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US Media & Entertainment Publishing - PPC Market Share Analysis May 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 8.98
nationalgeographic.com 7.87
wsj.com 6.7
countryliving.com 6.24
audible.com 6.14
delish.com 4.1
menshealth.com 3.97
nytimes.com 3.55
housebeautiful.com 3.48
psychologytoday.com 3.24
others 45.73

Copyright © Adthena. All rights reserved.

Amazon leads with 8.98% click share, followed by National Geographic at 7.87%. Others dominate with 45.73%, 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 wsj.com nationalgeographic.com audible.com audiobooks.com highlights.com delish.com menshealth.com housebeautiful.com nytimes.com amazon.com
2025/05/01 0.04% 3.94% 11.65% 7.19% 1.11% 3.14% 2.87% 1.7% 3.58% 3.94%
2025/05/02 0.06% 4.72% 8.63% 6.75% 0.61% 4.23% 5.75% 5.1% 4.49% 3.92%
2025/05/03 4.48% 6.61% 8.03% 4.26% 2.31% 5.18% 6.09% 2.98% 1.13% 4.3%
2025/05/04 1.71% 4.5% 8.45% 3.73% 1.78% 3.87% 5.37% 3.51% 3.25% 4.83%
2025/05/05 0.07% 5.56% 8.56% 4.36% 1.6% 4.7% 7.12% 4.34% 3.14% 5.92%
2025/05/06 0.18% 6.31% 7.69% 5.11% 2.72% 3.41% 5.4% 4.25% 4.24% 4.96%
2025/05/07 6.43% 4.34% 8.86% 4.61% 1.74% 2.98% 4.68% 1.65% 4.22% 5.72%
2025/05/08 0.11% 5.77% 10.87% 3.73% 1.57% 3.09% 5.93% 2.06% 1.48% 4.73%
2025/05/09 1.8% 5.44% 11.29% 4.28% 1.64% 2.67% 5.23% 3.71% 4.34% 3.76%
2025/05/10 4.64% 4.29% 9.3% 4.4% 1.52% 2.1% 3.18% 2.29% 9.33% 7.31%
2025/05/11 4.55% 4.5% 10.11% 4.07% 0.48% 2.7% 4.08% 3.2% 7.85% 4.46%
2025/05/12 4.15% 2.84% 11.39% 3.71% 1.39% 3.34% 4.72% 3.68% 4.48% 5.29%
2025/05/13 0.17% 3.71% 10.86% 4.62% 2.48% 4.01% 5.62% 4.43% 11.49% 4.9%
2025/05/14 2.64% 5.82% 10.51% 5.33% 1.61% 4.1% 3.64% 3.3% 9.01% 4.5%
2025/05/15 3.75% 6.29% 9.64% 5.85% 2.73% 3.89% 3.79% 3.22% 9.81% 4.91%
2025/05/16 11.16% 7.34% 8.89% 5.14% 1.21% 3.77% 3.42% 1.73% 3.46% 4.28%
2025/05/17 10.68% 6% 8.31% 3.72% 0.87% 1.53% 3.12% 4.27% 10.51% 4.05%
2025/05/18 13.77% 5.21% 7.54% 3.27% 4% 2.86% 3.13% 3.66% 10.61% 3.87%
2025/05/19 9.58% 6.26% 9.12% 3.96% 2.51% 2.13% 4.36% 2.74% 5% 4.69%
2025/05/20 8.91% 9.53% 8.81% 4.58% 2.3% 2.84% 3.13% 3.96% 8.64% 4.33%
2025/05/21 4.55% 6.29% 7.76% 5.14% 1.26% 3.43% 4.19% 2.68% 8.61% 4.7%
2025/05/22 9.51% 5.65% 8.27% 3.47% 2.79% 3.65% 2.13% 4.49% 3.09% 4.52%
2025/05/23 6.41% 6.05% 8.07% 4.86% 1.73% 4.79% 5.9% 4.15% 10.72% 2.73%
2025/05/24 20.61% 6.13% 6.19% 3.02% 2.75% 3.74% 2.99% 2.97% 8.24% 2.37%
2025/05/25 17.56% 5.94% 8.38% 3.28% 2.58% 4.3% 4.47% 3.67% 4.06% 2.55%
2025/05/26 14.35% 7.28% 8.99% 3.84% 3.91% 2.31% 2.85% 2.7% 3.11% 2.4%
2025/05/27 24.38% 7.64% 8.12% 3.93% 3.17% 2.42% 1.54% 2.22% 3.97% 3.04%
2025/05/28 11.89% 6.76% 7.36% 4.92% 3.69% 3.69% 4.5% 2.21% 3.28% 2.65%
2025/05/29 22.94% 5.05% 7.05% 3.14% 2.47% 2.49% 1.62% 1.38% 4.18% 2.47%
2025/05/30 17.96% 5.53% 8.15% 4.9% 4.64% 2.6% 5.24% 1.84% 5.45% 2.17%
2025/05/31 20.29% 6.46% 5.22% 3.47% 3.44% 3.11% 3.02% 2.61% 2.4% 2.32%

Copyright © Adthena. All rights reserved.

In May 2025, wsj.com saw a dramatic rise in PPC spend, peaking at 24.38% on the 27th. Nationalgeographic.com maintained steady growth, while audible.com fluctuated, ending at 5.22%. Audiobooks.com and highlights.com showed moderate activity. Delish.com and menshealth.com had varied trends, with housebeautiful.com and nytimes.com experiencing ups and downs. Amazon.com started strong but declined, closing at 2.32%.

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
2025/05/01 465
2025/05/02 460
2025/05/03 424
2025/05/04 464
2025/05/05 450
2025/05/06 482
2025/05/07 472
2025/05/08 467
2025/05/09 436
2025/05/10 441
2025/05/11 448
2025/05/12 476
2025/05/13 488
2025/05/14 459
2025/05/15 455
2025/05/16 425
2025/05/17 432
2025/05/18 421
2025/05/19 445
2025/05/20 410
2025/05/21 439
2025/05/22 431
2025/05/23 390
2025/05/24 404
2025/05/25 409
2025/05/26 391
2025/05/27 405
2025/05/28 441
2025/05/29 408
2025/05/30 388
2025/05/31 382

Copyright © Adthena. All rights reserved.

May began with 465 advertisers, fluctuating throughout the month. Peaks on May 6th (482) and May 13th (488) contrasted with a decline, ending at 382.

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
wsj.com 8.22%
highlights.com 1.78%
nationalgeographic.com 1.76%
psychologytoday.com 0.93%
fatherly.com 0.79%
discountmags.com -0.39%
magazines.com -0.77%
audible.com -1.02%
menshealth.com -1.18%
amazon.com -4.24%

Copyright © Adthena. All rights reserved.

In the past month, wsj.com surged with an 8.22% click share increase, while amazon.com faced a 4.24% decline. Highlights.com and nationalgeographic.com also saw positive growth, contrasting with declines for menshealth.com and audible.com.

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 wsj.com delish.com amazon.com menshealth.com nationalgeographic.com housebeautiful.com audible.com countryliving.com cosmopolitan.com prevention.com
2025/05/01 0.01% 5.41% 8.76% 3.65% 2.44% 3.33% 6.77% 4.68% 2.88% 5.59%
2025/05/02 0.02% 6.71% 8.91% 6.29% 2.61% 7.1% 4.99% 6.14% 3.34% 6.57%
2025/05/03 1.53% 7.69% 8.92% 7% 3.53% 4.33% 5.41% 3.3% 2.77% 4.58%
2025/05/04 0.82% 5.61% 9.77% 5.53% 2.56% 4.57% 4.93% 4.4% 1.51% 4.17%
2025/05/05 0.03% 7.02% 12.47% 6.8% 2.59% 5.48% 5.04% 5.77% 2.44% 5.96%
2025/05/06 0.06% 5.5% 11.65% 6% 3.4% 5.51% 4.68% 3.34% 5.47% 3.26%
2025/05/07 2.33% 5.28% 12.8% 6.03% 2.62% 2.64% 5.01% 3.67% 3.94% 5.19%
2025/05/08 0.04% 5.14% 11.45% 6.36% 2.97% 3.17% 6.95% 3.55% 4.5% 3.46%
2025/05/09 0.9% 4.12% 9.98% 5.92% 3.32% 5.56% 6.39% 3.63% 4.38% 4.56%
2025/05/10 2.03% 3.87% 17.8% 3.32% 2.36% 3.24% 5.35% 3.89% 2.74% 4.26%
2025/05/11 1.83% 5.28% 10.25% 5.05% 2.75% 4.68% 5.59% 4.08% 1.92% 3.11%
2025/05/12 1.35% 5.05% 12.39% 5.09% 1.51% 4.34% 6.08% 6.32% 2.56% 2.69%
2025/05/13 0.06% 6.12% 13.13% 5.81% 1.95% 5.89% 5.81% 4.34% 2.69% 2.4%
2025/05/14 0.74% 6.22% 11.15% 4.75% 3.86% 5.16% 6.52% 3.35% 4.38% 3.7%
2025/05/15 1.38% 5.79% 12.25% 4.74% 3.42% 4.32% 5.87% 5.5% 2.57% 3.46%
2025/05/16 3.85% 7.38% 10.28% 4.9% 4.37% 3.03% 5.3% 3.57% 3.41% 3.75%
2025/05/17 3.54% 3.69% 11.69% 3.53% 4.09% 6.73% 4.7% 2.07% 3.96% 3.73%
2025/05/18 5.02% 5.09% 9.49% 3.76% 3.74% 5.65% 4.78% 3.7% 3.38% 2.4%
2025/05/19 3.35% 4.11% 13.66% 5.08% 3.6% 3.78% 5.11% 3.13% 2.47% 4.31%
2025/05/20 3.36% 5.29% 11.41% 4.32% 5.61% 6.49% 5.86% 5.04% 2.89% 2.54%
2025/05/21 1.53% 6.47% 11.4% 4.77% 3.73% 4.66% 4.74% 5.12% 2.5% 4.17%
2025/05/22 3.71% 6.34% 10.36% 2.76% 3.18% 6.64% 5.42% 5.49% 3.14% 2.48%
2025/05/23 2.23% 8.43% 5.35% 7.59% 3.45% 6.3% 4.66% 6.4% 4.43% 3.9%
2025/05/24 8.18% 7.03% 7.5% 4.08% 3.95% 4.76% 4.12% 3.47% 3.62% 4.59%
2025/05/25 5.26% 7.69% 7.56% 6.01% 3.71% 5.68% 5.24% 6.01% 4.28% 3.93%
2025/05/26 5.43% 4.68% 5.01% 3.92% 4.19% 4.07% 5.69% 3.9% 3.92% 2.2%
2025/05/27 10.35% 5.35% 6.66% 1.95% 5.03% 4.19% 6.1% 6.03% 3.81% 3.04%
2025/05/28 4.23% 6.12% 5.27% 5.34% 3.63% 3.4% 5.11% 5.57% 3.45% 6.55%
2025/05/29 8.76% 4.67% 7.54% 1.86% 3.42% 2.24% 5.71% 2.36% 4.16% 4.8%
2025/05/30 7.23% 5.67% 5.31% 6.47% 3.8% 3.31% 6.14% 6.33% 3.41% 4.08%
2025/05/31 9.26% 6.66% 5.67% 5.33% 4.78% 4.77% 4.4% 3.44% 2.7% 2.27%

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In May 2025, Amazon led with a strong start, peaking mid-month. WSJ saw a late surge, while Delish maintained steady growth. Audible and Prevention fluctuated, ending with moderate shares. The month concluded with Amazon dominating.

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. 1
    Audiobooks.com | Get 3 Audiobooks Free https://www.audiobooks.com

    Over 500,000 Audiobooks Online to Choose From. Sign Up for a Free Trial to Listen Now

  2. 2
    142 Funny Jokes Guaranteed to Keep You Giggling https://www.cosmopolitan.com

    See the top Recommendations on Apartment Decorating, Bedding & Everything Cosmopolitan.

  3. 3
    300 Corny Dad Jokes that Will Make Anyone Laugh and Groan https://www.countryliving.com

    From one-liners to corny comedy, this hilarious selection of the best dad jokes will have kids and adults alike laughing. They're so bad, they're good.

  4. 4
    145 Dad Jokes That are Actually Funny https://www.housebeautiful.com

    From one-liners to corny comedy, this hilarious selection of the best dad jokes will have every father chuckling. They're so bad, they're good.

  5. 5
    200 Best Dad Jokes of All-Time - Corny Puns and One-Liners https://www.menshealth.com

    Find & compare the best Dad Jokes that fits your needs. See our Top Picks! 200 Best Dad Jokes 2025.

Copyright © Adthena. All rights reserved.

In the world of Google PPC, humor reigns supreme. Audiobooks.com entices with a free trial, offering over 500,000 audiobooks. Meanwhile, Cosmopolitan, Country Living, House Beautiful, and Men’s Health captivate audiences with a treasure trove of dad jokes, blending laughter with lifestyle insights.

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