Marketers will spend over $350 billion on ads in the US this year alone. Most of those billions will go to media and entertainment platforms that are in constant competition for consumers’ time and attention. US adults will spend an average of 12 hours, 11 minutes per day with these platforms. Our analysis reveals significant—and sometimes extreme—imbalances between where consumers spend their media time and where marketers put their ad dollars.

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

KEY STAT: Among the top digital platforms for time spent, Meta takes in a disproportionately huge share of US digital ad spending (19.5%) compared with the amount of time per day US adults spend with its platforms (34 minutes, or 7.6% of daily time with digital media).