US Media & Entertainment Publishing - PPC Market Share Analysis September 2026

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.

Publishing – US

Google AI Overview visibility for Media & Entertainment Publishing US

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 65.7555161545
34.2444838455
65%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 16
84
16%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 5%
Transactional 7%
Navigational 11%
Seasonal 0%
Local 0%
Problem Solving 8%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
psychologytoday.com 17.78
nytimes.com 15.31
audible.com 7.06
wsj.com 5.8
countryliving.com 3.28
menshealth.com 3.11
nationalgeographic.com 3.09
bloomberg.com 2.39
amazon.com 2.35
highlights.com 2.13
others 37.7
  • psychologytoday.com - 17.78%
  • nytimes.com - 15.31%
  • audible.com - 7.06%
  • wsj.com - 5.8%
  • countryliving.com - 3.28%
  • menshealth.com - 3.11%
  • nationalgeographic.com - 3.09%
  • bloomberg.com - 2.39%
  • amazon.com - 2.35%
  • highlights.com - 2.13%
  • others - 37.7%

Copyright © Adthena. All rights reserved.

In the PPC landscape, Psychology Today leads with 17.78% click share, followed by NY Times at 15.31%. ‘Others’ dominate with 37.70%, showcasing 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date audible.com bloomberg.com nytimes.com amazon.com psychologytoday.com nationalgeographic.com faith-not-fear.org audiobooks.com discountmags.com wsj.com
2026/09/01 5.81% 1.95% 1.83% 3.73% 8.39% 3.75% 6.99% 2.66% 1.15% 35.46%
2026/09/02 7.59% 2.73% 7.23% 3.13% 9.32% 2.8% 0% 2.64% 1.64% 27.67%
2026/09/03 11.09% 1.17% 15.15% 2.81% 9.25% 3.31% 1.35% 4.4% 1.8% 10.12%
2026/09/04 12% 1.1% 12.77% 2.55% 9.17% 3.23% 2.47% 3.96% 1.47% 13.91%
2026/09/05 8.11% 1.35% 10.22% 2.97% 7.36% 3.12% 3.97% 3.1% 1.93% 14.29%
2026/09/06 12.23% 1.98% 12.57% 1.99% 8.73% 3.07% 5.03% 5.35% 1.52% 13%
2026/09/07 13.37% 0.92% 12.65% 2.06% 6.34% 2.58% 1.01% 5.11% 1.18% 21.14%
2026/09/08 10.9% 0.93% 9.92% 1.91% 5.8% 3.12% 1.04% 5.18% 1.24% 19.85%
2026/09/09 10.69% 0.46% 10.51% 2.76% 7.6% 3.39% 2.23% 4.76% 1.32% 20.23%
2026/09/10 12.94% 0.5% 12.69% 2.98% 7.03% 3.53% 0.23% 4.43% 1.07% 14.36%
2026/09/11 7.98% 0.84% 11.82% 2.25% 7.61% 3.84% 1.08% 2.76% 2.25% 20.44%
2026/09/12 8.43% 0.87% 8.72% 2.85% 7.35% 3.62% 1.42% 3.09% 2.45% 19.43%
2026/09/13 8.74% 1.39% 8.98% 2.79% 3.86% 3.1% 3.16% 3% 2.4% 17.64%
2026/09/14 8.58% 0.87% 3.35% 4.6% 6.9% 2.37% 4.11% 2.38% 2.05% 20.4%
2026/09/15 10.94% 1.77% 8.62% 3.67% 7.5% 2.66% 2.02% 3.53% 1.58% 17%
2026/09/16 10.6% 1.95% 10.3% 4.39% 6.31% 2.29% 0.23% 2.28% 1.77% 17.04%
2026/09/17 8.65% 4.51% 5.44% 4.58% 5.63% 1.68% 1.68% 2.9% 2.2% 18.55%
2026/09/18 12.61% 4.77% 5.99% 4.83% 8.99% 2.01% 0% 2.55% 3.09% 0.43%
2026/09/19 10.89% 6.29% 5.9% 4.42% 8.98% 2.47% 3.89% 1.72% 1.66% 7.72%
2026/09/20 12.55% 6.06% 7.89% 4.77% 7.69% 2.02% 0.1% 2.11% 1.24% 10.9%
2026/09/21 15.07% 8.14% 9.28% 5.7% 6.64% 2.29% 5.97% 2.69% 0.84% 0.42%
2026/09/22 12.43% 6.42% 10.65% 5.43% 7.06% 1.53% 4.19% 1.92% 0.53% 14.94%
2026/09/23 15.76% 4.32% 12.53% 6.98% 9.9% 2.84% 0% 0.94% 0.75% 6.02%
2026/09/24 12.98% 4.99% 13.08% 4.94% 7.13% 2.34% 1.52% 1.15% 0.69% 14.44%
2026/09/25 14.29% 10.2% 14.95% 5% 6.85% 2.33% 0% 0.48% 1.1% 4.78%
2026/09/26 13.05% 11.16% 12.63% 4.09% 6.48% 1.61% 0% 1.26% 0.54% 11.64%
2026/09/27 13.63% 8.55% 13.28% 5.57% 9.7% 3.4% 1.4% 0.44% 0.67% 4.61%
2026/09/28 12.33% 6.69% 14.36% 4.99% 7.01% 2.75% 0.32% 1.03% 0.65% 15.47%
2026/09/29 12.02% 9.06% 11.95% 6.35% 4.61% 2.19% 0.22% 1.13% 1.1% 15.76%
2026/09/30 12.48% 11.72% 9.86% 9.26% 8.61% 2.75% 1.24% 1.19% 1.14% 0.39%
  • audible.com
  • bloomberg.com
  • nytimes.com
  • amazon.com
  • psychologytoday.com
  • nationalgeographic.com
  • faith-not-fear.org
  • audiobooks.com
  • discountmags.com
  • wsj.com

Copyright © Adthena. All rights reserved.

Audible.com surged mid-month, peaking at 15.76% on September 23. Bloomberg.com climbed steadily, ending at 11.72%. NYTimes.com fluctuated, closing at 9.86%. WSJ.com saw dramatic shifts, finishing at 0.39%.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/09/01 295
2026/09/02 324
2026/09/03 322
2026/09/04 323
2026/09/05 311
2026/09/06 290
2026/09/07 309
2026/09/08 320
2026/09/09 320
2026/09/10 315
2026/09/11 334
2026/09/12 332
2026/09/13 342
2026/09/14 318
2026/09/15 307
2026/09/16 309
2026/09/17 316
2026/09/18 306
2026/09/19 302
2026/09/20 296
2026/09/21 285
2026/09/22 289
2026/09/23 275
2026/09/24 264
2026/09/25 260
2026/09/26 263
2026/09/27 274
2026/09/28 268
2026/09/29 287
2026/09/30 277

Copyright © Adthena. All rights reserved.

September began with 295 advertisers, peaking at 342 mid-month. A decline followed, ending with 277.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
countryliving.com 4.09%
bloomberg.com 3.55%
menshealth.com 2.67%
fatherly.com 2%
scarymommy.com 1.6%
audiobooks.com -1.21%
nationalgeographic.com -1.26%
wikipedia.org -2.74%
wsj.com -3.6%
nytimes.com -6.64%

Copyright © Adthena. All rights reserved.

Bloomberg.com and Countryliving.com surged in click share, while NyTimes.com and WSJ.com experienced notable declines.

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.

Date fatherly.com menshealth.com audible.com countryliving.com psychologytoday.com amazon.com nytimes.com scarymommy.com worldmapsonline.com wsj.com
2026/09/01 0.72% 2.26% 3.64% 2.42% 7.4% 6.62% 7.9% 1.55% 0% 14.78%
2026/09/02 0% 1.37% 4.82% 1.6% 8.61% 4.88% 13.94% 0.92% 0.85% 11.1%
2026/09/03 1.13% 0.66% 6.93% 1.57% 7.63% 2.98% 16.94% 0.95% 0% 3.99%
2026/09/04 2.02% 1.58% 8% 1.8% 8.11% 2.86% 15.22% 0.91% 0% 5.6%
2026/09/05 1.92% 1.29% 5.4% 2.35% 6.44% 4.76% 9.73% 0.8% 0% 5.49%
2026/09/06 1.89% 2.73% 7.84% 1.65% 7.73% 3.5% 16.9% 0.81% 0% 5.3%
2026/09/07 1.14% 1.22% 9.09% 3.01% 5.98% 3.41% 16.67% 1.52% 0% 7.92%
2026/09/08 1.85% 0.7% 7.09% 3.14% 5.26% 1.95% 15.33% 1.16% 0.68% 8.25%
2026/09/09 2.4% 4.96% 6.71% 2.43% 6.01% 2.08% 15.89% 2.64% 0.28% 7.49%
2026/09/10 1.57% 2.46% 7.93% 2.13% 5.87% 2.64% 12.35% 1.34% 0.34% 4.08%
2026/09/11 2.59% 1.6% 4.76% 1.64% 5.8% 1.98% 11.85% 0.3% 0.23% 5.24%
2026/09/12 5.18% 1.75% 4.76% 1.82% 6.38% 2.37% 8.42% 0.95% 0.37% 7.24%
2026/09/13 2.81% 0.77% 4.93% 0.37% 2.94% 2.13% 10.29% 0.37% 0.43% 4.95%
2026/09/14 3.72% 3.08% 4.57% 0.67% 5.25% 3.77% 4.41% 0.47% 2.64% 4.97%
2026/09/15 8.73% 4.4% 6.05% 7.2% 5.61% 3.57% 7.05% 0.85% 0% 4.66%
2026/09/16 6.85% 5.05% 5.22% 9.2% 4.14% 3.32% 8.31% 1.82% 9.14% 3.58%
2026/09/17 7.39% 1.89% 4.59% 9.48% 4.09% 3.34% 4.71% 2.48% 4.35% 4.28%
2026/09/18 1.82% 8.25% 5.68% 7.46% 5.69% 3.04% 1.79% 5.15% 9.99% 0.2%
2026/09/19 7.49% 5.16% 4.57% 8.99% 5.2% 3.09% 2.16% 3.46% 15.04% 1.44%
2026/09/20 5.12% 5.57% 6.97% 8.64% 5.72% 3.76% 3.99% 4.1% 4.17% 2.68%
2026/09/21 4.68% 11.09% 6.28% 11% 4.19% 3.87% 7% 4.51% 1.15% 0.17%
2026/09/22 5.76% 4.15% 5.89% 9.03% 4.85% 3.88% 8.07% 8.41% 3.95% 3.27%
2026/09/23 8.28% 9.68% 6.81% 10.17% 5.72% 4.34% 9.83% 3.45% 1.99% 1.18%
2026/09/24 8.83% 10.1% 5.68% 10.7% 4.71% 3.3% 9.33% 6.58% 0.93% 2.97%
2026/09/25 12.1% 10.8% 5.78% 9.08% 3.79% 3.04% 6.55% 4.02% 8.93% 0.85%
2026/09/26 8.91% 9.72% 6.64% 8.42% 4.54% 2.95% 9.05% 4.18% 0.78% 2.59%
2026/09/27 9.17% 8.03% 6.86% 8.87% 6.65% 3.83% 6.46% 2.72% 0.9% 1.02%
2026/09/28 8.68% 6.85% 6.51% 3.74% 5.5% 3.92% 7.77% 3.82% 1.01% 5.69%
2026/09/29 3.61% 3.93% 7.32% 5.42% 4.02% 5.89% 8.13% 4% 1.05% 4.96%
2026/09/30 9.32% 5.95% 5.83% 5.59% 5.47% 5.4% 4.46% 2.8% 0.99% 0.17%
  • fatherly.com
  • menshealth.com
  • audible.com
  • countryliving.com
  • psychologytoday.com
  • amazon.com
  • nytimes.com
  • scarymommy.com
  • worldmapsonline.com
  • wsj.com

Copyright © Adthena. All rights reserved.

Fatherly.com saw a dramatic rise, peaking at 12.10% on September 25. Menshealth.com fluctuated, ending at 5.95%. Audible.com maintained steady growth, closing at 5.83%. Countryliving.com surged mid-month, finishing at 5.59%. Psychologytoday.com remained stable, ending at 5.47%. Amazon.com showed a late surge, closing at 5.40%. Nytimes.com had a volatile month, ending at 4.46%. Scarymommy.com experienced moderate fluctuations, finishing at 2.80%. Worldmapsonline.com had minimal impact, closing at 0.99%. Wsj.com saw a significant drop, ending at 0.17%.

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.

Google Text Ad Copy Insights & Creative Trends for US Media & Entertainment Publishing - Last month
  1. 1
    Free Audiobooks Podcast | Listen on Amazon Music https://music.amazon.com

    Access the largest catalog of audiobooks from Audible. Restrictions apply. Auto-renew starts at...

  2. 2
    Best Dad Jokes 2026 - Top Rated Dad Jokes https://www.menshealth.com › best › dad-jokes

    The Best 200 Dad Jokes 2026

  3. 3
    The New York Times https://www.nytimes.com

    Get News, The Athletic & More — Deep investigations, fresh puzzles, unique recipes, home team sports & more w/ The Times. Save and enjoy more with New York Times All Access for $1/week for your first 6 months. Sunday paper.

  4. 4
    Wikipedia https://en.wikipedia.org

    Free Encyclopedia — Wikipedia, the free encyclopedia

  5. 5
    The Wall Street Journal https://www.wsj.com › special-offer › subscribe-today

    WSJ Official Site — Rigorous reporting that helps you see what others miss. Get WSJ for $79 for one year. Required...

Copyright © Adthena. All rights reserved.

In the realm of Google’s PPC, Amazon Music entices with free audiobooks, while Men’s Health tickles with top dad jokes. The New York Times and Wall Street Journal offer deep insights and exclusive deals, and Wikipedia remains the go-to for free knowledge.

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