Marketers will spend almost $390 billion on ads in the US this year, with more than half going to media and entertainment platforms that are constantly competing for consumers’ time and attention. US adults will spend an average of 12 hours, 37 minutes (12:37) per day with those platforms. Our analysis reveals significant—and sometimes extreme—imbalances between where marketers put their ad dollars and where consumers spend their media time.

Key Question: What insights can be gleaned by comparing our US time spent with media forecast with our US ad spending forecast—and where is ad spending most misaligned?

Key Stat: Meta draws a far larger share of US digital ad spending (21.3%) than would be expected, given the share of digital media time US adults spend on its platforms (7.5%, or 36 minutes) per day. No other major media platform comes close to this kind of skew.