Digital Ad Spending by Industry 2020

Industry Definitions

Automotive: Includes all automotive-related categories, such as the sale/purchase of vehicles, as well as parts and maintenance (Tier 1, Tier 2, and Tier 3 service providers).

Computing products and consumer electronics: Includes hardware (computers, computer storage devices, and computer peripheral equipment), consumer electronics, prepackaged software (operating, utility, and applications programs), local area network systems and network systems integration, computer processing, and data preparation and data processing services.

Consumer packaged goods (CPG): Includes food products, household products, packaged goods, tobacco, personal care products, toiletries, and cosmetic products.

Entertainment: Includes amusement and recreation, box office, film, music, digital video, and video games (excluding video game hardware).

Financial services: Includes commercial banks, credit agencies, personal credit institutions, insurance companies, consumer finance companies, loan companies, business credit institutions, and credit card agencies. Also includes companies engaged in the underwriting, purchase, sale, or brokerage of securities and other financial contracts.

Healthcare and pharma: Includes pharmaceutical products, facilities, services, researchers, drug manufacturers and marketers, doctors, hospitals, and biological products, as well as establishments providing healthcare services and social assistance for individuals; also includes health insurance.

Media: Includes businesses primarily engaged in radio and television broadcasting (network and station) including commercial, religious, educational, and other radio or television stations. Also includes establishments primarily engaged in publishing.

Retail: Includes mail order/catalog, restaurants/fast food, drug stores, retail stores, cosmetics stores, and merchants of apparel, home furnishings/textiles, toys, pet food/supplies, appliances, jewelry, and general merchandise.

Telecom: Includes point-to-point communications services, including telephone voice and data communications, two-way mobile/cellular communications services, and other nonvoice message communications services (e.g., email, fax); includes multichannel video providers on a subscription fee basis (e.g., cable TV, wireless cable TV, direct broadcast satellite services).

Travel: Includes airlines, car rental, hotels and resorts, cruises, and destination marketing organizations; includes both leisure and business travel.

Other (industry): Includes categories that fall outside of those mentioned, such as real estate, manufacturing and industrial, education, government, etc.

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