It was calculated that newspaper advertising spending worldwide is forecast to reach around 28.3 billion U.S. dollars in 2022. According to industry forecasts, this figure has been declining since 2007, when it amounted to 113 billion dollars, and it is projected to drop further to 26.6 billion dollars by 2024.

In 2021, newspaper advertising spending in North America amounted to 8.3 billion U.S. dollars. The medium will face a continued decline in ad investments over the next few years, and according to the latest data, spending will have fallen to six billion U.S. dollars by 2024.

Newspaper readership The newspaper industry in North America has faced many challenges over the past few decades. The advent of social media and other online platforms has arguably caused the most significant disruption to the industry, as audiences continue to replace print publications with digital sources. In the United States, print newspaper consumption has dropped to an average of nine minutes per day, and according to a recent survey, newspapers were voted one of the least popular platforms for daily news consumption among young generations in early 2021.

Has newspaper advertising lost its appeal? Newspaper advertising is one of the oldest forms of advertising. While print editions have long been an effective tool for reaching potential customers, the digital revolution is visibly shifting advertisers’ attention and investments away from this and other traditional ad formats. In the United States, circulation numbers for daily weekday newspapers have been falling for decades, making them less attractive platforms for ad placement. And even though most publications have already jumped on the digital train, online newspapers now generally rely on paid subscription models for revenue instead of advertising investments.

In 2024, newspaper advertising spending worldwide amounted to an estimated 27 billion U.S. dollars down from approximately 27.7 billion dollars a year earlier. Compared to the pre-pandemic 2019 result, the 2024 figure declined by over 32 percent.

This statistic shows data on the newspaper advertising revenue from 2003 to 2023, and projections until 2028. In 2024, newspaper advertising in Germany was forecast to generate a revenue of roughly 1.6 billion euros.

Newspaper ad spending in Central and Eastern Europe decreased by 4.6 percent in 2021. Furthermore, the advertising expenditure on that medium in the region was forecast to continue declining in the following years, most significantly in 2022. A similar trend was observed for CEE magazine advertising spending.

In 2023, the expenditure on newspaper advertising by the media industry in Thailand declined to around 1.9 billion Thai baht. The advertising spending thereby reached its lowest value recently. Notably, the spending on newspaper ads has been decreasing over the years.

In 2021, advertising revenue of U.S. newspaper publishers amounted to 10.17 billion U.S. dollars, slightly down from 10.22 billion in the previous year. Newspaper ad space revenue has been wavering for some time, and looks unlikely to recover to the levels recorded five years ago.

An evaluation of the advertising market in Western Europe shows that in 2021, newspaper advertising spending amounted to 9.21 billion U.S. dollars. Newspaper ad spend in the region is predicted to decline by four percent in 2022 and fall to 8.84 billion dollars that year.

In 2018, Andersen Corporation, an international window and door manufacturing company, was the leading newspaper advertiser in the United States, having spent roughly 97 million U.S. dollars on promoting its products and services through this medium.

Newspaper advertising spending

Newspaper ad spending worldwide dropped by almost eight percent in 2018, compared to 2017. In the past decade, the popularity of the medium has decreased considerably. This trend is also visible in data presenting the paid circulation of daily newspapers. With 63 million, circulation numbers peaked in 1987. Less than half that amount of papers was bought each day in 2018. For each dollar invested in print advertising, which includes newspapers, U.S. advertisers gained just over four U.S. dollars, making it the medium with the lowest return on advertising spending in 2018.

Leading magazine advertisers

In 2018, the leading magazine advertisers (in terms of ad spend) in the United States were L’Oréal, Procter & Gamble, and Kraft Heinz Co., respectively. L’Oréal spent almost 700 million U.S. dollars on ads, which was more than twice the amount Kraft Heinz Co. spent that year.

Newspaper advertising spending in Spain amounted to 341.2 million euros in 2023, marking a decrease from the previous year's value of 349.2 million. The figures included ad spend on daily and Sunday newspapers.

In the Middle East and North Africa (MENA) region newspaper ad expenditures is forecast to amount to 337 million U.S. dollars in 2022. During the same year, the newspaper ad spend in Asia Pacific is expected to reach nearly 9.7 billion dollars. Overall, it is estimated that global newspaper ad spending will decline over the next years.

In 2023, advertising spending on daily and weekly newspapers in Finland was roughly 154 million euros, decreasing by almost 13 percent from the previous year. Overall, newspaper advertising expenditure has decreased to roughly third of the figures from 2013. Newspaper advertising made up the majority of advertising expenditure on print media, which amounted to over 225 million euros in 2023.

In 2023, newspaper advertising spending in Brazil surpassed 1.13 billion reals, up from less than 862 million reals a year earlier. That represents an annual growth of over 30 percent. Meanwhile, Brazil's magazine ad spend declined to less than 240 million reals in 2023.

Construction, engineering and architectural services led in newspaper advertising spending in 2023 in the United States with 411.82 million U.S. dollars. Out of the largest spenders considered, television stations ranked last, spending only 12.84 million U.S. dollars. Find further statistics regarding the U.S. advertising market like ad spending of pharmaceutical houses & general practitioners and outdoor advertising spending.

The ad spending in the 'Newspaper Advertising' segment of the advertising market in Colombia was forecast to continuously decrease between 2024 and 2030 by in total 19.3 million U.S. dollars (-20.37 percent). After the twelfth consecutive decreasing year, the ad spending is estimated to reach 75.47 million U.S. dollars and therefore a new minimum in 2030. The Statista Market Insights cover a broad range of additional markets.

The newspaper advertising expenditure in Japan amounted to 351.2 billion Japanese yen in 2023. Ad expenses slightly recovered after declining considerably in 2020 due to the effects of the COVID-19 pandemic.

According to recent market data, it was calculated that in 2022 newspaper ad spending worldwide is expected to decrease by 5.2 percent compared to 2021. This medium has been receiving less attention from advertisers since 2008, with the second highest drop a year later, most probably as a result of recession. In 2020, when the coronavirus broke out, newspaper ad spend experienced the largest negative growth to date.

This statistic presents the share of consumers in the United States who found advertising in printed daily newspapers to be helpful as of May 2017. During the survey period, 12 percent of respondents had expressed that they found advertising in printed daily newspapers to be very helpful, while 14 percent had reported that it was not helpful at all.

This statistic displays the development of advertising expenditures in the European Union (EU 28) going on newspaper advertising from 2009 to 2018. In 2018, newspaper advertising spend in the EU 28 amounted to roughly 12.2 billion euros, a decrease compared to the previous year at approximately 13.3 billion euros. Newspaper ad spend fell from 22 billion euros in 2009.

Between 2019 and 2021, the food industry cut its expenditure on newspaper advertising in the United States by 55 percent – the spending amounted to less than 32.4 million U.S. dollars in the latter year.