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MK342 - Spring 2021 (Gustafson)

This Bentley Library research guide has been prepared for students taking MK342 Advertising with Professor Lee Gustafson during the Spring 2021 trimester.

Ad Spending - Databases

Ad Spending:

  • Search Tip 1: To find ad spending data by media/channel (e.g. digital, print, social media, etc.), choose "Ad Spending" from the list of topics.
  • Search Tip 2: To find ad spending data by industry, type the phrase "ad spending" in the search box, then use the filters on the left to select an industry (e.g. retail, consumer products, etc.).

Performance Metrics:

eMarketer contains some performance metrics (e.g. CPM, CPC and CTR) for seven channels—Display, Email, Mobile, Retail & Ecommerce, Search, Social Media and Video. Search for these titles, then explore the database further using your own search terms.

Note: when viewing the performance metrics you can use the drop-down box to change geography to US, Worldwide, or another country. Data availability is different depending on the geographic area selected.

  • Social Media Marketing Performance Benchmarks, North America (includes CPM, CPC and CTR by platform)
  • Display Ad Performance Benchmarks, North America
  • Mobile Ad Performance Benchmarks, North America
  • Video Ad Performance Benchmarks, North America
  • Search Marketing Performance Benchmarks, North America
  • Email Marketing Performance Benchmarks, North America
  • Retail Ecommerce Performance Benchmarks, US
  • Search tip: Use the search box to search for ad spending data for industries and companies. For example:
    • "ad spending" and footwear
    • "ad spending" and Starbucks

Ad Spending - Other Resources

10-K Annual Filing (for public companies)

It's possible that you will find some information about advertising expenditures in the company's annual 10-K filing. See the Company Research Guide for more information about locating 10-K filings.


Search for news articles and press releases that may mention advertising expenditures for a company, brand or product. Recommended databases: