GITNUXREPORT 2025

Traditional Media Statistics

Traditional media remains vital despite declining revenue and digital shift.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

In 2023, traditional TV advertising revenue in the US was approximately $65 billion

Statistic 2

Newspaper advertising revenue in the US declined by 50% over the past decade

Statistic 3

In 2023, radio advertising revenue in the US reached about $13 billion

Statistic 4

Traditional magazine advertising revenue dropped by 15% in 2022

Statistic 5

The estimated global advertising spend on traditional media (TV, radio, newspapers, magazines) totals around $500 billion annually

Statistic 6

In 2023, nearly 60% of advertising revenue from magazines comes from partnerships with major brands

Statistic 7

Traditional media accounts for about 55% of total advertising spend in developed countries

Statistic 8

Overall print advertising expenditure in newspapers and magazines declined by 12% in 2023 worldwide

Statistic 9

The average cost per thousand impressions (CPM) for TV advertising is approximately $30

Statistic 10

Traditional media's share of total advertising revenue has decreased from 70% in 2010 to around 55% in 2023

Statistic 11

In 2023, local newspapers still control around 35% of local advertising revenue

Statistic 12

The average cost of a 30-second TV commercial in prime time is approximately $115,000 in 2023

Statistic 13

Traditional media advertising revenues in Japan reached approximately $45 billion in 2022

Statistic 14

The share of advertising spend on newspapers in Europe has dropped below 20% in 2023

Statistic 15

In 2023, direct mail advertising in the US accounts for approximately $45 billion in revenue

Statistic 16

In 2023, spend on outdoor billboard advertising remained steady at approximately $8 billion globally

Statistic 17

The average cost per 1,000 views for billboard advertising in urban areas is about $15

Statistic 18

Regional and local newspapers account for nearly 25% of all newspaper ad revenue

Statistic 19

Advertising spend on magazines has increased slightly by 3% in 2023 compared to the previous year

Statistic 20

In 2023, radio advertising's share of total media ad spend is approximately 10%, making it one of the smallest segments

Statistic 21

The revenue from traditional TV advertising in China reached about $30 billion in 2022

Statistic 22

Approximately 85% of traditional advertising budgets in Japan are spent on TV and newspapers, reflecting media preferences

Statistic 23

In 2023, the average cost for a national TV advertising campaign is approximately $2 million

Statistic 24

Traditional media advertising in Germany accounted for around 52% of total ad spend in 2022

Statistic 25

The rate of decline in print advertising revenue has slowed in some regions, stabilizing at about 2% annually

Statistic 26

The investment in traditional media in Latin America increased by 8% in 2023, reaching over $20 billion

Statistic 27

In 2023, approximately 50% of radio advertising revenue in the US comes from local businesses

Statistic 28

The total advertising expenditure in Australia on traditional media in 2022 was approximately $8 billion

Statistic 29

The share of total advertising spent on outdoor billboards increased by 4% in 2023, reaching over $10 billion globally

Statistic 30

The revenue from traditional media advertising in India is estimated at over $15 billion in 2022, with growth projected for next years

Statistic 31

The percentage of global advertising spend dedicated to print media (newspapers and magazines) has declined from over 20% in 2010 to around 10% in 2023

Statistic 32

The average age of newspaper readers in the US is now over 50 years old

Statistic 33

Traditional media remains a critical source for reaching older demographics, with over 65% of seniors consuming traditional radio or TV daily

Statistic 34

The average age of magazine readers in the US is 47 years old

Statistic 35

The median age of newspaper readers in the UK is around 55 years, indicating an aging readership

Statistic 36

In 2023, 70% of marketers allocated a significant portion of their budget to traditional media channels

Statistic 37

In 2023, television remains the dominant advertising medium for local businesses, accounting for over 40% of local ad spend

Statistic 38

In 2023, about 65% of the total global advertising investment is still allocated to traditional media channels

Statistic 39

Approximately 80% of TV advertising campaigns include a digital component in 2023

Statistic 40

Approximately 15% of all digital advertising budgets are still allocated to traditional media channels, reflecting integrated marketing strategies

Statistic 41

In 2023, more than 50% of radio advertising is now done via digital streaming services

Statistic 42

In 2023, nearly 70% of traditional media advertising budgets are focused on digital extensions like TV and radio

Statistic 43

The proportion of advertising budgets spent on traditional media in developing countries remains higher, often exceeding 60%, due to higher rates of media penetration

Statistic 44

The global digital ad spend has exceeded $500 billion, but traditional media still commands over half of total advertising expenditure

Statistic 45

The majority of advertising spending in Southeast Asia is still directed toward traditional channels, especially TV and outdoor, with over 65% of total media budgets

Statistic 46

In 2023, approximately 70% of small and medium-sized enterprises (SMEs) in developed economies still advertise through traditional media, such as newspapers and radio

Statistic 47

Approximately 78% of Americans still consume traditional television daily

Statistic 48

The average American spends over 4 hours per day watching traditional TV

Statistic 49

Nearly 57% of adults still prefer receiving news via traditional newspapers

Statistic 50

68% of Americans still listen to AM/FM radio weekly

Statistic 51

The circulation for major newspapers has decreased by over 20% in the last 5 years

Statistic 52

About 38% of TV viewers in 2023 still primarily watch cable television

Statistic 53

The average newspaper readership in the US has declined to below 100 million adults

Statistic 54

45% of households still subscribe to at least one traditional newspaper

Statistic 55

Traditional media still reaches approximately 90% of households in many emerging markets

Statistic 56

The average lifespan of a print newspaper is now less than 24 hours before most copies are discarded

Statistic 57

The number of radio stations operating in the US exceeds 15,000

Statistic 58

Over 20% of Americans still prefer to get their news from traditional newspapers over online sources

Statistic 59

Approximately 40% of the world's population is still reached via traditional media daily

Statistic 60

The average time spent per day by consumers on print media is about 12 minutes

Statistic 61

About 1 in 4 TV households still rely primarily on cable TV for their programming

Statistic 62

65% of consumers report paying more attention to TV ads during major sporting events

Statistic 63

The global print magazine circulation has decreased by over 35% since 2010

Statistic 64

The average network television viewership has declined by about 25% since 2018

Statistic 65

The number of print advertising pages in magazines has decreased by roughly 60% over the past decade

Statistic 66

Over 90% of traditional media advertising campaigns include some form of print or broadcast media

Statistic 67

55% of viewers in the US still prefer watching broadcast TV over streaming options

Statistic 68

The usage of traditional media for news in Africa remains high, with over 70% of people relying on radio daily

Statistic 69

Over 65% of seniors still get their news from traditional sources like TV and radio

Statistic 70

The average viewership of major sports televised on traditional TV in the US is over 20 million per game

Statistic 71

In 2023, the number of daily newspapers in circulation globally has fallen below 300,000

Statistic 72

As of 2023, about 20% of the world's print magazines are digital-only publications, a rise from previous years

Statistic 73

Around 40% of consumers aged 55 and older still rely on traditional media for news and entertainment

Statistic 74

Radio remains a vital part of advertising strategies in rural areas, with over 75% of rural advertising budgets allocated to it

Statistic 75

Investments in outdoor advertising in emerging markets grew by approximately 10% in 2023, surpassing $9 billion globally

Statistic 76

In 2023, the average cost per minute for a local radio ad is about $500, depending on market size

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Sources

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Key Highlights

In 2023, traditional TV advertising revenue in the US was approximately $65 billion
Approximately 78% of Americans still consume traditional television daily
The average American spends over 4 hours per day watching traditional TV
Newspaper advertising revenue in the US declined by 50% over the past decade
In 2023, radio advertising revenue in the US reached about $13 billion
Nearly 57% of adults still prefer receiving news via traditional newspapers
Traditional magazine advertising revenue dropped by 15% in 2022
68% of Americans still listen to AM/FM radio weekly
The circulation for major newspapers has decreased by over 20% in the last 5 years
About 38% of TV viewers in 2023 still primarily watch cable television
The estimated global advertising spend on traditional media (TV, radio, newspapers, magazines) totals around $500 billion annually
In 2023, 70% of marketers allocated a significant portion of their budget to traditional media channels
The average newspaper readership in the US has declined to below 100 million adults

Despite the rise of digital marketing, traditional media still commands over half of global advertising spend in 2023, with billions invested in TV, radio, newspapers, and outdoor advertising worldwide.

Advertising Revenue Trends

In 2023, traditional TV advertising revenue in the US was approximately $65 billion
Newspaper advertising revenue in the US declined by 50% over the past decade
In 2023, radio advertising revenue in the US reached about $13 billion
Traditional magazine advertising revenue dropped by 15% in 2022
The estimated global advertising spend on traditional media (TV, radio, newspapers, magazines) totals around $500 billion annually
In 2023, nearly 60% of advertising revenue from magazines comes from partnerships with major brands
Traditional media accounts for about 55% of total advertising spend in developed countries
Overall print advertising expenditure in newspapers and magazines declined by 12% in 2023 worldwide
The average cost per thousand impressions (CPM) for TV advertising is approximately $30
Traditional media's share of total advertising revenue has decreased from 70% in 2010 to around 55% in 2023
In 2023, local newspapers still control around 35% of local advertising revenue
The average cost of a 30-second TV commercial in prime time is approximately $115,000 in 2023
Traditional media advertising revenues in Japan reached approximately $45 billion in 2022
The share of advertising spend on newspapers in Europe has dropped below 20% in 2023
In 2023, direct mail advertising in the US accounts for approximately $45 billion in revenue
In 2023, spend on outdoor billboard advertising remained steady at approximately $8 billion globally
The average cost per 1,000 views for billboard advertising in urban areas is about $15
Regional and local newspapers account for nearly 25% of all newspaper ad revenue
Advertising spend on magazines has increased slightly by 3% in 2023 compared to the previous year
In 2023, radio advertising's share of total media ad spend is approximately 10%, making it one of the smallest segments
The revenue from traditional TV advertising in China reached about $30 billion in 2022
Approximately 85% of traditional advertising budgets in Japan are spent on TV and newspapers, reflecting media preferences
In 2023, the average cost for a national TV advertising campaign is approximately $2 million
Traditional media advertising in Germany accounted for around 52% of total ad spend in 2022
The rate of decline in print advertising revenue has slowed in some regions, stabilizing at about 2% annually
The investment in traditional media in Latin America increased by 8% in 2023, reaching over $20 billion
In 2023, approximately 50% of radio advertising revenue in the US comes from local businesses
The total advertising expenditure in Australia on traditional media in 2022 was approximately $8 billion
The share of total advertising spent on outdoor billboards increased by 4% in 2023, reaching over $10 billion globally
The revenue from traditional media advertising in India is estimated at over $15 billion in 2022, with growth projected for next years
The percentage of global advertising spend dedicated to print media (newspapers and magazines) has declined from over 20% in 2010 to around 10% in 2023

Advertising Revenue Trends Interpretation

Despite commanding over half of the advertising budget in developed countries, traditional media's share has dwindled from 70% in 2010 to just 55% in 2023, illustrating a steady yet unmistakable shift from print and broadcast to digital, as global investments in traditional channels still total a hefty $500 billion annually—proof that old dogs, like traditional TV and newspapers, are struggling to keep up with the digital hare racing ahead.

Demographic Insights

The average age of newspaper readers in the US is now over 50 years old
Traditional media remains a critical source for reaching older demographics, with over 65% of seniors consuming traditional radio or TV daily
The average age of magazine readers in the US is 47 years old
The median age of newspaper readers in the UK is around 55 years, indicating an aging readership

Demographic Insights Interpretation

As traditional media's audience ages like fine wine, it underscores the industry's urgent need to innovate or risk becoming a vintage in the digital era.

Digital Versus Traditional Advertising

In 2023, 70% of marketers allocated a significant portion of their budget to traditional media channels
In 2023, television remains the dominant advertising medium for local businesses, accounting for over 40% of local ad spend
In 2023, about 65% of the total global advertising investment is still allocated to traditional media channels
Approximately 80% of TV advertising campaigns include a digital component in 2023
Approximately 15% of all digital advertising budgets are still allocated to traditional media channels, reflecting integrated marketing strategies
In 2023, more than 50% of radio advertising is now done via digital streaming services
In 2023, nearly 70% of traditional media advertising budgets are focused on digital extensions like TV and radio
The proportion of advertising budgets spent on traditional media in developing countries remains higher, often exceeding 60%, due to higher rates of media penetration
The global digital ad spend has exceeded $500 billion, but traditional media still commands over half of total advertising expenditure
The majority of advertising spending in Southeast Asia is still directed toward traditional channels, especially TV and outdoor, with over 65% of total media budgets
In 2023, approximately 70% of small and medium-sized enterprises (SMEs) in developed economies still advertise through traditional media, such as newspapers and radio

Digital Versus Traditional Advertising Interpretation

Despite the digital swell, traditional media continues to command the advertising seas in 2023, with over 70% of marketers still anchoring their budgets there, proving that sometimes old school truly outshines new tricks—particularly when local audiences and developing economies remain wired to classic channels like TV and radio.

Media Consumption Trends

Approximately 78% of Americans still consume traditional television daily
The average American spends over 4 hours per day watching traditional TV
Nearly 57% of adults still prefer receiving news via traditional newspapers
68% of Americans still listen to AM/FM radio weekly
The circulation for major newspapers has decreased by over 20% in the last 5 years
About 38% of TV viewers in 2023 still primarily watch cable television
The average newspaper readership in the US has declined to below 100 million adults
45% of households still subscribe to at least one traditional newspaper
Traditional media still reaches approximately 90% of households in many emerging markets
The average lifespan of a print newspaper is now less than 24 hours before most copies are discarded
The number of radio stations operating in the US exceeds 15,000
Over 20% of Americans still prefer to get their news from traditional newspapers over online sources
Approximately 40% of the world's population is still reached via traditional media daily
The average time spent per day by consumers on print media is about 12 minutes
About 1 in 4 TV households still rely primarily on cable TV for their programming
65% of consumers report paying more attention to TV ads during major sporting events
The global print magazine circulation has decreased by over 35% since 2010
The average network television viewership has declined by about 25% since 2018
The number of print advertising pages in magazines has decreased by roughly 60% over the past decade
Over 90% of traditional media advertising campaigns include some form of print or broadcast media
55% of viewers in the US still prefer watching broadcast TV over streaming options
The usage of traditional media for news in Africa remains high, with over 70% of people relying on radio daily
Over 65% of seniors still get their news from traditional sources like TV and radio
The average viewership of major sports televised on traditional TV in the US is over 20 million per game
In 2023, the number of daily newspapers in circulation globally has fallen below 300,000
As of 2023, about 20% of the world's print magazines are digital-only publications, a rise from previous years
Around 40% of consumers aged 55 and older still rely on traditional media for news and entertainment

Media Consumption Trends Interpretation

Despite the digital age's relentless march, traditional media—still the trusted old horse—continues to reach the majority of households worldwide, proving that while jargon may evolve, the human penchant for familiar news and entertainment endures, even as print's final pages turn and viewers increasingly click rather than tune.

Regional and Market-Specific Data

Radio remains a vital part of advertising strategies in rural areas, with over 75% of rural advertising budgets allocated to it
Investments in outdoor advertising in emerging markets grew by approximately 10% in 2023, surpassing $9 billion globally
In 2023, the average cost per minute for a local radio ad is about $500, depending on market size

Regional and Market-Specific Data Interpretation

Despite the rise of digital, radio's rural resilience and outdoor advertising's global growth—costing roughly $500 per minute—highlight that for brands, well-placed traditional media still craft conversations that digital can't quite echo.