After a year of major events that drove strong advertising momentum — including the U.S. presidential election and the Summer Olympics — 2025 has shaped up to be a year of recalibration for the media industry.
From January to September 2025, total media spend fell by 4.4% compared to the same period in 2024, reflecting a more cautious advertising climate as brands reassess budgets and strategies in a post-cyclical year.
While some channels continue to show resilience or even growth, others are facing steep declines driven by audience shifts, cost pressures, and evolving consumption habits.
Overall Media Trends
The pullback was led by National TV (-8.8%) and Print (-25.6%), both of which continue to feel the effects of audience fragmentation and migration to digital platforms.
Despite this year’s slowdown, advertisers are already looking ahead to 2026, when Midterm Elections and the FIFA World Cup are expected to reenergize ad markets and fuel spending.
Media Spend by Medium
Growth Areas
- Local Radio (+20.8%) – Local radio continues to demonstrate its ability for regional targeting and cost-effective reach, and continues to see strong local advertiser interest.
- Online Video (+6.5%) – Digital video remains a growth engine, supported by strong consumption and improved precision targeting.
- Spot TV (+3.0%) – Stability in local broadcast keeps it an attractive option for regional campaigns.
- Mobile Web (+0.5%) – A modest uptick as mobile browsing and responsive ad formats maintain relevance.
Decline Areas
- Newspapers (-32.9%) & Magazines (-20.8%) – Print continues to lose traction as advertisers double down on digital.
- Cable TV (-10.7%) & Network TV (-6.1%) – Ongoing cord-cutting and streaming growth weigh heavily on traditional TV.
- Mobile App (-5.0%) & Internet Display (-4.1%) – Signs of ad fatigue and a shift toward richer video and native experiences.
- Spanish-Language Network TV (-5.1%) – Potential budget reallocations or evolving audience preferences.
Media Spend by Market
Nationally, spend declined 5.3%, while Local media fared slightly better, but still down 1.5% — highlighting regional resilience amid tighter national budgets.
The Top 40 markets saw slight growth (+0.5%), but smaller markets fell sharply (?8.1%), showing uneven regional performance.
Top-Growing Markets
- Rapid City (+18.1%)
- San Antonio (+16.9%)
- Sacramento (+15.4%)
These cities appear to be benefitting from local economic expansion and heightened advertiser focus.
Top-Declining Markets
- Harlingen (-66.3%)
- Butte (-37.4%)
- Honolulu (-35.9%)
Such steep declines suggest significant advertiser pullbacks or campaign realignments.
Media Spend by Industry
Several key industries are fueling pockets of growth:
High-Spend Growth
- Misc. Services & Amusements (+6.8%) – Driven by legal services and healthcare marketing.
- Financial (+6.5%) & Insurance & Real Estate (+3.0%) – Reflecting competitive marketing and consumer demand.
- Discount Department Stores (+31.0%) – A sign of consumers trading down and discount retailers pushing their value-focused messaging.
High-Spend Decline
- Automotive Accessories & Equipment (-6.5%) – Possible impact of tariff and import pressures.
- Media & Advertising (-6.0%) – Budget tightening within the industry itself.
- Restaurants (-4.7%) – Indicates a possible pivot to localized outreach.
Category Highlights
Top-Growing Categories
- Legal Services (+40.1%) – Aggressive increase likely tied to litigation or consumer protection.
- Automobile Insurance (+30.9%) – Increased competitive pressure.
- Hospitals & Clinics (+10.3%) – Increased focus on healthcare visibility.
Top-Declining Categories
- Light Trucks (Asian Factory) (-23.2%) – Supply chain and inventory constraints.
- Computer Software (-11.8%) – Possible consolidation in B2B tech marketing.
- Wireless Telecom (-9.6%) – Reduced acquisition spend in a saturated market.
Spotlight: Automotive Media Spend
Automotive advertising tells a story of shifting global strategies:
- Asian Brands: Down 11.5%, largely due to steep declines in light truck advertising (-23.2%), though cars & light trucks saw selective growth (+8.9%).
- European Brands: Down a massive 50.7%, suggesting a strategic retreat from U.S. media investment for many companies.
- Domestic Brands: Up 9.0%, capitalizing on tariff advantages and strong consumer alignment — particularly in light trucks (+20.8%).
Looking Ahead
2025 is a reset year — one defined less by macroeconomic crisis and more by strategic caution. Advertisers are trimming inefficiencies, testing performance channels, and laying groundwork for the next wave of growth in 2026.
At Cortex Media, we continue to monitor these shifts closely, helping our clients understand where value is emerging and how to optimize investment for both short-term efficiency and long-term brand strength.