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INDUSTRIESMARKETSMarketingintheUnitedStates
CHAPTER01Overview
MarketingspendingintheUnitedStatesfrom2019to2023,bychannel(inbillionU.S.dollars)MarketingspendingintheU.S.2019-2023,bychannelOfflineOnline600500400320287.4253.13002001000154184.52228202219512023183.820204Description:In2023,marketingspendingintheUnitedStatesexceeded515billionU.S.dollars,ofwhich320billion(or62percent)wereallocatedtoonlineactivities.Thetotalfigurewasfivepercenthigherthanthe490-billion-dollarexpenditurerecordedayearearlier.Accordingtothesamesource,linearTVandexperiential/sponsorshipwereamongtheforecastfastest-growingofflinemarketingchannelsintheU.S.in2024.ReadmoreNote(s):UnitedStates;2019to2023Source(s):WinterberryGroup
ShareofcompanysrevenuespentonmarketingaccordingtoCMOsintheUnitedStatesfromFebruary2011toAugust2023ShareofcompanysrevenuespentonmarketingaccordingtoCMOsintheU.S.2011-202314%12%13.2%11.4%11%10.9%10.4%10%9.8%10%8%6%4%2%0%9.3%9.2%8.7%8.6%8.6%8.5%8.4%8.3%8.3%8.1%8.1%7.9%7.9%7.8%7.5%7.3%6.9%6.6%FebAugFebAugFebAugFebAugFebAugFebAugFebAugFebAugAugFebJunFebAugFebSepJanAug111112121313141415151616171718181920202121222223235Description:Duringasurveyamongchiefmarketingofficers(CMOs)fromfor-profitcompaniesintheUnitedStatesconcludedinAugust2023,theyreportedthat,onaverage,9.2percentoftheiremployersrevenueswereallocatedtomarketingactivities,upfrom8.7percentayearearlier.ReadmoreNote(s):UnitedStates;February2011toAugust2023;316*;amongmarketersfromfor-profitcompanies;*SamplesizeprovidedrefersonlytotheAugust2023survey.Datapreceding2020wasretrievedfromearlierreleases.ReadmoreSource(s):AmericanMarketingAssociation;Deloitte;DukeUniversity;TheCMOSurvey
Marketingexpensesasapercentageofcompaniesoverallbudgetsaccordin
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