Global influencer marketing spending

Global influencer-marketing spend and Super Bowl ad rates, both climbing. The TikTok creator with seven hundred thousand followers and the corporate buyer of half a minute on CBS, drinking from the same trough. The attention economy diversified its portfolio.

Global influencer marketing spending grew from about 1.7 billion dollars in 2016 to over 21 billion by 2024 as brands shifted ad budgets toward platform-native creators. Super Bowl 30-second ad rates climbed from about 5 to over 7 million dollars in the same window as live audience scarcity lifted prices. Both reflect the same attention-economy split: brands paid more for the rare unfractured live audience and paid more for distributed audience capture through creators. Two ends of the same spectrum, both expensive.

Attention got expensive in every register. The Super Bowl ad and the YouTuber endorsement, on the same invoice.