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
1Traditional media ad spend in U.S. was $202 billion in 2023.
Verified2TV ad spend totaled $68.5 billion in U.S. 2023.
Verified3Newspaper ad revenue share dropped to 4% of total U.S. ad market 2023.
Verified4Radio ad spend reached $13.8 billion in U.S. 2022.
Directional5Magazine ad pages totaled 45,000 in U.S. 2023.
Single source6Local TV ad spend grew 2% to $20.1 billion 2023.
Verified7Out-of-home ad spend in traditional media was $8.2 billion 2023.
Verified8Print media ad revenue declined 9% to $22 billion U.S. 2023.
Verified9Network TV ad revenue was $40.3 billion in 2023.
Directional10Digital ad share overtook traditional at 60% in 2023.
Single source11Spot radio ad revenue fell 5% to $9.5 billion 2023.
Verified12Cable TV ad spend dropped 11% to $15.2 billion 2023.
Verified13Traditional media ROI averaged 2.5x for brands in 2023.
Verified14Political ad spend on TV reached $14 billion in 2022 midterms.
Directional15Newspaper classified ads declined 15% to $2.1 billion 2023.
Single source16Magazine direct mail ad revenue was $1.8 billion 2023.
Verified17Traditional media CPM averaged $25 for TV in 2023.
Verified18Total U.S. traditional media ad market share was 40% in 2023.
Verified19U.S. TV political ad airings totaled 1.2 million in 2022 cycle.
Directional20Global traditional media ad spend $500 billion in 2023.
Single source21Radio network ad revenue $4.1 billion U.S. 2023.
Verified22Print directory ads declined 18% to $1 billion 2023.
Verified23TV spot market revenue $18.5 billion 2023.
Verified24Traditional media frequency cap effectiveness 3.2x 2023.
Directional25Newspaper retail ads $3.8 billion U.S. 2023.
Single source26Magazine pharma ads $5.2 billion 2023.
VerifiedAdvertising 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
1Magazine print circulation in U.S. totaled 282 million in 2022.
Verified2U.S. magazine ad revenue fell 4% to $13.1 billion in 2022.
Verified3Digital magazine readership reached 160 million monthly in U.S. 2023.
Verified4Consumer magazine single-copy sales dropped 12% to 16 million in 2023.
Directional585% of U.S. adults read magazines monthly in 2022.
Single source6Fashion magazines ad pages increased 3% in 2023.
Verified7Weekly news magazines circulation fell to 1.2 million U.S. 2023.
Verified8Magazine digital editions grew 15% to 45 million in 2023.
Verified9Women's magazines readership share was 25% among women 18-49.
Directional10U.S. magazine employment stood at 120,000 in 2023.
Single source11Subscription revenue for magazines rose 7% to $6.2 billion 2023.
Verified12Health/Fitness magazines saw 10% ad revenue growth 2023.
Verified13Average magazine issue readership was 2.1 readers per copy 2023.
Verified14Teen magazines circulation declined 18% since 2019.
Directional15U.S. magazine consumer revenue was $16.4 billion in 2022.
Single source16Trade magazines numbered 6,500 in U.S. 2023.
Verified17Vogue magazine monthly readers were 12 million 2023.
Verified18U.K. magazine sector ad revenue £1.2 billion 2023.
Verified19Celebrity magazines circulation fell 20% to 4 million 2023.
Directional20Magazine app downloads reached 50 million annually 2023.
Single source21Automotive magazines ad share was 15% category 2023.
Verified22Senior magazines readership 40 million U.S. adults 2023.
Verified23Magazine paper consumption dropped 25% since 2010 to 2023.
Verified24Custom magazines revenue $2.5 billion globally 2023.
DirectionalMagazines 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
1U.S. newspaper print circulation fell 7.5% to 20.4 million in 2023.
Verified2Digital newspaper subscriptions grew 10% to 3.2 million in U.S. 2023.
Verified3Average U.S. daily newspaper readers numbered 21 million in 2022.
Verified4Local newspaper weekly readership was 68% among adults in 2023.
Directional5U.S. newspapers published 1,300 fewer print editions in 2022.
Single source6Broadsheet newspapers circulation declined 12% YoY in 2023.
Verified775% of U.S. adults read print newspapers weekly pre-2010, now 23%.
Verified8New York Times print circulation was 315,000 daily in 2023.
Verified9U.S. newspaper ad revenue dropped to $9.6 billion in 2022.
Directional10Weekend newspaper readership share was 41% in 2023.
Single source11Tabloid newspapers saw 5% circulation rise in urban areas 2023.
Verified1247% of U.S. newspapers lost 50%+ circulation since 2005.
Verified13Daily newspaper employment fell to 31,000 in U.S. 2023.
Verified14Online-only local news sites grew 20% to 1,500 in 2023.
Directional15Print ad pages in newspapers declined 8% in 2023.
Single source16National newspapers circulation averaged 8.5 million weekly UK 2023.
Verified17U.S. newspaper recycling rate reached 78% in 2022.
Verified18U.K. newspaper ABC circulation for The Sun was 1.2 million 2023.
Verified19Global newspaper circulation totaled 1.6 billion copies annually 2022.
Directional20U.S. daily newspaper penetration fell to 13% households 2023.
Single source21Wall Street Journal daily print was 650,000 copies 2023.
Verified22Community newspapers numbered 7,000 in U.S. 2023.
Verified23Newspaper digital unique visitors averaged 120 million monthly 2023.
Verified24Japan newspaper circulation was 35 million daily 2023.
Directional25U.S. newspaper closures averaged 2 per week in 2023.
Single source26Print newsstand sales grew 5% for weeklies 2023.
Verified27Newspaper journalists of color reached 22% in U.S. 2023.
Verified28Australia newspaper digital subs hit 1 million 2023.
Verified29India vernacular newspapers circulation 250 million 2023.
DirectionalNewspapers 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
1U.S. radio listening via AM/FM reached 82% weekly reach among adults 12+ in 2023.
Verified2Average U.S. adult radio listening time was 1 hour 22 minutes daily in Q1 2023.
Verified3Country music radio share was 9.4% among adults 25-54 in 2023.
Verified470% of U.S. commuters listen to radio weekly in 2023.
Directional5News/Talk radio averaged 12.5% share in mornings 2023.
Single source6Pandora radio listening share dropped to 6% in 2023.
Verified791 million U.S. persons 12+ listen to radio in-car weekly.
Verified8Spanish-language radio reach was 94% among Hispanics in 2023.
Verified9HD Radio adoption grew 5% to 15 million devices in 2023.
Directional10Sports radio share increased 2% to 7.8% AQH 2023.
Single source11Women 25-54 radio listening time averaged 13 hours weekly in 2023.
Verified12U.S. radio audience 18-34 weekly reach was 68% in 2023.
Verified13Adults 25-54 average quarter-hour radio share was 80% AM/FM 2023.
Verified14Podcast listening via radio apps grew 25% to 42 million 2023.
Directional15Urban radio stations reached 92% of Black listeners weekly 2023.
Single source16Christian radio share rose to 3.2% AQH 2023.
Verified17Radio streaming hours totaled 15 billion in U.S. 2023.
Verified18Men 18-49 radio listening was 12 hours 45 minutes weekly 2023.
Verified19Public radio NPR weekly audience was 42 million 2023.
Directional20Classic Hits radio format share was 8.7% in 2023.
Single source21Radio ad recall was 25% higher than digital in 2023 study.
Verified22Mexico City radio listenership reached 95% daily 2023.
VerifiedRadio 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
1In 2023, U.S. television households reached 122.4 million, representing 96.2% penetration of total households.
Verified2Average U.S. adult TV viewing time in Q1 2023 was 2 hours 32 minutes per day, a 4.5% decline year-over-year.
Verified3Live + same-day TV viewing among persons 2+ averaged 3 hours 14 minutes daily in 2022.
Verified4Cable TV penetration in U.S. households dropped to 70.1% in 2023 from 72.4% in 2022.
Directional5Broadcast TV viewership share fell to 20.2% in primetime among adults 18-49 in 2023.
Single source6Streaming captured 38.7% of total TV usage in U.S. during March 2023.
Verified7Super Bowl LVII drew 115.1 million average viewers on Fox in 2023.
Verified8U.S. pay-TV subscribers declined by 5.5 million in 2022 to 70.1 million.
Verified9Local news viewership on TV averaged 20.5 million adults 25-54 weekly in 2022.
Directional10Evening network news audience averaged 6.3 million viewers in 2023.
Single source11Sports on linear TV accounted for 12% of total viewing time in 2023.
Verified12Hispanic TV household penetration reached 99% in the U.S. in 2023.
Verified13Kids 2-11 TV usage averaged 2 hours 48 minutes daily in 2022.
Verified14Primetime TV viewing share for Big 4 networks was 18.4% in 2023.
Directional15VOD viewing grew 10% to 28 minutes average daily per person in 2023.
Single source16OTA TV households increased to 19% of U.S. total in 2023.
Verified17News genre captured 11% of total TV time in March 2023.
Verified18Adults 18-34 TV viewing dropped 15% YoY to 1 hour 45 minutes in 2023.
Verified19Cable news averaged 1.2 million primetime viewers daily in 2023.
Directional20TV advertising impressions reached 2.1 trillion in the U.S. in 2022.
Single source21In 2023, U.S. TV viewership for scripted series averaged 4.2 million per episode.
Verified22Multicast TV stations reached 25% of primetime viewing in 2023.
Verified23U.S. adults 50+ TV viewing time was 4 hours 12 minutes daily 2023.
Verified24FAST services captured 2.1% of total TV usage in 2023.
Directional25Late-night TV audience averaged 1.8 million viewers 2023.
Single source26Daytime soap operas viewership fell to 2.1 million daily 2023.
Verified27TV news trust among Republicans was 14% in 2023.
Verified28African American TV viewing share was 15% of total 2023.
Verified29Reality TV genre share was 22% primetime 2023.
Directional30TV household broadband penetration hit 89% in 2023.
Single source31In Q4 2023, TV viewing peaked at 3 hours 45 minutes on Sundays.
Verified32Broadcast news programs averaged 5.2 million viewers nightly 2023.
VerifiedTelevision 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.
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