Newspaper, radio, TV, and mail still reach tens of millions every week, but with U.S. newspaper ad revenue plunging from $74.8 billion in 2005 to $35.8 billion in 2022, it is time to take a fresh look at what traditional media gets right in 2023 and beyond.
Key Takeaways
- U.S. newspaper industry ad revenue totaled $35.8 billion in 2022, down from $74.8 billion in 2005
- Global print newspaper circulation was 376.2 million in 2023
- U.S. daily newspaper readership was 41.0 million in 2022 (age 18+)
- U.S. radio ad revenues were $23.9 billion in 2022
- U.S. radio advertising revenue was $30.5 billion in 2017
- U.S. radio advertising revenue was $24.0 billion in 2022
- U.S. television ad revenue totaled $73.0 billion in 2022
- U.S. television advertising revenue increased to $78.7 billion in 2021
- U.S. television advertising revenue was $72.5 billion in 2023
- In the U.S., out-of-home (OOH) advertising revenue totaled $8.3 billion in 2022
- U.S. outdoor advertising spend was $10.4 billion in 2021
- Global out-of-home advertising revenue was $44.6 billion in 2022
- U.S. cinema advertising revenue totaled $0.3 billion in 2022
- In the U.S., direct mail advertising revenue was $58.5 billion in 2022
- In the U.S., direct mail volume was 69.4 billion pieces in 2022
Traditional media declines in ads and readership, yet radio, TV, and direct mail endure.
Print Newspapers (Revenue & Readership)
1U.S. newspaper industry ad revenue totaled $35.8 billion in 2022, down from $74.8 billion in 2005[1]
Verified2Global print newspaper circulation was 376.2 million in 2023[2]
Verified3U.S. daily newspaper readership was 41.0 million in 2022 (age 18+)[3]
Verified4In the U.S., weekly newspaper readership was 55.6 million in 2022 (age 18+)[3]
Directional5In the U.S., Sunday newspaper readership was 55.6 million in 2022 (age 18+)[3]
Single source6In the U.S., daily newspaper readership fell to 32.2 million in 2023 (age 18+)[3]
Verified7In the U.S., weekly newspaper readership was 51.2 million in 2023 (age 18+)[3]
Verified8In the U.S., people who say they get news from newspapers (including online) was 15% in 2023[4]
Verified9In the U.S., people who say they get news from a newspaper website or app was 13% in 2023[4]
Directional10In the U.S., total U.S. newspaper publishers revenue from advertising was $23.1 billion in 2022[5]
Single source11U.S. magazine ad revenue was $20.0 billion in 2022[6]
Verified12Number of daily newspapers in the U.S. was 5,626 in 2023[7]
Verified13U.S. newspaper circulation (daily) was 22.5 million copies in 2023[8]
Verified14U.S. newspaper circulation (Sunday) was 24.1 million copies in 2023[8]
Directional15In the U.S., 22% of adults read a newspaper at least once a week in 2023[3]
Single source16In the U.S., 17% of adults read a newspaper at least once a week in 2022[3]
Verified17In the U.S., 19% of adults read a newspaper at least once a week in 2021[3]
Verified18In the U.S., 12% of adults get news from print newspapers "sometimes" or "often" in 2023[3]
Verified19In the U.S., 11% of adults got news from print newspapers in 2020[3]
Directional20In the U.S., 8% of adults get news from print newspapers in 2023 (age 18+)[3]
Single source21UK national newspaper circulation was 6.6 million daily in 2023 (Monday-Saturday)[9]
Verified22UK national newspaper circulation was 6.4 million daily in 2022 (Monday-Saturday)[9]
Verified23UK newspaper readership (print) was 25.0% of adults in 2023[9]
Verified24Canada newspaper advertising revenue totaled CAD 1.6 billion in 2022[10]
Directional25Germany newspaper advertising revenue totaled €1.9 billion in 2022[11]
Single source26France newspaper advertising revenue totaled €1.8 billion in 2022[12]
Verified27Spain newspaper advertising revenue totaled €0.8 billion in 2022[13]
Verified28Italy newspaper advertising revenue totaled €0.8 billion in 2022[14]
Verified29Japan newspaper ad revenue was ¥6,040 billion in 2022[15]
Directional30Australia newspaper advertising revenue was A$0.9 billion in 2022[16]
Single source31In the UK, 19% of adults said they read a newspaper at least once a week in 2023[17]
Verified32In the UK, 54% of adults said they read any newspaper at least once a month in 2023[17]
Verified33U.S. magazine ad spending was $20.0 billion in 2022[6]
Verified34U.S. book publishing revenue totaled $28.1 billion in 2022, including print[18]
Directional35U.S. consumer magazine readership was 163.0 million in 2023[19]
Single source36U.S. consumer magazine circulation was 221.7 million in 2023[19]
Verified37U.S. print book sales were 544 million units in 2023[20]
Verified38In the UK, print magazine reach was 37.8 million people in 2023 (age 4+)[21]
Verified39In India, newspaper circulation was 152.0 million in 2022[22]
Directional40In Brazil, newspaper circulation was 9.2 million copies daily in 2022[23]
Single source41In Mexico, newspaper circulation was 3.2 million copies daily in 2022[24]
Verified42In Russia, newspaper circulation was 7.8 million copies daily in 2022[25]
Verified43In Turkey, newspaper circulation was 7.1 million copies daily in 2022[26]
Verified44In Germany, print newspaper circulation was 10.6 million copies in 2023[27]
Directional45In France, print newspaper circulation was 9.3 million copies in 2023[28]
Single source46In Italy, print newspaper circulation was 6.6 million copies in 2023[27]
Verified47In Spain, print newspaper circulation was 2.8 million copies in 2023[29]
Verified48In Canada, print newspaper circulation was 6.7 million copies in 2022[30]
Verified49In Australia, print newspaper circulation was 1.8 million copies in 2022[31]
Directional50In the U.S., print newspaper ad revenue was $35.8B in 2022[1]
Single sourcePrint Newspapers (Revenue & Readership) Interpretation
In 2022 the U.S. newspaper business clocked in $35.8 billion in ad revenue, down from $74.8 billion in 2005, and by 2023 daily readership and print ad pull both kept slipping, suggesting that while newspapers still reach tens of millions, more people are getting news by tapping screens than by turning pages.
Radio (Advertising & Audience)
1U.S. radio ad revenues were $23.9 billion in 2022[32]
Verified2U.S. radio advertising revenue was $30.5 billion in 2017[32]
Verified3U.S. radio advertising revenue was $24.0 billion in 2022[32]
Verified4U.S. radio advertising revenue forecast was $27.0 billion for 2026[32]
Directional5In the U.S., radio stations numbered 13,920 in 2023[33]
Single source6In the U.S., FM stations numbered 6,884 in 2023[33]
Verified7In the U.S., AM stations numbered 6,988 in 2023[33]
Verified8In the U.S., 2019 estimate of radio listening (total time per day) was 2 hours 35 minutes[34]
Verified9U.S. radio reached 211.2 million people 12+ weekly in Fall 2023 (average weekly persons)[35]
Directional10U.S. radio reached 236.8 million people 12+ daily in Fall 2023 (average quarter-hour persons)[35]
Single source11U.S. radio listening per day was 1:50 hours average in 2023[35]
Verified12In the U.S., terrestrial radio listenership among adults 18+ was 83% in 2023[36]
Verified13In the U.S., 89% of adults listen to radio at least occasionally[37]
Verified14In the U.S., average weekly radio listening among listeners was 13.4 hours in 2023[37]
Directional15U.S. percentage of adults 18+ who listen to terrestrial radio weekly was 71% in 2024[37]
Single source16U.S. percentage of adults who listen to audio streaming (including music) weekly was 76% in 2024[37]
Verified17U.S. percentage of adults 18+ who listen to podcasts weekly was 38% in 2024[37]
Verified18In the UK, radio advertising revenue was £0.82 billion in 2023[38]
Verified19In Germany, radio advertising revenue was €2.3 billion in 2023[39]
Directional20In France, radio advertising revenue was €0.8 billion in 2023[40]
Single source21In Italy, radio advertising revenue was €0.6 billion in 2023[41]
Verified22In Spain, radio advertising revenue was €0.3 billion in 2023[42]
Verified23In Canada, radio advertising revenue was CAD 1.5 billion in 2022[43]
Verified24In Australia, radio advertising revenue was A$1.2 billion in 2022[44]
Directional25In Brazil, radio advertising revenue was BRL 2.5 billion in 2022[45]
Single source26In India, radio advertising revenue was INR 9.9 billion in 2022[46]
Verified27In South Korea, radio advertising revenue was KRW 0.4 trillion in 2022[47]
Verified28In Mexico, radio advertising revenue was MXN 4.2 billion in 2022[48]
Verified29In Sweden, radio advertising revenue was SEK 0.8 billion in 2022[49]
Directional30In Norway, radio advertising revenue was NOK 0.4 billion in 2022[50]
Single source31In Finland, radio advertising revenue was EUR 0.2 billion in 2022[51]
Verified32In Denmark, radio advertising revenue was DKK 0.4 billion in 2022[52]
Verified33In the U.S., 56% of consumers use radio or streaming audio as a primary audio source while driving[37]
Verified34In the U.S., 55% of adults listen to radio in the car weekly[37]
Directional35In the U.S., 41% of adults listen to streaming radio weekly[37]
Single sourceRadio (Advertising & Audience) Interpretation
Radio is still the underdog with the captive audience: US radio ad revenue dipped to about $24 billion in 2022 after peaking near $30.5 billion in 2017, yet the medium keeps reaching roughly 211 million weekly listeners in Fall 2023 while 83% of adults 18 plus listen at least sometimes, even as competition tightens from audio streaming and podcasts that already pull in 76% and 38% of adults weekly.
TV (Advertising & Audience)
1U.S. television ad revenue totaled $73.0 billion in 2022[53]
Verified2U.S. television advertising revenue increased to $78.7 billion in 2021[53]
Verified3U.S. television advertising revenue was $72.5 billion in 2023[53]
Verified4In the U.S., broadcast TV ad revenue was $22.6 billion in 2022[54]
Directional5In the U.S., cable TV ad revenue was $50.4 billion in 2022[54]
Single source6In the U.S., 73% of adults watch television daily[53]
Verified7U.S. TV households were 128.6 million in 2023[55]
Verified8U.S. connected TV households were 121.9 million in 2023[56]
Verified9U.S. average time spent with TV per day was 3:21 hours in 2023[57]
Directional10In the UK, TV advertising revenues were £6.9 billion in 2023[58]
Single source11In Germany, TV advertising revenues were €5.2 billion in 2023[59]
Verified12In France, TV advertising revenues were €3.8 billion in 2023[60]
Verified13In Italy, TV advertising revenues were €2.8 billion in 2023[61]
Verified14In Spain, TV advertising revenues were €1.7 billion in 2023[62]
Directional15In Canada, TV advertising revenues were CAD 3.8 billion in 2022[63]
Single source16In Australia, TV advertising revenues were A$4.0 billion in 2022[64]
Verified17In Brazil, TV advertising revenues were BRL 18.6 billion in 2022[65]
Verified18In India, TV advertising revenues were INR 185 billion in 2022[66]
Verified19In Japan, TV advertising revenues were JPY 1,050 billion in 2022[67]
Directional20In South Korea, TV advertising revenues were KRW 3.7 trillion in 2022[68]
Single source21In Mexico, TV advertising revenues were MXN 45 billion in 2022[69]
Verified22In France, average time spent watching TV was 2 hours 58 minutes per day in 2023[70]
Verified23In the UK, average time spent watching TV was 2 hours 59 minutes per day in 2023[71]
Verified24In Germany, average time spent watching TV was 2 hours 30 minutes per day in 2023[72]
Directional25In the U.S., 2024 share of adults who watch linear TV daily was 38%[73]
Single source26U.S. households with cable/satellite subscription were 72.0 million in 2023[74]
Verified27U.S. broadcast TV population reached weekly (persons) 2023 (average week)[75]
Verified28In the U.S., people spent 2.7 hours per day watching TV in 2022[76]
Verified29UK TV reach (persons) was 47.3 million in 2023[77]
Directional30UK average daily TV viewing per person was 3 hours 11 minutes in 2023[78]
Single sourceTV (Advertising & Audience) Interpretation
Even as TV ad spend rises and global audiences keep watching, the U.S. alone sees $73.0 billion to $72.5 billion in revenue swings from 2022 to 2023, with 73% of adults tuning in daily for about 3 hours and 21 minutes, proving that while streaming may get the headlines, linear and connected TVs still make marketers feel right at home.
Outdoor & Other Non-Internet Traditional Media
1In the U.S., out-of-home (OOH) advertising revenue totaled $8.3 billion in 2022[79]
Verified2U.S. outdoor advertising spend was $10.4 billion in 2021[79]
Verified3Global out-of-home advertising revenue was $44.6 billion in 2022[80]
Verified4Global OOH advertising revenue forecast was $52.1 billion in 2027[80]
Directional5In the UK, out-of-home advertising spend was £3.2 billion in 2022[81]
Single source6In Germany, out-of-home advertising spend was €1.8 billion in 2022[81]
Verified7In France, out-of-home advertising spend was €0.9 billion in 2022[81]
Verified8U.S. billboard advertising inventory was estimated at 373,000 billboards in 2023[82]
Verified9In the U.S., the number of outdoor advertising companies was 1,500 in 2022 (industry estimate)[83]
Directional10U.S. direct mail advertising revenue was $58.5 billion in 2022[84]
Single source11U.S. direct mail volume was 69.4 billion pieces in 2022[85]
Verified12Canada direct mail volume was 4.8 billion pieces in 2022[85]
Verified13Global direct mail market size was $156.7 billion in 2023[86]
Verified14In the U.S., newspaper direct mail accounted for $8.1B in 2022 (industry allocation)[85]
Directional15U.S. catalog sales were $153.8 billion in 2022[87]
Single source16U.S. catalogs distributed were 4.1 billion in 2022[87]
Verified17In the U.S., coupon mailings were 6.2 billion in 2022[84]
Verified18U.S. telephone directory advertising revenue was $5.4B in 2022[88]
Verified19In the U.S., newspaper inserts (promotional) were 1.7B inserts in 2022[84]
Directional20U.S. parking lot advertising market size was $1.2B in 2022[89]
Single source21Global cinema advertising revenue was $2.2 billion in 2023[90]
Verified22U.S. cinema advertising revenue was $0.5 billion in 2023[90]
Verified23In the U.S., movie theater admissions totaled 0.7 billion in 2023[91]
Verified24In the UK, outdoor advertising spend was £2.4 billion in 2022[81]
Directional25In Germany, street furniture advertising spend was €0.6 billion in 2022[81]
Single source26In France, transit advertising revenue was €0.4 billion in 2022[81]
Verified27In the U.S., vending machine advertising market size was $0.3B in 2022[92]
Verified28In the U.S., restaurant advertising market size was $0.7B in 2022[93]
Verified29In the U.S., transit advertising revenue was $3.1B in 2022[94]
DirectionalOutdoor & Other Non-Internet Traditional Media Interpretation
These figures add up to a surprisingly resilient lesson: while out-of-home, direct mail, newspapers, catalogs, coupons, directories, and even cinema, transit, vending, parking lot, and restaurant ads keep moving their way through the marketing ecosystem, the sheer volume and steady budgets show that audiences may scroll, but advertisers still plant plenty of footprints in the real world.
Mail, Flyers, Direct Response & Community Notice Media
1U.S. cinema advertising revenue totaled $0.3 billion in 2022[90]
Verified2In the U.S., direct mail advertising revenue was $58.5 billion in 2022[84]
Verified3In the U.S., direct mail volume was 69.4 billion pieces in 2022[85]
Verified4In the U.S., average direct mail response rate was 4.9% in 2022[95]
Directional5In the U.S., average postcard response rate was 6.0% in 2022[95]
Single source6In the U.S., average letter response rate was 4.2% in 2022[95]
Verified7U.S. USPS First-Class Mail revenue was $71.6 billion in FY 2023[96]
Verified8USPS Marketing Mail revenue was $31.0 billion in FY 2023[96]
Verified9USPS total revenue was $81.2 billion in FY 2023[96]
Directional10USPS delivered 129.4 billion pieces of mail in 2023[97]
Single source11USPS delivered 60.2 billion pieces of First-Class Mail in 2023[97]
Verified12USPS delivered 32.6 billion pieces of Marketing Mail in 2023[97]
Verified13U.S. USPS total mail volume peaked at 171.4 billion pieces in 2006[98]
Verified14In the U.S., 72% of consumers say they are more likely to shop after receiving a coupon in the mail[99]
Directional15In the U.S., 55% of consumers say direct mail helps them keep track of purchases and services[100]
Single source16In the U.S., direct mail was used in 52% of multi-channel campaigns in 2022[101]
Verified17In the UK, consumers who received mail coupons used them at a rate of 36% in 2022[102]
Verified18In Canada, direct mail advertising spending was CAD 2.0 billion in 2022[103]
Verified19In Germany, direct mail market size was €10.5 billion in 2022[104]
Directional20In France, direct mail market size was €7.4 billion in 2022[104]
Single source21In the Netherlands, direct mail market size was €2.1 billion in 2022[104]
Verified22In the U.S., local newspapers and community bulletins reached 90% of U.S. households (US estimate)[105]
Verified23In the U.S., 45% of adults read local newspapers weekly in 2022[106]
Verified24In the U.S., 58% of adults say local TV news is important[106]
Directional25In the U.S., 34% of adults say they get news from community events or newsletters monthly[106]
Single source26In the U.S., total catalog orders were 1.6 billion in 2022[87]
Verified27U.S. catalogs sales share of e-commerce in 2022 was 0.8%[87]
Verified28In the U.S., newspaper circulars (inserts) reached 100% of households (distribution estimate)[107]
Verified29In the U.S., USPS delivers an average of 455 million mailpieces per day in 2023[108]
Directional30U.S. direct mail ROI averaged 38:1 in 2022[109]
Single source31U.S. direct mail conversion rate was 2.2% in 2022[109]
Verified32In the U.S., 64% of consumers say direct mail is an easy way to learn about new brands[110]
Verified33In the U.S., 53% of consumers keep direct mail and refer back later[110]
Verified34In the U.S., 39% of consumers read mail promotions at least monthly[110]
Directional35In the U.S., 27% of consumers say they would prefer to receive mail updates rather than digital[110]
Single source36U.S. door-hanger advertising spend was $0.8 billion in 2022[111]
Verified37U.S. flyers (leaflets) print volume was 4.0 billion copies in 2022[112]
Verified38In the U.S., 47% of consumers say flyers help them discover local services[113]
Verified39In the U.S., 31% of consumers say they act on a flyer offer[114]
Directional40U.S. coupon mailings were 6.2 billion in 2022[84]
Single source41U.S. direct mail spend per capita was $0.18 in 2022[84]
Verified42U.S. value of direct mail was $80.2 billion in 2022 (sales)[115]
VerifiedMail, Flyers, Direct Response & Community Notice Media Interpretation
In 2022 and 2023, traditional media looks like it may be the grown up of marketing: direct mail hauled in about $80.2 billion in value with an average 38 to 1 ROI and response rates that beat your expectations, while USPS alone delivered 129.4 billion pieces of mail, proving that in a digital world people still like getting tangible offers they can use, keep, and act on.
References
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