, direct mail, internet, magazine brands, national and regional news brands, out-of-
home, radio and TV.
Arce Media
■■ Digital ad spending excludes discounts and commissions.
■■ Total media ad spending includes cinema, internet, magazines, newspapers (Sunday included), outdoor, radio and TV; excludes
discounts and commissions.
Association of Communication Agencies of Russia (ACAR)
■■ Digital ad spending includes contextual and media advertising.
■■ Total media ad spending includes internet, magazines, newspapers, outdoor, promotional materials, radio, TV and other.
Australian Communications and Media Authority (ACMA)
■■ Mobile connections include prepaid and postpaid subscriptions; retail and wholesale services and wireless broadband data
services provided via data cards, dongles or USB modems.
Autorité de Régulation des communications électroniques et des Postes (ARCEP)
■■ Internet users include those accessing from cybercafes, home, libraries, mobile phone, outside the home, place of work/study and
public places via Wi-Fi.
■■ Mobile connections include prepaid and postpaid subscriptions that have made or received a call, whether free or paid, sent an
SMS, MMS or used a multimedia (email, etc.) service during the past three months; excludes overseas territories.
Barclays Capital
FRANCE, ITALY, SPAIN, UK
Total media ad spending includes cinema, internet, press, outdoor, radio and TV.
GERMANY
Total media ad spending includes directories, internet, movies, outdoor, press, radio and TV.

US
Digital ad spending includes classifieds/auctions, display, email/lead generation, mobile and search.
Total media ad spending includes digital, directories, direct mail, magazines, newspapers, Olympics, outdoor, political, radio
and TV.
BIA/Kelsey
■■ Mobile ad spending includes local and national.
Bundesverband Digitale Wirtschaft (BVDW)
■■ Mobile ad spending excludes house advertising.
Cámara Argentina de Agencias de Medios (CAAM)
■■ Total media ad spending includes cinema, internet, magazines, newspapers, outdoor, radio and TV (broadcast and cable).
Carat
ALL COUNTRIES EXCEPT BRAZIL
Total media ad spending includes cinema, digital (search, display, video, social media and mobile), magazines, newspapers, out-
of-home, radio and TV; figures are based on negotiated discounts and with agency commission deducted.
BRAZIL
Total media ad spending includes cinema, internet, magazines, newspapers, radio, outdoor and TV
Centro de Estudos sobre as Tecnologias da Informação e da Comunicação (CETIC.br)
■■ Internet users include those who have used the internet in the past three months.
Cheil Worldwide
■■ Digital ad spending includes display and search.
■■ Total media ad spending includes display, internet, magazines, mobile, newspapers, outdoor, radio, search and TV (terrestrial,
cable, general programming, SO, DMB, IPTV and Sky Life).
Citi Research
■■ Total media ad spending includes digital (online and mobile), direct mail, directories, magazines, newspapers, outdoor, radio
and TV.
comScore Inc.
■■ Internet users include those who used the internet from home and work locations; excludes traffic from public computers such as
internet cafes and access from mobile phones and PDAs.
Cowen and Company
■■ Mobile ad spending includes mobile internet only.

CTIA-The Wireless Association
■■ Mobile connections exclude machine-to-machine (M2M) and other units not currently treated as subscriber connections by
some carriers.
Danske Medier
■■ Digital ad spending includes classifieds, display, email, search and other.
Dansk Oplagskontrol
■■ Digital ad spending excludes allowances, commissions, discounts and VAT.
■■ Total media ad spending includes cinema, internet, local weeklies, magazines, newspapers, outdoor, radio, TV and yearbooks;
excludes allowances, commissions, discounts and VAT.
Dentsu
■■ Digital ad spending includes website and mobile ad placement costs and ad production costs (banner ads and website setup
costs related to new product services and campaigns).
■■ Total media ad spending includes digital, direct mail, exhibitions/screen displays, flyers, magazines, newspapers, outdoor, point-
of-purchase, radio, satellite, telephone directories, transit and TV.
Deutsche Bank
■■ Digital ad spending includes political and Olympics.
■■ Total media ad spending includes digital (online and mobile), direct mail, directories, magazines, newspapers, outdoor, radio
and TV.
Digital TV Research Limited
■■ Digital ad spending excludes mobile.
FirstPartner
■■ Mobile ad spending includes content, display, messaging and search.
Frost & Sullivan
■■ Mobile ad spending excludes spending on apps and Bluetooth services.
GroupM
ARGENTINA
Digital ad spending includes classifieds; all figures exclude agency commissions and production costs; figures shown are after
discounts from rate card.
Total media ad spending includes internet, magazines, newspapers, outdoor, radio and TV; all figures exclude agency
commissions and production costs; figures shown are after discounts from rate card.

AUSTRALIA
Digital ad spending includes classifieds, display, mobile and paid search; all figures exclude agency commissions and production
costs; figures shown are after discounts from rate card.
Total media ad spending includes cinema, digital, magazines, newspapers, outdoor/transport, radio and TV; all figures exclude
agency commissions and production costs; figures shown are after discounts from rate card.
BRAZIL
Digital ad spending includes display and search; excludes classifieds; all figures include agency commissions; figures shown are
after discounts from rate card.
Total media ad spending includes cinema, guides and lists, internet, magazines, newspapers, outdoor, radio and TV; all figures
include agency commissions; figures shown are after discounts from rate card.
CANADA
Digital ad spending includes classifieds; all figures exclude agency commissions; figures shown are after discounts from rate card.
Total media ad spending includes cinema, digital, magazines, newspapers, out-of-home (excludes stadia), radio and TV; figures shown
are after discounts from rate card.
CHINA
Digital ad spending includes classifieds; all figures exclude agency commissions and production costs; figures shown are after
Total media ad spending includes internet, magazines, newspapers, outdoor, radio and TV; all figures exclude agency
DENMARK
Digital ad spending includes display, email, mobile, paid search and other; excludes classifieds; all figures exclude agency
Total media ad spending includes cinema, digital, free publications, trade press, annuals and directories, magazines, newspapers,
outdoor, radio and TV; all figures exclude agency commissions and production costs; figures shown are after discounts from
rate card.
FRANCE
Digital ad spending includes display and paid search; excludes classifieds; all figures include agency commissions and production
costs; figures shown are after discounts from rate card.
Total media ad spending includes cinema, internet, magazines, newspapers, outdoor, radio and TV; all figures include agency
GERMANY
Digital ad spending excludes classifieds; all figures exclude agency commissions; figures shown are after discounts from
rate card.
Total media ad spending includes cinema, internet, magazines, newspapers, outdoor, radio and TV; all figures exclude agency
commissions; figures shown are after discounts from rate card.

INDIA
Digital ad spending excludes 15% agency commission.
Total media ad spending includes cinema, digital, magazines, newspapers, out-of-home, radio and TV; excludes 15%
agency commission.
INDONESIA
Digital ad spending includes classifieds; all figures include agency commissions; figures shown are after discounts from rate card.
commissions; figures shown are after discounts from rate card.
ITALY
Digital ad spending includes affiliate, display, email, paid search and mobile; excludes yellow pages; all figures include agency
commissions and exclude agency fees; figures shown are after discounts from rate card.
Total media ad spending includes cinema, digital, magazines, newspapers, outdoor, radio and TV; all figures include agency
commissions and exclude agency fees; figures shown are after discounts from rate card.
JAPAN
Digital ad spending includes display, mobile, search and production; all figures include agency commissions and production costs.
Total media ad spending includes internet, magazines, newspapers, outdoor/transit, performance-based advertising, production,
radio and TV; all figures include agency commissions and production costs.
MEXICO
Digital ad spending excludes classifieds; all figures include agency commissions and production costs; figures shown are after
commissions and production costs; figures shown are after discounts from rate card; includes free-to-air and pay TV.
NORWAY
Digital ad spending includes display, email, mobile and paid search; excludes classifieds; all figures exclude agency commissions
and production costs; figures shown are after discounts from rate card.
Total media ad spending includes cinema, internet, magazines/trade press, newspapers, out-of-home, radio and TV; all figures
exclude agency commissions; figures shown are after discounts from rate card.
RUSSIA
Digital ad spending includes display and paid search; all figures exclude agency commissions; figures shown are after discounts
from rate card.
Total media ad spending includes cinema, internet, magazines/trade press, newspapers, out-of-home, radio and TV; all figures
exclude agency commissions; figures shown are after discounts from rate card.

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