Advertising supports 29 million American jobs, study finds

A new study by S&P Global Market Intelligence, commissioned by The Advertising Coalition, highlights the significant role of advertising in the US economy.

According to the analysis, advertising was responsible for 21.9 percent of total US economic output in 2024, supporting 29 million jobs and generating $10.4 trillion in sales activity.

The report, titled The Economic Impact of Advertising on the US Economy, examined both direct and indirect contributions from advertising spending, finding that every million dollars invested in advertising supported 59 jobs across industries.

Advertising supports nearly one in five US jobs

In total, 18.3 percent of the American workforce was supported by advertising last year. These jobs spanned all 50 states, with advertising accounting for between 14.1 percent and 19.7 percent of employment depending on the state.

Of the $10.4 trillion in economic activity linked to advertising, $3.5 trillion was driven directly by advertiser spending, while $2.8 trillion came from sales by suppliers to advertisers. An additional $3.6 trillion was attributed to consumer spending by employees in advertising-supported roles.

Bob Flanagan, Consulting Director at S&P Global Market Intelligence: "Advertising is a robust catalyst that stimulates extensive economic activity across every state and every sector of the US economy. Our data-driven models traced how advertising drives spending by US business and households, stimulates supply chain activity and enhances income-based consumption. We quantified advertising's broader economic impact on businesses, workers, and communities across the country."

Economic impact extends across states and sectors

The study shows that the impact of advertising reaches beyond major urban markets. States with the highest share of advertising-supported employment include regions in the Midwest, South, and Pacific Northwest, such as Illinois, Kentucky, California, and Washington.

Advertising also contributed to higher compensation levels, with the average salary in ad-supported jobs exceeding $93,000—26 percent above the national average. By 2029, the report projects that advertising will support 32.1 million jobs and generate $12.7 trillion in economic activity.

Industry leaders emphasize long-term economic value

Bob Liodice, CEO, Association of National Advertisers (ANA): "Advertising has been a driving force behind our nation's progress, prosperity, and growth for more than a century. These findings validate that advertising's benefits extend far beyond their impact on individual companies."

Justin Thomas-Copeland, CEO, 4As: "By helping global businesses connect with consumers, drive demand and build brands, America's advertising agencies play a critical role in fueling innovation and keeping our economy moving."

Steve Pacheco, CEO, The American Advertising Federation (AAF): "What is remarkable about the study is how it demonstrates advertising's importance, not just in major markets, but in every state and every market in the country."

Curtis LeGeyt, President and CEO, National Association of Broadcasters (NAB): "Advertising fuels local economies, supports good jobs and sustains the trusted journalism and emergency information that Americans rely on."

The study marks the first update from The Advertising Coalition since 2022, when advertising was found to have driven $7.1 trillion in sales and supported 28.5 million jobs.

The full study can be accessed here

www.theadcoalition.com

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