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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 15.66
kbb.com 11.61
nytimes.com 3.97
walmart.com 3.11
psychologytoday.com 3.08
consumerreports.org 2.8
jobzmeet.online 2.73
recipt.co.uk 2.66
nationalgeographic.com 2.49
countryliving.com 2.48
others 49.41

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In the PPC landscape, Amazon leads with 15.66% click share, followed by KBB at 11.61%. Notably, ‘others’ dominate with 49.41%, 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 amazon.com kbb.com jobzmeet.online nationalgeographic.com mixbook.com nytimes.com vistaprint.com shutterfly.com discountmags.com wsj.com
2025/02/01 9.43% 7.05% 1.19% 1.44% 2.39% 8.26% 1.69% 3.73% 1.82% 4.7%
2025/02/02 3.58% 2.66% 1.23% 2.08% 4.51% 7.18% 2.07% 6.36% 2.1% 4.75%
2025/02/03 3.77% 8.02% 1.7% 2.08% 3.83% 7.7% 1.78% 5.35% 2.02% 1.28%
2025/02/04 3.73% 6.21% 1.8% 2.62% 3.85% 6.55% 2.11% 4.76% 2.26% 2.34%
2025/02/05 8.22% 0% 1.42% 2.07% 3.3% 5.15% 2.03% 4.25% 4.22% 1.33%
2025/02/06 9.49% 3.06% 1.18% 1.8% 2.61% 4.6% 1.92% 3.47% 1.15% 1.73%
2025/02/07 7.17% 3.09% 1.08% 1.87% 3.93% 5.94% 2.42% 3.86% 3.7% 1.09%
2025/02/08 5.41% 0% 1.07% 2.07% 3.22% 5.71% 1.84% 4.07% 2.4% 4.24%
2025/02/09 5.58% 0% 1.26% 2.11% 5.48% 4.53% 2.05% 5.01% 2.49% 3.69%
2025/02/10 2.88% 6.5% 1.06% 2.03% 5.3% 4.19% 1.28% 4.33% 1.89% 4.39%
2025/02/11 2.99% 2.73% 1.48% 2.32% 6.6% 4.78% 1.22% 3.2% 2.43% 1.85%
2025/02/12 3.94% 0% 1.3% 1.97% 6.38% 5.32% 1.66% 3.89% 3.12% 3.75%
2025/02/13 8.16% 0% 1.66% 1.56% 2.66% 5.99% 1.55% 2.06% 3.01% 7.41%
2025/02/14 7.27% 0% 1.83% 1.56% 4.05% 3.42% 2% 4.01% 2.48% 6.14%
2025/02/15 8.32% 5.1% 1.59% 1.85% 2.69% 3.68% 1.82% 3.52% 3.05% 6%
2025/02/16 5.79% 5.04% 2.03% 1.58% 4.25% 3.24% 1.74% 4.33% 1.78% 8.1%
2025/02/17 6.88% 1.16% 2.37% 1.69% 3.78% 2.94% 1.96% 4.13% 1.74% 5.1%
2025/02/18 6.5% 5.37% 3.02% 1.73% 4.93% 2.39% 1.7% 5% 2.12% 4.78%
2025/02/19 9.91% 6.31% 2.12% 1.56% 4.52% 1.09% 2.32% 4.91% 1.5% 2.03%
2025/02/20 15.01% 3.22% 1.95% 1.44% 3.26% 3.44% 1.82% 3.55% 1.94% 1.77%
2025/02/21 14.97% 4.04% 1.49% 1.93% 2.68% 3.7% 2.56% 3.73% 0.89% 0.03%
2025/02/22 10.42% 9.79% 1.72% 1.7% 1.8% 4.08% 2.47% 2.87% 1.26% 0.51%
2025/02/23 5.59% 3.04% 2.35% 2.41% 4.04% 4.85% 2.67% 4.05% 2.23% 0.63%
2025/02/24 6.72% 3.12% 3.06% 2.3% 4.21% 1.79% 2.68% 4.85% 1.72% 0.88%
2025/02/25 6.85% 2.99% 3.02% 2.26% 3.28% 3.59% 1.36% 3.7% 1.14% 1.9%
2025/02/26 11.85% 8.12% 2.51% 1.91% 5.3% 0.41% 1.37% 2.9% 1.3% 2.27%
2025/02/27 9.73% 0% 2.63% 2.21% 3.38% 3.34% 1.59% 1.53% 1.02% 2.23%
2025/02/28 15.39% 8.32% 2.34% 2.27% 2.05% 1.75% 1.07% 1.07% 1.06% 0.96%

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Amazon’s PPC spend fluctuated in February, peaking at 15.39% on the 28th. KBB saw a notable rise to 9.79% on the 22nd. Jobzmeet.online maintained a steady increase, while National Geographic’s spend remained stable. Mixbook and Shutterfly experienced varied trends, with Mixbook peaking early and Shutterfly declining. The New York Times and WSJ showed inconsistent patterns, with WSJ’s spend dropping significantly by month’s end.

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
2025/02/01 1032
2025/02/02 1010
2025/02/03 1076
2025/02/04 1106
2025/02/05 1084
2025/02/06 1035
2025/02/07 969
2025/02/08 965
2025/02/09 904
2025/02/10 1062
2025/02/11 1127
2025/02/12 1002
2025/02/13 912
2025/02/14 1016
2025/02/15 860
2025/02/16 940
2025/02/17 1043
2025/02/18 979
2025/02/19 1074
2025/02/20 1013
2025/02/21 965
2025/02/22 978
2025/02/23 921
2025/02/24 1014
2025/02/25 1060
2025/02/26 1020
2025/02/27 850
2025/02/28 846

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February saw fluctuating advertiser numbers, peaking at 1,127 on the 11th. The month concluded with a decline, ending at 846.

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 5.84%
amazon.com 5.67%
wikipedia.org 0.93%
walmart.com 0.79%
jobzmeet.online 0.68%
wsj.com -0.58%
discountmags.com -0.91%
countryliving.com -1.09%
consumerreports.org -1.7%
nytimes.com -2.99%

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Kbb.com and Amazon.com surged with click share increases of 5.84 and 5.67, respectively. Meanwhile, nytimes.com saw a decline of 2.99.

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 walmart.com target.com kbb.com jobzmeet.online recipt.co.uk etsy.com ebay.com goodhousekeeping.com discountmags.com
2025/02/01 20.86% 4.74% 1.55% 4.1% 2.68% 2.79% 1.67% 8.32% 1.38% 1.54%
2025/02/02 6.97% 2.19% 0.28% 1.78% 3.69% 4.41% 0.65% 1.28% 2.51% 2.6%
2025/02/03 7.95% 4.17% 0.28% 5.07% 4.62% 4.78% 0.62% 0.35% 1.83% 1.9%
2025/02/04 8.07% 3.33% 0.1% 3.84% 4.75% 3.71% 1.47% 0.91% 2.3% 2.39%
2025/02/05 19.91% 5.37% 0.86% 0% 2.89% 2.86% 3.84% 3.08% 1.87% 3.05%
2025/02/06 21.81% 5.68% 0.57% 1.5% 2.56% 2.99% 3.7% 2.96% 1.94% 1.04%
2025/02/07 17.83% 3.18% 8.45% 1.55% 2.4% 3.68% 5.09% 1.71% 2.75% 3.41%
2025/02/08 11.3% 2.18% 1.26% 0% 2.74% 3.23% 6.3% 2.61% 2.18% 2.45%
2025/02/09 14.81% 1.93% 0.98% 0% 3.48% 4.74% 1.97% 2.79% 1.64% 2.54%
2025/02/10 7.63% 2.32% 0.87% 5.26% 3.01% 4.24% 1.82% 0.99% 2.6% 2.34%
2025/02/11 6.82% 1.49% 0.31% 1.75% 4.12% 4.93% 1.81% 0.33% 2.5% 3.07%
2025/02/12 8.78% 3.82% 0.5% 0% 3.83% 4.25% 1.13% 0.18% 2.59% 4.08%
2025/02/13 19.92% 8.21% 0.19% 0% 3.52% 3.16% 2.88% 3.1% 2.13% 3.21%
2025/02/14 16.56% 6.78% 1.13% 0% 3.73% 2.92% 3.92% 3.23% 1.61% 2.53%
2025/02/15 19.29% 9.1% 2.32% 2.39% 3.05% 2.71% 3.79% 3.28% 1.99% 2.23%
2025/02/16 15.8% 1.13% 0.27% 2.97% 4.82% 4.45% 1.34% 0.91% 2.23% 1.79%
2025/02/17 12.55% 2.18% 0.34% 1.59% 5.07% 5.17% 1.62% 1.84% 2.2% 1.65%
2025/02/18 17.35% 1.64% 0.66% 2.89% 5.59% 4.64% 2.29% 2.91% 1.91% 1.74%
2025/02/19 18.28% 7.18% 7.12% 3.73% 4.08% 4% 3.46% 3.16% 1.04% 1.12%
2025/02/20 29.61% 9.71% 3.57% 1.88% 3.24% 2.8% 4% 2.57% 1.48% 1.39%
2025/02/21 30.13% 3.63% 0.88% 2.54% 2.81% 2.63% 4.13% 1.35% 1.99% 0.7%
2025/02/22 23.76% 4.7% 4.6% 6.03% 3.15% 4.19% 4.84% 4.56% 1.36% 0.96%
2025/02/23 11.29% 2.07% 0.5% 1.82% 5.6% 5.24% 1.8% 0.8% 2.31% 2.28%
2025/02/24 15.48% 2.6% 0.24% 1.83% 6.88% 6.67% 1.3% 0.36% 2.87% 1.72%
2025/02/25 13.31% 2.66% 0.47% 1.73% 5.85% 5.04% 1.51% 1.37% 2.42% 1.01%
2025/02/26 25.08% 5.24% 2.39% 4.14% 4.36% 2.86% 5.51% 7.31% 0.97% 0.9%
2025/02/27 20.71% 7.71% 2.74% 0% 4.88% 3.7% 0.64% 3.94% 2.13% 0.75%
2025/02/28 29.21% 4.78% 4.52% 4.41% 3.82% 3.65% 2.51% 1.67% 1.18% 0.71%

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In February 2025, Amazon’s PPC impression share fluctuated, peaking at 30.13% on the 21st. Walmart and Target saw modest shares, while eBay and Etsy had sporadic spikes. The month concluded with Amazon leading, followed by Walmart.

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
    Blue Book Value | Carvana® Value Tracker https://www.carvana.com

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    Official Kelley Blue Book Site https://www.kbb.com

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    NYT Newspaper at Your Doorstep https://www.nytimes.com › home_delivery › subscribe

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    Empowerment Quotes https://www.womenforwomen.org

    Quotes by Famous Women — Who Inspires You? Share Her Quote Today! Women around the world are capable of anything they set their minds to. Here's inspiration. Transform a Woman's Life.

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In the realm of Google PPC, Carvana and Kelley Blue Book captivate with car value insights, while NYT entices with doorstep delivery. Jobzmeet and Women for Women inspire with motivational quotes, each ad weaving a narrative of empowerment and value.

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