The net operating surplus in the US advertising and market research sector has demonstrated robust growth over the years, starting at $35.37 billion in 2013 and reaching $51.26 billion in 2023. The year-on-year growth rates have shown variability, with notable increases such as 11.35% in 2018 and steadier growth at around 2% in recent years. The compound annual growth rate (CAGR) over the last 5 years culminates in a modest 2.07% for 2023.
Looking ahead to future trends, the sector is expected to continue its upward trajectory with a forecasted value of $55.83 billion by 2028. Nevertheless, the projected CAGR of 1.35% suggests a slight deceleration in growth pace compared to the previous periods. Factors to watch include advancements in digital marketing technologies, evolving consumer behavior, and regulatory changes impacting data privacy and marketing practices.
