Time Spent With Media Continues To Grow, Even As Ad-Supported Media’s Share Erodes

The good news is the time consumers spend using media continues to grow in both the U.S. and worldwide. The bad news, according to the latest edition of an annual forecast released this morning by PQ Media, is the share of time they spending with ad-supported media continues to decline.

Time Spent With Ad-Supported Media Falls As Ad Spending Soars

Ad-supported media’s share of total consumer time spent with media fell to its lowest point ever in 2021, and is projected to continue falling over the next several years, even as spending by advertisers continues to rise. That paradox, which is based on a MediaPost analysis of data from PQ Media’s just-released consumer media usage forecast, implies a pronounced rise in ad cost inflation through 2025.