As of early 2026, advertising investment decision-makers surveyed across the United States planned to allocate, on average, ** percent of their media budgets to digital video, including connected TV (CTV). Social media and paid search (search engine marketing, or SEM) followed, with average shares of **** and **** percent, respectively.
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IAB (U.S.). (January 28, 2026). Planned distribution of advertising expenditure in the United States in 2026, by medium [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 22, 2026, from /statistics/183691/us-advertising-expenditure-by-medium-since-2004/
IAB (U.S.). "Planned distribution of advertising expenditure in the United States in 2026, by medium." Chart. January 28, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 22, 2026. /statistics/183691/us-advertising-expenditure-by-medium-since-2004/
IAB (U.S.). (2026). Planned distribution of advertising expenditure in the United States in 2026, by medium. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 22, 2026. /statistics/183691/us-advertising-expenditure-by-medium-since-2004/
IAB (U.S.). "Planned Distribution of Advertising Expenditure in The United States in 2026, by Medium." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 28 Jan 2026, /statistics/183691/us-advertising-expenditure-by-medium-since-2004/
IAB (U.S.), Planned distribution of advertising expenditure in the United States in 2026, by medium ÌÇÐÄÆƽâ°æ, /statistics/183691/us-advertising-expenditure-by-medium-since-2004/ (last visited July 22, 2026)
Planned distribution of advertising expenditure in the United States in 2026, by medium [Graph], IAB (U.S.), January 28, 2026. [Online]. Available: /statistics/183691/us-advertising-expenditure-by-medium-since-2004/
