GITNUXREPORT 2026

Traditional Media Statistics

Traditional media remains widely used but is gradually declining as streaming and digital options grow.

Min-ji Park

Research Analyst focused on sustainability and consumer trends.

First published: Feb 13, 2026

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Statistic 1

Traditional media ad spend in U.S. was $202 billion in 2023.

Statistic 2

TV ad spend totaled $68.5 billion in U.S. 2023.

Statistic 3

Newspaper ad revenue share dropped to 4% of total U.S. ad market 2023.

Statistic 4

Radio ad spend reached $13.8 billion in U.S. 2022.

Statistic 5

Magazine ad pages totaled 45,000 in U.S. 2023.

Statistic 6

Local TV ad spend grew 2% to $20.1 billion 2023.

Statistic 7

Out-of-home ad spend in traditional media was $8.2 billion 2023.

Statistic 8

Print media ad revenue declined 9% to $22 billion U.S. 2023.

Statistic 9

Network TV ad revenue was $40.3 billion in 2023.

Statistic 10

Digital ad share overtook traditional at 60% in 2023.

Statistic 11

Spot radio ad revenue fell 5% to $9.5 billion 2023.

Statistic 12

Cable TV ad spend dropped 11% to $15.2 billion 2023.

Statistic 13

Traditional media ROI averaged 2.5x for brands in 2023.

Statistic 14

Political ad spend on TV reached $14 billion in 2022 midterms.

Statistic 15

Newspaper classified ads declined 15% to $2.1 billion 2023.

Statistic 16

Magazine direct mail ad revenue was $1.8 billion 2023.

Statistic 17

Traditional media CPM averaged $25 for TV in 2023.

Statistic 18

Total U.S. traditional media ad market share was 40% in 2023.

Statistic 19

U.S. TV political ad airings totaled 1.2 million in 2022 cycle.

Statistic 20

Global traditional media ad spend $500 billion in 2023.

Statistic 21

Radio network ad revenue $4.1 billion U.S. 2023.

Statistic 22

Print directory ads declined 18% to $1 billion 2023.

Statistic 23

TV spot market revenue $18.5 billion 2023.

Statistic 24

Traditional media frequency cap effectiveness 3.2x 2023.

Statistic 25

Newspaper retail ads $3.8 billion U.S. 2023.

Statistic 26

Magazine pharma ads $5.2 billion 2023.

Statistic 27

Magazine print circulation in U.S. totaled 282 million in 2022.

Statistic 28

U.S. magazine ad revenue fell 4% to $13.1 billion in 2022.

Statistic 29

Digital magazine readership reached 160 million monthly in U.S. 2023.

Statistic 30

Consumer magazine single-copy sales dropped 12% to 16 million in 2023.

Statistic 31

85% of U.S. adults read magazines monthly in 2022.

Statistic 32

Fashion magazines ad pages increased 3% in 2023.

Statistic 33

Weekly news magazines circulation fell to 1.2 million U.S. 2023.

Statistic 34

Magazine digital editions grew 15% to 45 million in 2023.

Statistic 35

Women's magazines readership share was 25% among women 18-49.

Statistic 36

U.S. magazine employment stood at 120,000 in 2023.

Statistic 37

Subscription revenue for magazines rose 7% to $6.2 billion 2023.

Statistic 38

Health/Fitness magazines saw 10% ad revenue growth 2023.

Statistic 39

Average magazine issue readership was 2.1 readers per copy 2023.

Statistic 40

Teen magazines circulation declined 18% since 2019.

Statistic 41

U.S. magazine consumer revenue was $16.4 billion in 2022.

Statistic 42

Trade magazines numbered 6,500 in U.S. 2023.

Statistic 43

Vogue magazine monthly readers were 12 million 2023.

Statistic 44

U.K. magazine sector ad revenue £1.2 billion 2023.

Statistic 45

Celebrity magazines circulation fell 20% to 4 million 2023.

Statistic 46

Magazine app downloads reached 50 million annually 2023.

Statistic 47

Automotive magazines ad share was 15% category 2023.

Statistic 48

Senior magazines readership 40 million U.S. adults 2023.

Statistic 49

Magazine paper consumption dropped 25% since 2010 to 2023.

Statistic 50

Custom magazines revenue $2.5 billion globally 2023.

Statistic 51

U.S. newspaper print circulation fell 7.5% to 20.4 million in 2023.

Statistic 52

Digital newspaper subscriptions grew 10% to 3.2 million in U.S. 2023.

Statistic 53

Average U.S. daily newspaper readers numbered 21 million in 2022.

Statistic 54

Local newspaper weekly readership was 68% among adults in 2023.

Statistic 55

U.S. newspapers published 1,300 fewer print editions in 2022.

Statistic 56

Broadsheet newspapers circulation declined 12% YoY in 2023.

Statistic 57

75% of U.S. adults read print newspapers weekly pre-2010, now 23%.

Statistic 58

New York Times print circulation was 315,000 daily in 2023.

Statistic 59

U.S. newspaper ad revenue dropped to $9.6 billion in 2022.

Statistic 60

Weekend newspaper readership share was 41% in 2023.

Statistic 61

Tabloid newspapers saw 5% circulation rise in urban areas 2023.

Statistic 62

47% of U.S. newspapers lost 50%+ circulation since 2005.

Statistic 63

Daily newspaper employment fell to 31,000 in U.S. 2023.

Statistic 64

Online-only local news sites grew 20% to 1,500 in 2023.

Statistic 65

Print ad pages in newspapers declined 8% in 2023.

Statistic 66

National newspapers circulation averaged 8.5 million weekly UK 2023.

Statistic 67

U.S. newspaper recycling rate reached 78% in 2022.

Statistic 68

U.K. newspaper ABC circulation for The Sun was 1.2 million 2023.

Statistic 69

Global newspaper circulation totaled 1.6 billion copies annually 2022.

Statistic 70

U.S. daily newspaper penetration fell to 13% households 2023.

Statistic 71

Wall Street Journal daily print was 650,000 copies 2023.

Statistic 72

Community newspapers numbered 7,000 in U.S. 2023.

Statistic 73

Newspaper digital unique visitors averaged 120 million monthly 2023.

Statistic 74

Japan newspaper circulation was 35 million daily 2023.

Statistic 75

U.S. newspaper closures averaged 2 per week in 2023.

Statistic 76

Print newsstand sales grew 5% for weeklies 2023.

Statistic 77

Newspaper journalists of color reached 22% in U.S. 2023.

Statistic 78

Australia newspaper digital subs hit 1 million 2023.

Statistic 79

India vernacular newspapers circulation 250 million 2023.

Statistic 80

U.S. radio listening via AM/FM reached 82% weekly reach among adults 12+ in 2023.

Statistic 81

Average U.S. adult radio listening time was 1 hour 22 minutes daily in Q1 2023.

Statistic 82

Country music radio share was 9.4% among adults 25-54 in 2023.

Statistic 83

70% of U.S. commuters listen to radio weekly in 2023.

Statistic 84

News/Talk radio averaged 12.5% share in mornings 2023.

Statistic 85

Pandora radio listening share dropped to 6% in 2023.

Statistic 86

91 million U.S. persons 12+ listen to radio in-car weekly.

Statistic 87

Spanish-language radio reach was 94% among Hispanics in 2023.

Statistic 88

HD Radio adoption grew 5% to 15 million devices in 2023.

Statistic 89

Sports radio share increased 2% to 7.8% AQH 2023.

Statistic 90

Women 25-54 radio listening time averaged 13 hours weekly in 2023.

Statistic 91

U.S. radio audience 18-34 weekly reach was 68% in 2023.

Statistic 92

Adults 25-54 average quarter-hour radio share was 80% AM/FM 2023.

Statistic 93

Podcast listening via radio apps grew 25% to 42 million 2023.

Statistic 94

Urban radio stations reached 92% of Black listeners weekly 2023.

Statistic 95

Christian radio share rose to 3.2% AQH 2023.

Statistic 96

Radio streaming hours totaled 15 billion in U.S. 2023.

Statistic 97

Men 18-49 radio listening was 12 hours 45 minutes weekly 2023.

Statistic 98

Public radio NPR weekly audience was 42 million 2023.

Statistic 99

Classic Hits radio format share was 8.7% in 2023.

Statistic 100

Radio ad recall was 25% higher than digital in 2023 study.

Statistic 101

Mexico City radio listenership reached 95% daily 2023.

Statistic 102

In 2023, U.S. television households reached 122.4 million, representing 96.2% penetration of total households.

Statistic 103

Average U.S. adult TV viewing time in Q1 2023 was 2 hours 32 minutes per day, a 4.5% decline year-over-year.

Statistic 104

Live + same-day TV viewing among persons 2+ averaged 3 hours 14 minutes daily in 2022.

Statistic 105

Cable TV penetration in U.S. households dropped to 70.1% in 2023 from 72.4% in 2022.

Statistic 106

Broadcast TV viewership share fell to 20.2% in primetime among adults 18-49 in 2023.

Statistic 107

Streaming captured 38.7% of total TV usage in U.S. during March 2023.

Statistic 108

Super Bowl LVII drew 115.1 million average viewers on Fox in 2023.

Statistic 109

U.S. pay-TV subscribers declined by 5.5 million in 2022 to 70.1 million.

Statistic 110

Local news viewership on TV averaged 20.5 million adults 25-54 weekly in 2022.

Statistic 111

Evening network news audience averaged 6.3 million viewers in 2023.

Statistic 112

Sports on linear TV accounted for 12% of total viewing time in 2023.

Statistic 113

Hispanic TV household penetration reached 99% in the U.S. in 2023.

Statistic 114

Kids 2-11 TV usage averaged 2 hours 48 minutes daily in 2022.

Statistic 115

Primetime TV viewing share for Big 4 networks was 18.4% in 2023.

Statistic 116

VOD viewing grew 10% to 28 minutes average daily per person in 2023.

Statistic 117

OTA TV households increased to 19% of U.S. total in 2023.

Statistic 118

News genre captured 11% of total TV time in March 2023.

Statistic 119

Adults 18-34 TV viewing dropped 15% YoY to 1 hour 45 minutes in 2023.

Statistic 120

Cable news averaged 1.2 million primetime viewers daily in 2023.

Statistic 121

TV advertising impressions reached 2.1 trillion in the U.S. in 2022.

Statistic 122

In 2023, U.S. TV viewership for scripted series averaged 4.2 million per episode.

Statistic 123

Multicast TV stations reached 25% of primetime viewing in 2023.

Statistic 124

U.S. adults 50+ TV viewing time was 4 hours 12 minutes daily 2023.

Statistic 125

FAST services captured 2.1% of total TV usage in 2023.

Statistic 126

Late-night TV audience averaged 1.8 million viewers 2023.

Statistic 127

Daytime soap operas viewership fell to 2.1 million daily 2023.

Statistic 128

TV news trust among Republicans was 14% in 2023.

Statistic 129

African American TV viewing share was 15% of total 2023.

Statistic 130

Reality TV genre share was 22% primetime 2023.

Statistic 131

TV household broadband penetration hit 89% in 2023.

Statistic 132

In Q4 2023, TV viewing peaked at 3 hours 45 minutes on Sundays.

Statistic 133

Broadcast news programs averaged 5.2 million viewers nightly 2023.

1/133

Sources

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While streaming services are capturing a massive 38.7% of TV usage and younger audiences are tuning out, the undeniable reality is that traditional media—from the Super Bowl’s 115 million viewers to local news reaching over 20 million adults weekly—still holds immense, if evolving, power.

Key Takeaways

In 2023, U.S. television households reached 122.4 million, representing 96.2% penetration of total households.
Average U.S. adult TV viewing time in Q1 2023 was 2 hours 32 minutes per day, a 4.5% decline year-over-year.
Live + same-day TV viewing among persons 2+ averaged 3 hours 14 minutes daily in 2022.
U.S. radio listening via AM/FM reached 82% weekly reach among adults 12+ in 2023.
Average U.S. adult radio listening time was 1 hour 22 minutes daily in Q1 2023.
Country music radio share was 9.4% among adults 25-54 in 2023.
U.S. newspaper print circulation fell 7.5% to 20.4 million in 2023.
Digital newspaper subscriptions grew 10% to 3.2 million in U.S. 2023.
Average U.S. daily newspaper readers numbered 21 million in 2022.
Magazine print circulation in U.S. totaled 282 million in 2022.
U.S. magazine ad revenue fell 4% to $13.1 billion in 2022.
Digital magazine readership reached 160 million monthly in U.S. 2023.
Traditional media ad spend in U.S. was $202 billion in 2023.
TV ad spend totaled $68.5 billion in U.S. 2023.
Newspaper ad revenue share dropped to 4% of total U.S. ad market 2023.

Traditional media remains widely used but is gradually declining as streaming and digital options grow.

Advertising

Traditional media ad spend in U.S. was $202 billion in 2023.
TV ad spend totaled $68.5 billion in U.S. 2023.
Newspaper ad revenue share dropped to 4% of total U.S. ad market 2023.
Radio ad spend reached $13.8 billion in U.S. 2022.
Magazine ad pages totaled 45,000 in U.S. 2023.
Local TV ad spend grew 2% to $20.1 billion 2023.
Out-of-home ad spend in traditional media was $8.2 billion 2023.
Print media ad revenue declined 9% to $22 billion U.S. 2023.
Network TV ad revenue was $40.3 billion in 2023.
Digital ad share overtook traditional at 60% in 2023.
Spot radio ad revenue fell 5% to $9.5 billion 2023.
Cable TV ad spend dropped 11% to $15.2 billion 2023.
Traditional media ROI averaged 2.5x for brands in 2023.
Political ad spend on TV reached $14 billion in 2022 midterms.
Newspaper classified ads declined 15% to $2.1 billion 2023.
Magazine direct mail ad revenue was $1.8 billion 2023.
Traditional media CPM averaged $25 for TV in 2023.
Total U.S. traditional media ad market share was 40% in 2023.
U.S. TV political ad airings totaled 1.2 million in 2022 cycle.
Global traditional media ad spend $500 billion in 2023.
Radio network ad revenue $4.1 billion U.S. 2023.
Print directory ads declined 18% to $1 billion 2023.
TV spot market revenue $18.5 billion 2023.
Traditional media frequency cap effectiveness 3.2x 2023.
Newspaper retail ads $3.8 billion U.S. 2023.
Magazine pharma ads $5.2 billion 2023.

Advertising Interpretation

Traditional media may be shrinking and groaning under the digital weight, but with a $202 billion war chest, a 2.5x ROI, and an uncanny ability to reach voters and patients between magazine pages, it's less a ghost and more a grumpy, wealthy uncle who still knows how to get things done.

Magazines

Magazine print circulation in U.S. totaled 282 million in 2022.
U.S. magazine ad revenue fell 4% to $13.1 billion in 2022.
Digital magazine readership reached 160 million monthly in U.S. 2023.
Consumer magazine single-copy sales dropped 12% to 16 million in 2023.
85% of U.S. adults read magazines monthly in 2022.
Fashion magazines ad pages increased 3% in 2023.
Weekly news magazines circulation fell to 1.2 million U.S. 2023.
Magazine digital editions grew 15% to 45 million in 2023.
Women's magazines readership share was 25% among women 18-49.
U.S. magazine employment stood at 120,000 in 2023.
Subscription revenue for magazines rose 7% to $6.2 billion 2023.
Health/Fitness magazines saw 10% ad revenue growth 2023.
Average magazine issue readership was 2.1 readers per copy 2023.
Teen magazines circulation declined 18% since 2019.
U.S. magazine consumer revenue was $16.4 billion in 2022.
Trade magazines numbered 6,500 in U.S. 2023.
Vogue magazine monthly readers were 12 million 2023.
U.K. magazine sector ad revenue £1.2 billion 2023.
Celebrity magazines circulation fell 20% to 4 million 2023.
Magazine app downloads reached 50 million annually 2023.
Automotive magazines ad share was 15% category 2023.
Senior magazines readership 40 million U.S. adults 2023.
Magazine paper consumption dropped 25% since 2010 to 2023.
Custom magazines revenue $2.5 billion globally 2023.

Magazines Interpretation

Despite magazines clinging to paper by their fingernails, their heart now beats digitally, buoyed by resilient readers, niche passions, and a stubborn willingness to pay for the right glossy escape.

Newspapers

U.S. newspaper print circulation fell 7.5% to 20.4 million in 2023.
Digital newspaper subscriptions grew 10% to 3.2 million in U.S. 2023.
Average U.S. daily newspaper readers numbered 21 million in 2022.
Local newspaper weekly readership was 68% among adults in 2023.
U.S. newspapers published 1,300 fewer print editions in 2022.
Broadsheet newspapers circulation declined 12% YoY in 2023.
75% of U.S. adults read print newspapers weekly pre-2010, now 23%.
New York Times print circulation was 315,000 daily in 2023.
U.S. newspaper ad revenue dropped to $9.6 billion in 2022.
Weekend newspaper readership share was 41% in 2023.
Tabloid newspapers saw 5% circulation rise in urban areas 2023.
47% of U.S. newspapers lost 50%+ circulation since 2005.
Daily newspaper employment fell to 31,000 in U.S. 2023.
Online-only local news sites grew 20% to 1,500 in 2023.
Print ad pages in newspapers declined 8% in 2023.
National newspapers circulation averaged 8.5 million weekly UK 2023.
U.S. newspaper recycling rate reached 78% in 2022.
U.K. newspaper ABC circulation for The Sun was 1.2 million 2023.
Global newspaper circulation totaled 1.6 billion copies annually 2022.
U.S. daily newspaper penetration fell to 13% households 2023.
Wall Street Journal daily print was 650,000 copies 2023.
Community newspapers numbered 7,000 in U.S. 2023.
Newspaper digital unique visitors averaged 120 million monthly 2023.
Japan newspaper circulation was 35 million daily 2023.
U.S. newspaper closures averaged 2 per week in 2023.
Print newsstand sales grew 5% for weeklies 2023.
Newspaper journalists of color reached 22% in U.S. 2023.
Australia newspaper digital subs hit 1 million 2023.
India vernacular newspapers circulation 250 million 2023.

Newspapers Interpretation

Traditional media’s obituary has been prematurely written, because while its print heart is flatlining, its digital pulse is quickening, proving the patient isn't dead but rather enduring a messy, necessary, and surprisingly local transformation.

Radio

U.S. radio listening via AM/FM reached 82% weekly reach among adults 12+ in 2023.
Average U.S. adult radio listening time was 1 hour 22 minutes daily in Q1 2023.
Country music radio share was 9.4% among adults 25-54 in 2023.
70% of U.S. commuters listen to radio weekly in 2023.
News/Talk radio averaged 12.5% share in mornings 2023.
Pandora radio listening share dropped to 6% in 2023.
91 million U.S. persons 12+ listen to radio in-car weekly.
Spanish-language radio reach was 94% among Hispanics in 2023.
HD Radio adoption grew 5% to 15 million devices in 2023.
Sports radio share increased 2% to 7.8% AQH 2023.
Women 25-54 radio listening time averaged 13 hours weekly in 2023.
U.S. radio audience 18-34 weekly reach was 68% in 2023.
Adults 25-54 average quarter-hour radio share was 80% AM/FM 2023.
Podcast listening via radio apps grew 25% to 42 million 2023.
Urban radio stations reached 92% of Black listeners weekly 2023.
Christian radio share rose to 3.2% AQH 2023.
Radio streaming hours totaled 15 billion in U.S. 2023.
Men 18-49 radio listening was 12 hours 45 minutes weekly 2023.
Public radio NPR weekly audience was 42 million 2023.
Classic Hits radio format share was 8.7% in 2023.
Radio ad recall was 25% higher than digital in 2023 study.
Mexico City radio listenership reached 95% daily 2023.

Radio Interpretation

Despite the endless digital noise, radio stubbornly maintains its role as America's daily companion, proving that while you can skip an ad, you can't outrun a good song, a traffic update, or the collective need for something to argue with during your commute.

Television

In 2023, U.S. television households reached 122.4 million, representing 96.2% penetration of total households.
Average U.S. adult TV viewing time in Q1 2023 was 2 hours 32 minutes per day, a 4.5% decline year-over-year.
Live + same-day TV viewing among persons 2+ averaged 3 hours 14 minutes daily in 2022.
Cable TV penetration in U.S. households dropped to 70.1% in 2023 from 72.4% in 2022.
Broadcast TV viewership share fell to 20.2% in primetime among adults 18-49 in 2023.
Streaming captured 38.7% of total TV usage in U.S. during March 2023.
Super Bowl LVII drew 115.1 million average viewers on Fox in 2023.
U.S. pay-TV subscribers declined by 5.5 million in 2022 to 70.1 million.
Local news viewership on TV averaged 20.5 million adults 25-54 weekly in 2022.
Evening network news audience averaged 6.3 million viewers in 2023.
Sports on linear TV accounted for 12% of total viewing time in 2023.
Hispanic TV household penetration reached 99% in the U.S. in 2023.
Kids 2-11 TV usage averaged 2 hours 48 minutes daily in 2022.
Primetime TV viewing share for Big 4 networks was 18.4% in 2023.
VOD viewing grew 10% to 28 minutes average daily per person in 2023.
OTA TV households increased to 19% of U.S. total in 2023.
News genre captured 11% of total TV time in March 2023.
Adults 18-34 TV viewing dropped 15% YoY to 1 hour 45 minutes in 2023.
Cable news averaged 1.2 million primetime viewers daily in 2023.
TV advertising impressions reached 2.1 trillion in the U.S. in 2022.
In 2023, U.S. TV viewership for scripted series averaged 4.2 million per episode.
Multicast TV stations reached 25% of primetime viewing in 2023.
U.S. adults 50+ TV viewing time was 4 hours 12 minutes daily 2023.
FAST services captured 2.1% of total TV usage in 2023.
Late-night TV audience averaged 1.8 million viewers 2023.
Daytime soap operas viewership fell to 2.1 million daily 2023.
TV news trust among Republicans was 14% in 2023.
African American TV viewing share was 15% of total 2023.
Reality TV genre share was 22% primetime 2023.
TV household broadband penetration hit 89% in 2023.
In Q4 2023, TV viewing peaked at 3 hours 45 minutes on Sundays.
Broadcast news programs averaged 5.2 million viewers nightly 2023.

Television Interpretation

Traditional television still clings to the cultural couch like a tenacious, graying uncle—ubiquitous in household presence, habitually watched for hours, and still commanding titanic events like the Super Bowl—yet it is undeniably hemorrhaging its younger viewers and overall relevance to the relentless drip-drip-drip of streaming's convenience.

Sources & References

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