US Media & Entertainment Publishing - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Publishing category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Media & Entertainment Publishing brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
amazon.com	17.47
nytimes.com	11.34
kbb.com	9.74
wsj.com	4.85
consumerreports.org	3.97
nationalgeographic.com	2.24
recipt.co.uk	2.13
dickblick.com	2.06
psychologytoday.com	1.95
countryliving.com	1.72
others	42.53

Amazon leads with 17.47% click share, followed by NYTimes at 11.34%. Others dominate with 42.53%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Media & Entertainment Publishing brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	nytimes.com	amazon.com	shutterfly.com	consumerreports.org	mixbook.com	nationalgeographic.com	audible.com	magazines.com	wsj.com	kbb.com
2025/01/01	10.83%	15.9%	1.01%	2.88%	0.85%	2.04%	2.99%	3.63%	9.57%	3.63%
2025/01/02	14.45%	11.86%	1.64%	3.28%	0.95%	1.64%	2.5%	1.73%	10.35%	1.28%
2025/01/03	11.33%	6.15%	1.78%	2.46%	2.3%	1.63%	2.56%	2.25%	9.06%	10.04%
2025/01/04	16.88%	4.95%	2.31%	2.93%	1.44%	2.11%	1.92%	3.03%	12.99%	7.4%
2025/01/05	12.04%	7.71%	2.47%	2.28%	1.12%	2.42%	2.59%	3.36%	8.17%	7.16%
2025/01/06	11.34%	5.48%	3.26%	2.61%	2.77%	2.19%	2.32%	3.05%	8.39%	4.18%
2025/01/07	12.81%	12.73%	1.77%	2.13%	1.26%	2.45%	2.66%	4.36%	10.06%	0%
2025/01/08	13.96%	12.73%	1.23%	2.95%	1.1%	2.17%	2.51%	3.07%	10.05%	0%
2025/01/09	13.59%	9.27%	1.7%	2.49%	1.23%	2.04%	1.88%	3.22%	9.77%	0%
2025/01/10	13.77%	13.35%	1.43%	1.74%	1.21%	1.97%	1.75%	2.37%	5.1%	3.28%
2025/01/11	11.02%	11.14%	2.76%	2.81%	1.93%	2.16%	2.9%	3.39%	9.96%	0%
2025/01/12	13.44%	7.48%	2.96%	2.78%	2.06%	1.96%	2.19%	3.73%	7.6%	1.17%
2025/01/13	10.6%	6.03%	2.9%	2.3%	2.18%	1.85%	1.77%	3.31%	7.08%	8.78%
2025/01/14	14.83%	6.1%	3.47%	3.49%	1.77%	2.36%	4.45%	1.5%	8.73%	1.25%
2025/01/15	14.29%	12.62%	1.29%	2.99%	1.18%	2.37%	2.11%	3.07%	10.22%	0%
2025/01/16	13.82%	9.19%	1.86%	2.5%	1.4%	2.21%	1.66%	3.23%	9.85%	0%
2025/01/21	12.15%	3.98%	3.1%	2.95%	3.04%	1.94%	2.55%	1.44%	5.27%	1.34%
2025/01/22	11.44%	6.94%	4.07%	2.41%	4.6%	1.41%	1.6%	0.83%	6.11%	3.22%
2025/01/23	10.18%	6.77%	5.31%	1.85%	4.6%	1.47%	1.22%	0.32%	5.81%	4.83%
2025/01/24	8.26%	8.39%	3.62%	2.36%	2.63%	1.93%	1.76%	0.67%	6.24%	3.9%
2025/01/25	9.36%	3.37%	4.58%	2.42%	3.45%	1.59%	1.98%	0.85%	5.72%	3.41%
2025/01/26	8.68%	3.94%	4.91%	1.89%	3.15%	1.34%	1.51%	0.85%	7.72%	6.76%
2025/01/27	8.16%	5.23%	3.49%	2.24%	2.96%	1.74%	1.32%	0.56%	7.92%	5.31%
2025/01/28	7.38%	4.29%	4.17%	2.1%	3.28%	1.79%	1.71%	1.03%	7.46%	3.5%
2025/01/29	6.32%	10.49%	4.7%	2.1%	1.99%	1.93%	1.37%	0.9%	5.4%	2.97%
2025/01/30	7.66%	8.65%	5.07%	1.66%	2.36%	1.8%	1.56%	1.04%	2.09%	5.99%
2025/01/31	10.7%	9.37%	4.61%	2.93%	2.32%	2.11%	1.84%	1.52%	1.25%	1.16%

In January 2025, nytimes.com saw fluctuating PPC spend, peaking at 16.88% on January 4th, then declining to 6.32% by January 29th. Amazon.com started strong at 15.9% but dropped to 3.98% mid-month, recovering slightly to 9.37% by month’s end. Shutterfly.com gradually increased, reaching 5.07% on January 30th. Consumerreports.org maintained a steady trend, while mixbook.com peaked at 4.6% on January 22nd. Nationalgeographic.com remained stable, and audible.com saw a peak of 4.45% on January 14th. Magazines.com experienced a significant drop, ending at 1.52%. WSJ.com started high but fell to 1.25% by January 31st. Kbb.com had a volatile month, peaking at 10.04% on January 3rd, ending at 1.16%.

Market Exposure

Competitor Count for US Media & Entertainment Publishing

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month
Date	Competitor Count
2025/01/01	921
2025/01/02	874
2025/01/03	904
2025/01/04	816
2025/01/05	812
2025/01/06	988
2025/01/07	887
2025/01/08	909
2025/01/09	928
2025/01/10	986
2025/01/11	942
2025/01/12	964
2025/01/13	924
2025/01/14	970
2025/01/15	909
2025/01/16	928
2025/01/21	1022
2025/01/22	1043
2025/01/23	969
2025/01/24	917
2025/01/25	965
2025/01/26	926
2025/01/27	961
2025/01/28	977
2025/01/29	996
2025/01/30	1049
2025/01/31	977

January saw a dynamic shift in distinct advertisers, starting at 921 and fluctuating throughout. Mid-month, numbers peaked at 1,043, before closing at 977, indicating a vibrant advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for US Media & Entertainment Publishing

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
kbb.com	4.72%
walmart.com	1.16%
jobzmeet.online	0.97%
recipt.co.uk	0.8%
carvana.com	0.71%
highlights.com	-0.9%
magazines.com	-1.64%
wsj.com	-2.02%
nytimes.com	-2.66%
amazon.com	-5.35%

Amazon.com saw a significant drop of 5.35% in click share, while kbb.com experienced a notable increase of 4.72%.

Campaign Efficiency

US Media & Entertainment Publishing Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	amazon.com	nytimes.com	walmart.com	ebay.com	jobzmeet.online	recipt.co.uk	etsy.com	discountmags.com	kbb.com	wsj.com
2025/01/01	39.01%	4.63%	0.14%	1.48%	2.3%	3.39%	1.13%	0.95%	1.17%	2.61%
2025/01/02	31.22%	6.83%	0.48%	0.91%	1.2%	2.81%	0.71%	1.4%	1.45%	3.25%
2025/01/03	15.99%	6.59%	0.64%	1.45%	1.97%	3.46%	0.66%	2.36%	5.89%	3.81%
2025/01/04	13.9%	10.21%	0.13%	0.82%	2.46%	3.84%	1.8%	1.99%	3.65%	5.21%
2025/01/05	17.86%	6.66%	0.21%	0.07%	2.58%	3.67%	0.56%	1.53%	6.24%	3.03%
2025/01/06	12.81%	7.08%	0.23%	0.2%	2.28%	3.96%	0.95%	1.55%	3.03%	3.66%
2025/01/07	27.58%	5.72%	0.28%	0.95%	1.87%	2.42%	1.06%	1.42%	0%	2.99%
2025/01/08	32.61%	6.11%	0.75%	0.42%	2.23%	3.14%	2.35%	1.28%	0%	2.77%
2025/01/09	25.02%	6.24%	1.21%	1.29%	1.51%	2.51%	1.57%	1.55%	0%	3.34%
2025/01/10	29.95%	5.39%	3.04%	2.98%	1.47%	1.82%	2.2%	1.33%	0.99%	1.52%
2025/01/11	26.45%	4.33%	1.5%	0.47%	2.21%	2.77%	1.52%	1.73%	0%	3.31%
2025/01/12	16.63%	6.85%	1.21%	1.01%	2.22%	3.08%	1.64%	2.01%	1.41%	2.75%
2025/01/13	15.02%	6.01%	1.09%	0.82%	1.11%	3.49%	1.71%	2.59%	5.14%	2.91%
2025/01/14	14.73%	7.9%	1.35%	0.88%	1.08%	2.71%	1.98%	1.82%	1.65%	3.18%
2025/01/15	32.81%	6.18%	0.77%	0.45%	2.2%	3.07%	2.37%	1.31%	0%	2.79%
2025/01/16	25.19%	6.31%	1.23%	1.33%	1.35%	2.36%	1.6%	1.57%	0%	3.35%
2025/01/21	9.41%	7.15%	2.29%	0.77%	3.24%	4.86%	1.49%	2.58%	1.97%	1.82%
2025/01/22	20.38%	6.45%	3.85%	2.98%	3%	4.4%	2.42%	1.98%	1.48%	2.26%
2025/01/23	14.33%	6%	1.47%	5.86%	2.15%	3.11%	3.59%	1.76%	3.98%	1.99%
2025/01/24	20.18%	3.95%	1.2%	9.16%	2.58%	4.25%	1.91%	1.55%	1.5%	1.83%
2025/01/25	8.54%	5.31%	2.29%	2.63%	2.89%	4.74%	2.59%	2.84%	1.63%	2.13%
2025/01/26	12.09%	4.63%	1.6%	2.62%	4.25%	4.08%	3.55%	2.61%	3.17%	2.88%
2025/01/27	12.59%	4.47%	2.29%	3.04%	4.15%	4.21%	2.56%	1.5%	3.48%	2.73%
2025/01/28	10.74%	3.65%	1.55%	3.75%	3.87%	3.95%	2.88%	3.19%	1.66%	2.59%
2025/01/29	25.53%	3.03%	3.2%	4.05%	3.64%	4.13%	1.63%	1.82%	1.14%	1.55%
2025/01/30	20.82%	3.66%	3.94%	4.47%	3.02%	3.55%	4.21%	1.7%	4.26%	0.63%
2025/01/31	20.78%	4.93%	4.77%	4.28%	4.09%	3.94%	3.4%	2.09%	1.32%	0.34%

Amazon’s impression share fluctuated significantly in January, starting strong at 39.01% and ending at 20.78%. Meanwhile, Walmart and eBay showed gradual increases, closing at 4.77% and 4.28%, respectively.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Media & Entertainment Publishing

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
145 Dad Jokes That are Actually Funny https://www.delish.com
Don't miss out on the Top Flavors & Recommendations of 2024, reviewed by Delish. No matter the season, Delish offers the inspiration & ingredients you need. January Sales 2025. Editor's Top Picks. Reviews. Ratings.
2
50 Best Inspirational and Motivational Quotes https://www.jobzmeet.online
Discover wisdom from great minds. Find motivation in our curated quote collection. Daily dose of inspiration. Powerful words to uplift, motivate, and transform you. Daily Motivation Boost. Life-Changing Wisdom.
3
Official Kelley Blue Book Site https://www.kbb.com
Find Your Car's Value — Buy, Sell or Trade-In Your Vehicle All On KBB.com. Get What's Right For You In 2023. KBB.com...
4
The New York Times https://www.nytimes.com
Get News, The Athletic & More — Gain unlimited access to everything The Times has to offer at substantial savings. Save on unlimited access to all of The Times including News, Cooking and more. Exclusive Stories.
5
The Wall Street Journal https://www.wsj.com
It's the New Year's Sale — Don’t miss what’s happening this year—in business, tech, culture and so much more. Here's a New...

In the realm of Google’s PPC, five top-performing text ads reveal a tapestry of themes and messaging. Delish.com entices with humor and culinary inspiration, while Jobzmeet.online offers daily motivational quotes. KBB.com focuses on car valuation, and The New York Times and The Wall Street Journal highlight exclusive content and savings. Each ad uniquely captivates its audience.

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Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
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