{
  "schema_version": "1.1",
  "id": "iab-social-ad-revenue-117-7-billion-search-114-2-2025",
  "slug": "iab-social-ad-revenue-117-7-billion-search-114-2-2025",
  "url": "https://groundedkit.com/claims/iab-social-ad-revenue-117-7-billion-search-114-2-2025/",
  "api_url": "https://groundedkit.com/api/claims/iab-social-ad-revenue-117-7-billion-search-114-2-2025.json",
  "claim": "U.S. social media ad revenue was $117.7B in 2025, and search was $114.2B (IAB/PwC)",
  "commonly_cited_as": "\"How much is spent on social media advertising in the US?\" / \"Social ads overtook search\"",
  "verdict": "verified",
  "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.",
  "confidence": "high",
  "rating": {
    "value": 5,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "IAB / PwC",
    "title": "Internet Advertising Revenue Report: Full Year 2025 (April 2026)",
    "year": "2026 (2025 data)"
  },
  "quote": "Social media advertising revenues reached $117.7 billion in 2025, increasing $29.0 billion year over year (32.6%) ... Search revenues grew by $11.4 billion to $114.2 billion in 2025",
  "method": "Compiled by PwC from revenue data reported directly by companies selling internet advertising plus public corporate data; PwC does not audit the figures. U.S. only.",
  "drift": [
    "Comparison: 'social' is a platform category and 'search' an ad format in the report, so they can overlap; treat 'social overtook search' as approximate"
  ],
  "interest": "IAB is the trade body of companies that sell digital advertising.",
  "safe_rephrasing": "IAB/PwC reported U.S. social media ad revenue of $117.7 billion (+32.6%) and search ad revenue of $114.2 billion (+11.0%) in 2025.",
  "sources": [
    {
      "title": "IAB/PwC Internet Advertising Revenue Report FY2025 (PDF)",
      "url": "https://www.iab.com/wp-content/uploads/2026/04/IAB_PwC_Internet_Ad_Revenue_Report_Full_Year_2025_April_2026.pdf",
      "primary": true
    },
    {
      "title": "IAB — report page",
      "url": "https://www.iab.com/insights/internet-advertising-revenue-report-full-year-2025/",
      "primary": true
    }
  ],
  "kind": "reference_fact",
  "as_of": "Full-year 2025; published April 16, 2026",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}