Marketers will spend over half of their $413.55 billion US ad total on media and entertainment platforms this year. US adults will spend an average of 12 hours, 44 minutes (12:44) per day with those platforms. But 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: Facebook and Instagram will claim over 20% of US digital ad revenues this year, but only about 7% of US adults’ daily time with media.