2025 Advertising Budget Shifts: CTV, Data-Driven, Influencer Media Surge as Legacy Media Continue Decline -- What Sales Leaders Need to Know

This analysis identifies the top ten media categories experiencing growth and decline based on the combined percentages of respondents reporting increasing significantly or somewhat and decreasing significantly or somewhat Categories with the highest percentage of significant changes whether growth or decline are highlighted and explained in detail Detailed charts for 20 media categories are shared below Detailed reporting for The Myers Report subscribers and partners are aslo avaialbe please email infomediavillagecom for the detailed reportTop 10 Growth Media Categories Increasing SignificantlySomewhatCTVStreamingOTT Video75 increasing 24 significantly 51 somewhatCTVStreamingOTT Video leads all categories with the highest growth driven by the shift to digital content consumption and the increasing availability of connected TV devices1st Party DataBased Decisions64 increasing 21 significantly 43 somewhatAs privacy regulations grow 1st party data continues to gain importance allowing brands to personalize ads while respecting consumer data rightsInfluencer Media63 increasing 16 significantly 47 somewhatSocial media and influencers remain powerful tools for brand engagement particularly among younger audiences leading to sustained investment in this categoryDigital Video61 increasing 14 significantly 47 somewhatThe growth of online platforms like YouTube TikTok and Instagram Stories supports strong demand for digital video contentSocial Media60 increasing 16 significantly 44 somewhatSocial media remains a vital channel for brands to reach consumers with platforms such as Instagram and LinkedIn being used for both brand building and direct responseDiverse OwnedOperated Media59 increasing 16 significantly 43 somewhatIncreasing focus on diversity equity and inclusion is prompting more brands to invest in media platforms owned by diverse creators and communitiesRetailCommerce Media59 increasing 23 significantly 36 somewhatThe rise of ecommerce and directtoconsumer strategies is pushing retail and commercerelated media investments to new heightsProgrammatic Advertising57 increasing 15 significantly 42 somewhatProgrammatic continues to evolve with better targeting and AI integration leading to ongoing investmentMulticultural Media56 increasing 12 significantly 44 somewhatAs brands continue to target diverse audiences multicultural media grows in importance necessitating additional budget allocationsAdvancedAddressable TV55 increasing 13 significantly 42 somewhatThe precision and flexibility of addressable TV advertising allowing targeted messaging are driving budget increases in this spaceTop 10 Declining Media Categories Declining SignificantlySomewhatEditorialPrint Originated Content36 decreasing 26 significantly 10 somewhatPrint media continues its sharp decline overtaken by digital and streaming formats that provide more measurable engagementLinear Broadcast TV44 decreasing 13 significantly 31 somewhatAs more audiences migrate to ondemand streaming services linear TV is rapidly losing advertising dollarsLinear Cable TV43 decreasing 15 significantly 28 somewhatSimilar to broadcast TV cable is seeing shrinking investment due to competition from more flexible digital video platformsOutofHomePlaceBased Media28 decreasing 6 significantly 22 somewhatAlthough outdoor advertising has seen some resurgence particularly in digital formats traditional outofhome media is still facing a declineDigital Display21 decreasing 3 significantly 18 somewhatAs advertisers shift focus to video and social media digital display ads are seeing less budget allocatedAudioRadio29 decreasing 5 significantly 24 somewhatDespite the growth of podcasts traditional radio formats are experiencing declining ad budgets as digital audio platforms gain tractionSponsorshipsBranded Content16 decreasing 4 significantly 12 somewhatBrands are favoring more measurable performancedriven marketing strategies resulting in reduced spending on sponsorshipsSearch12 decreasing 2 significantly 10 somewhatWhile search remains critical for many brands growth is slowing as digital advertising shifts towards visual and social formatsGamingMetaverseeSports13 decreasing 3 significantly 10 somewhatThough once viewed as the next frontier of advertising gaming and metaverse platforms are still in their infancy for brand engagement resulting in moderate declinesInnovation11 decreasing 1 significantly 10 somewhatDespite the focus on AI and advanced technology investment in amp8220innovationamp8221 as a specific media category has experienced a slight downturn as brands focus on proven formatsAnalysis of TrendsThe most notable trend is the continued dominance of digital media formats such as CTVStreamingOTT social media and digital video all benefiting from increased user engagement and the ability to target ads precisely This shift is reflective of broader industry analyses from eMarketer and MoffettNathanson which confirm that streaming and digital platforms are poised for sustained growthConversely traditional formats like print linear TV and radio continue their downward trajectory as consumers gravitate towards ondemand interactive and personalized media experiences This mirrors insights from industry giants like GroupM and IPG Mediabrands which have reported similar declines in traditional media investmentOverall the data from The Myers Report reinforces the importance of digital transformation and the growing role of data in shaping advertising decisions Brands that prioritize digitalfirst strategies especially in highgrowth categories like CTV and 1st Party Data are likely to stay competitive in an increasingly fragmented media environmentThe Myers Reportamp8217s 2025 media investment survey highlights critical shifts in advertising priorities The strong growth in digital media categories reflects broader industry trends that emphasize the value of datadriven flexible advertising solutions Meanwhile the decline in traditional media channels signals a permanent shift in how brands allocate their budgets favoring formats with greater targeting capabilities and measurable ROI The clear winners are CTV 1st Party Data influencer media digital video and social mediaamp160amp160amp160amp160DisclaimerThe results presented in this report are based on a survey conducted by The Myers Report in June 2024 involving 3462 advertising professionals Individual media category spending forecasts were assessed by 143 to 606 respondents based on their responsibility for each category While the respondent base is representative of the media advertising community it is important to note that the results are influenced by the characteristics of those who volunteered to respond to the survey request Participation was incentivized with offerings such as contributions to continuing education or college loan relief an Oculus Quest and 50 gift certificates The survey responses are subject to selfselection bias meaning those who chose to participate may differ in significant ways from those who did not As a result the findings may not fully represent the views and experiences of the entire industry The incentives offered for participation may have influenced the respondent pool attracting individuals who were motivated by these rewards While efforts were made to ensure a diverse and representative sample caution should be exercised when generalizing these results to the broader population of media advertising professionals The data collected is based on selfreported information which can be subject to inaccuracies or biases inherent in selfreporting The Myers Report aims to provide valuable insights into the media advertising community through regular reports However readers should consider these limitations when interpreting the findings and making decisions based on this report

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2025 Advertising Budget Shifts: CTV, Data-Driven, Influencer Media Surge as Legacy Media Continue Decline -- What Sales Leaders Need to Know

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2025 Advertising Budget Shifts: CTV, Data-Driven, Influencer Media Surge as Legacy Media Continue Decline -- What Sales Leaders Need to Know

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