SOCIAL MEDIA INCREASE ITS SHARE IN Q2 AD-SPENDING IN THE U.S.

Kantar Media and Pathmatics conducted an ad-spending analysis, which revealed that social media platforms such as Twitter, Instagram, and Facebook are making significant share gains in the U.S. media mix. "Social media use is exploding while Americans spend more time at home, and despite a major Facebook advertising boycott in July, social platforms on the whole remain valuable, wide-reaching tools for advertisers” Pathmatics CEO Gabe Gottlieb, said in a statement released with the analysis.

The report is the first to provide a detailed accounting for social media platforms, such as Instagram and Twitter. U.S. ad spending decreased by 30% during the second quarter of 2020 vs. the same quarter in 2019, but the it was far more pronounced for traditional media, especially print, radio, and out-of-home.

Social media accounted for $7.2 billion worth of U.S. ad spending. The figure represents more than a fifth, 20.9%, of all ad spending in the U.S. during the second quarter of this year.

Facebook's spike was significant, from 10.7% to 12.7% of U.S. ad totals. Instagram commanded a 7.5% share, while Twitter accounts for only a 0.7% share of the second quarter 2019 media spending totals.