MAGNA is the go-to source on advertising and media for Wall Street and 30+ major media companies. MAGNA ad forecasts have set the industry standard since 1950.
Below are listed the types of reports published by MAGNA. For each one, you may download a sample report or executive summary. Current and archived reports are available in full to Atlas subscribers. To become a subscriber, email [email protected].
Our flagship publication since 1950, the US Ad Forecast is updated quarterly (March, June, Sept., Dec.). It provides estimates and forecasts for net media owner ad revenue across 20+ media types with historicals from 1980, and five-year forecasts (2025-2029). It comes in the form of a 50-page deck-style report and a detailed dataset in excel. The MAGNA forecasts are one of the primary sources for ad revenue trends among Wall Street analysts and investors.
MAGNA’s ad revenue estimates and forecasts cover 68 countries, 10+ standardized media types, updated twice a year (June, December). The dataset includes historicals from 1999, and forecasts to 2029. The report includes market profiles compiled in partnership with hundreds of local IPG experts.
MAGNA Programmatic Report has analyzed and predicted the shift to programmatic for digital media in 50 countries over the last 10 years. Programmatic platforms are now used in 74% of digital media transactions and developing in other media (CTV, audio media, out of home media). Beyond programmatic adoption the report analyzes ad tech industry issues such as standards, impacts of data privacy regulations, impact of retail media, etc The Programmatic Report is regularly quoted by AdExchanger, Mediapost, Ad Age.
The Social Report is updated once a year in partnership with KINESSO experts. It focuses on the social media industry, ad formats, usage trends, ad spend trends, influencers, and the “creator economy”. Latest Report: January 2025. Click here to download a sample/summary.
Updated once a year, the Sports Reports is created by the Media Intelligence and Sports Investment teams at MAGNA. The report looks back at a year in US Sports to analyze the audience performance of all key sports (NFL, NBA, MLB, NHL, NCAA, etc), sports industry trends, broadcasting rights, audience trends, and the impact of sports on the US advertising market. The 2025 update includes focuses on the rise of Sports on streaming platforms, Social Media, the rise of Women’s leagues, and lessons from the 2024 Olympics.
Updated twice a year, The Vertical Report estimates and analyzes net advertising spending trends for ten key industry verticals: automotive, entertainment, finance/insurance, food/drinks, restaurants, retail, personal care, pharmaceuticals, technology/telecoms, and travel. These ten industries together represent 70% of total ad spend and 80% of national TV spend in the US. For each industry vertical, the reports provides ad spending patterns and trends in recent years (total spend, media mix), and industry developments likely shaping future ad spend (industry outlook, technology innovation, product launches, mergers and acquisitions, regulation, marketing trends etc.). Each update includes a focus on emerging verticals, e.g. Betting, AI.
Every year MAGNA partners with UM/Identity to look three key multicultural audiences in three separate reports: Asian Americans, Black American, and Hispanic/Latino consumers. In each report, we analyze trends lifestyle, consumption, cultural, and media behavior, and emphasize best practice for brands to reach and resonate with each of these audiences.
The MAGNA Search Report, update once a year, analyzes the evolving and expanding search advertising landscape. Among the key findings of the latest update: Keyword search remains the largest and most resilient ad format. Spending on keyword search ad formats reached $330 billion globally in 2024, capturing 35% of total ad spend and 50% of digital ad spend in 2024. The US stands as the largest search market with $152 billion in total search ad spending, far ahead of China, the second largest with $65billion. Search spending is mostly driven by usage growth (volume of queries +3% in 2024) and cost inflation (cost-per-click up +6% in 2024) while click through rates (CTR) fell by -2%. Search platforms become smarter and more efficient, especially seen through the rise of AI. For both consumers and brands, AI is becoming a core part of the search journey. Over time, AI will allow for faster search, and empower new ad formats such as messaging.
MAGNA provides stats and insights on the media landscape and advertising market in 68 countries, and market profiles for each of them. In addition, MAGNA publishes detailed “Media Landscape” decks for top 10 markets or regions (US, China, EMEA, LATAM, France, Australia, India, Mexico etc) in partnership with local partners. These media landscapes and market profiles include ad spend trends, media behavior evolution, media access, demographic, economic, and regulatory environment, media industry developments, key vendors, top industry verticals, top advertisers, etc. Each media landscape includes sections focusing on television, streaming, audio media, publishing, OOH, social media, search, digital video etc.
