A. Guttmann
Research Lead covering media
Advertising consumption and perception in the United States – statistics & facts
United, consumers stand. While divisions challenge predictions and consensuses across the United States, its market still presents patterns for advertisers looking for an avid audience. As of late 2024, over half of U.S. adults wanted brand messages that made them laugh, indicating an enduring trend of marketing as a source of escapism. Around the same time, another survey revealed the advertising medium Americans pay the most attention to: TV, selected by over one-quarter of respondents; online and social media ads were chosen by around one-fifth each. Consumers also sent a clear message about their favorite ways of discovering new brands. Yet again turning to classics, almost 40 percent of internet users polled that year picked word-of-mouth, closely followed by TV commercials.
