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# Social’s ad-dollar share keeps outrunning its share of attention
- URL: https://fabric.media/socials-ad-dollar-share-keeps-outrunning-its-share-of-attention/
- Published: 2026-08-24T22:42:23.000Z
- Updated: 2026-09-04T00:32:57.000Z
- Description: EMarketer data shows social platforms, led by Meta, take nearly 30% of US ad dollars while claiming just 12.5% of adults’ daily media time — the widest gap of any channel.
- Author: Fabric.Media Editorial
- Tags: Measurement

**Why it matters.** Streaming and TV, which lack Meta’s standardized measurement tools, will keep losing budget share to social even as their audience time holds steady.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=fabric.media) *·* [*read the original*](https://www.emarketer.com/content/social-media-s-audience-share-continues-odds-with-how-marketers-spend-on-channel?ref=fabric.media)*.*