The Gross Value Added (GVA) in the US advertising and market research industry has shown notable fluctuations over the past decade. The GVA increased annually from $79.33 billion in 2013 to $133.2 billion in 2023. Key highlights include a significant jump of 19.86% in 2021, likely driven by post-pandemic recovery efforts, followed by a more stable trend.
Over the last two years, the industry grew at a moderate 2.48% in 2022 and 2.46% in 2023. The five-year compound annual growth rate (CAGR) stood at 5.49% by 2023, indicating robust, albeit fluctuating, growth.
Future trends to watch for include an expected slowdown, with forecasted five-year CAGR of 1.75% through 2028. Emerging trends in artificial intelligence, digital advertising, and personalization are likely to shape the industry's trajectory. Additionally, economic uncertainties and regulatory changes could impact future performance.
