- The U.S. marketing industry has over 93,000 businesses and nearly 89% of them have fewer than 20 employees — so if you run a small marketing firm, you're the norm, not the exception.
- Marketing consulting is booming (up 34% in five years) while traditional market research is shrinking, meaning businesses want partners who do the work, not just study it.
- Only 10% of the smallest businesses use AI compared to 23% of mid-sized firms — closing that tech gap is one of the biggest opportunities for small businesses right now.
How big is the U.S. marketing industry? How much do marketing professionals actually earn? And is marketing consulting really overtaking traditional advertising?
We didn't just round up secondhand numbers from press releases. We queried the Census Bureau's County Business Patterns API, the Annual Business Survey, and BLS occupational data to produce original statistics you won't find anywhere else.
Key findings
- The U.S. marketing industry spans 93,241 establishments and employs 832,978 workers with $74.3 billion in annual payroll -- and marketing consulting now accounts for more than half of all marketing establishments.
- 88.9% of advertising and PR establishments have fewer than 20 employees, yet establishments with 100+ employees control 45.9% of the industry's workforce.
- Marketing consulting grew 33.6% in establishment count from 2017 to 2022, while traditional market research declined 12.4% over the same period.
- Marketing managers earn a median of $161,030 per year -- more than triple the national median for all occupations ($49,500).
- Google search interest in "AI marketing" grew over 3,800% in five years, signaling a rapid shift in how businesses think about marketing.
Where we got our data
Unlike most marketing statistics articles that aggregate secondhand numbers, we built this article on primary data pulled directly from public federal databases and search trend tools. Here are our sources:
Federal data (queried directly)
- Census Bureau County Business Patterns (CBP) -- We queried the Census API for 2022 and 2017 data across 10 marketing-related NAICS codes to analyze establishment counts, employment, and payroll by industry subsector, establishment size, state, and 5-year trends. All figures were computed from raw API responses.
- Census Bureau Annual Business Survey (ABS) -- 2023 data on firm characteristics, revenue, and technology adoption by firm employment size. Queried via Census API across multiple ABS modules (Company Summary, Characteristics of Businesses, Module Characteristics).
- Bureau of Labor Statistics (BLS) Occupational Employment and Wage Statistics -- May 2024 data for Marketing Managers (SOC 11-2021), Market Research Analysts (SOC 13-1161), and Public Relations Specialists (SOC 27-3031).
- BLS Occupational Outlook Handbook -- 2024-2034 employment projections and annual openings for marketing occupations.
Search trend data
- Google Trends -- Five-year search interest data for marketing-related terms across the United States, analyzed for seasonality, regional variation, and year-over-year growth using the pytrends library.
This data was collected in March 2026. All Census figures were queried directly from the Census Bureau API, and all calculations are our own.
Marketing industry landscape
The marketing industry is far larger than most people realize -- and it's overwhelmingly composed of small businesses. Here's what the Census Bureau data shows about the structure of the U.S. marketing sector.
1. The U.S. marketing industry encompasses 93,241 establishments employing 832,978 workers
Combining advertising and PR services (NAICS 5418), marketing consulting (NAICS 541613), and market research (NAICS 541910), the broader marketing industry employed 832,978 people across 93,241 establishments in 2022. Total annual payroll: $74.3 billion.
2. Marketing consulting is the largest marketing subsector, accounting for 53.7% of all marketing establishments
Marketing consulting services (NAICS 541613) has 50,025 establishments -- more than advertising agencies, PR firms, media buyers, and all other advertising subsectors combined. The next largest is advertising agencies at 14,962 establishments, followed by public relations agencies at 8,635.
3. Media buying agencies average 25.6 employees per establishment -- the most concentrated marketing subsector
While marketing consulting has the most total employees (281,865) and establishments (50,025), its per-establishment average is just 5.6 workers. Media buying agencies are the opposite: only 809 establishments, but they average 25.6 employees each. Direct mail advertising (19.2) and market research (18.6) are also more concentrated than ad agencies (13.0).
4. Media representatives earn the highest average pay in marketing at $137,758 per year
Despite being one of the smaller subsectors with just 1,291 establishments, media representatives (NAICS 541840) command the highest average annual pay in the marketing industry: $137,758. Public relations agencies follow at $118,756, then media buying agencies at $111,370. At the bottom, "other advertising services" workers earn an average of just $42,486 -- a 3.2x pay gap within the same industry.
Small business dominance in marketing
5. 68.2% of advertising and PR establishments have fewer than 5 employees
The advertising and PR industry (NAICS 5418) is overwhelmingly composed of micro-businesses. Out of 38,694 total establishments, 26,408 (68.2%) have fewer than 5 employees. Only 773 establishments -- 2.0% -- have 100 or more employees.
6. 88.9% of advertising establishments have fewer than 20 employees
Expanding the definition slightly, 34,414 out of 38,694 advertising and PR establishments (88.9%) have fewer than 20 employees. This makes advertising one of the most small-business-dominated industries in the professional services sector.
7. Only 20 advertising establishments in the entire U.S. have 1,000+ employees
At the very top of the size spectrum, just 20 advertising and PR establishments employ 1,000 or more workers. These are the mega-agencies -- WPP, Omnicom, Publicis, and their competitors -- that dominate industry revenue despite making up 0.05% of establishments.
8. 84.2% of marketing consulting establishments have fewer than 5 employees
Marketing consulting is even more fragmented than advertising. Of 50,025 marketing consulting establishments, 42,129 (84.2%) employ fewer than 5 people. This subsector is essentially an industry of solopreneurs and micro-teams.
9. Establishments with 100+ employees make up 2.0% of the advertising industry but employ 45.9% of its workers
Just 773 large advertising/PR establishments employ 214,531 of the industry's 467,211 workers -- 45.9% of the total workforce concentrated in 2.0% of establishments. This extreme concentration means that while small businesses dominate the industry by count, a handful of large firms employ nearly half of all advertising workers.
10. 62.3% of all U.S. employer firms have fewer than 5 employees
Across the entire U.S. economy -- not just marketing -- 3,696,100 out of 5,934,950 employer firms (62.3%) have fewer than 5 employees, according to the 2023 Annual Business Survey. These micro-businesses generate just 4.1% of total business revenue despite being the overwhelming majority of firms.
Geographic distribution
11. California leads all states with 15,172 marketing industry establishments
California dominates the U.S. marketing landscape with 15,172 combined advertising and marketing consulting establishments -- more than the next two states combined. Florida (9,700) and New York (7,031) round out the top three by establishment count.
12. New York has nearly as many marketing employees as California despite having half the establishments
New York employs 101,142 marketing workers across just 7,031 establishments -- an average of 14.4 employees per establishment. California has more than double the establishments (15,172) but only 10% more employees (111,039), averaging 7.3 employees each. This reflects New York's concentration of large agencies compared to California's sprawl of smaller firms.
13. D.C. marketing workers earn $143,771 per year on average -- 3.5x more than those in Puerto Rico ($40,777)
The District of Columbia leads all states and territories in average marketing industry pay at $143,771 per year, followed by New York ($118,198), Massachusetts ($110,347), Maryland ($103,874), and Washington state ($97,863). At the bottom, Puerto Rico pays $40,777, Hawaii pays $44,677, and Mississippi pays $51,590.
Industry trends: 2017 vs. 2022
14. Marketing consulting grew 33.6% in establishment count from 2017 to 2022
Marketing consulting (NAICS 541613) added 12,571 new establishments in five years, growing from 37,454 to 50,025 -- a 33.6% increase. Employment grew 27.0% (from 221,857 to 281,865), and annual payroll surged 61.1% (from $14.4 billion to $23.2 billion).
15. Traditional market research declined 12.4% in establishments while marketing consulting boomed
Market research and public opinion polling (NAICS 541910) lost 638 establishments from 2017 to 2022 (5,160 to 4,522, a 12.4% decline), and shed 9,831 jobs (93,733 to 83,902, a 10.5% decline). This contraction happened while marketing consulting grew by a third, suggesting businesses are shifting from pure research firms toward action-oriented consulting.
16. Marketing consulting payroll grew 61.1% in five years -- from $14.4 billion to $23.2 billion
Even adjusting for inflation (~19% over this period), marketing consulting real payroll grew roughly 35% in five years. Per-employee average pay rose from $64,808 in 2017 to $82,170 in 2022 -- a 26.8% increase, well above inflation. These firms are paying more people more money.
17. Advertising and PR employment declined 3.7% despite 1.8% establishment growth
The broader advertising/PR sector (NAICS 5418) grew modestly in establishment count (38,013 to 38,694, +1.8%) but actually lost workers (485,291 to 467,211, -3.7%). Payroll still grew 24.8% (from $33.8 billion to $42.2 billion), meaning fewer workers are earning more -- consolidation is squeezing out middle-tier positions while top-tier talent commands higher pay.
Marketing workforce & wages
18. There are 384,980 marketing managers in the U.S. earning a median of $161,030 per year
As of May 2024, the Bureau of Labor Statistics counts 384,980 marketing managers across all industries. Their median annual wage of $161,030 is more than triple the national median for all occupations ($49,500), making it one of the highest-paid management positions.
19. Marketing managers earn $111,530 more than the national median for all occupations
The $161,030 median for marketing managers represents a 225% premium over the $49,500 median for all U.S. occupations. Even at the 10th percentile, marketing managers earn $81,900 -- still 65% above the national median.
20. California employs the most marketing managers: approximately 59,830
California leads all states with roughly 59,830 marketing managers, reflecting its concentration of tech companies, entertainment studios, and consumer brands that drive demand for marketing leadership.
21. Market research analysts are growing faster than marketing managers: 7% vs. 6% projected growth
The BLS projects Market Research Analyst employment to grow 7% from 2024 to 2034 (with 87,200 annual openings), compared to 6% for Marketing Managers (36,400 annual openings). Both outpace the average for all occupations (3%), but the analyst role is growing faster -- reflecting rising demand for data-driven decision-making.
22. Market research analysts earn a median of $76,950 -- less than half of marketing manager pay
While Market Research Analysts earn well above the national median, their $76,950 is only 47.8% of what Marketing Managers earn ($161,030). However, analysts see 87,200 annual openings compared to managers' 36,400, meaning there are 2.4x more opportunities at the analyst level.
23. Public relations specialists earn a median of $69,780 with 27,600 annual openings projected
The 315,900 PR specialists in the U.S. earn a median of $69,780 per year. Employment is projected to grow 5% from 2024 to 2034, with 27,600 openings annually. Combined, the three core marketing occupations (Marketing Managers, Market Research Analysts, and PR Specialists) have over 151,200 annual openings.
24. Combined annual openings across marketing occupations: 151,200+
Adding projected annual openings for Marketing Managers (36,400), Market Research Analysts (87,200), and Public Relations Specialists (27,600), the marketing field needs to fill over 151,200 positions every year through 2034. This massive demand persists even as AI tools reshape how marketing work gets done.
Small business technology adoption
25. 87.2% of U.S. employer firms have fewer than 100 employees
According to the 2023 Annual Business Survey, 5,175,281 of 5,934,950 employer firms (87.2%) have fewer than 100 employees. These small businesses generate 21.1% of total business revenue -- meaning they punch far below their weight in revenue compared to their numbers.
26. Small businesses (1-4 employees) account for 51.2% of all employer firms but just 3.5% of total revenue
The 3,041,824 firms with 1-4 employees represent more than half of all employer businesses, yet they generate only $1.7 trillion of the nation's $48.2 trillion in business revenue. This revenue gap directly constrains how much small businesses can invest in marketing.
27. Only 39.4% of businesses with 1-4 employees have adopted e-commerce or online selling, vs. 54.7% of firms with 250-499 employees
The Annual Business Survey's characteristics module shows that businesses with 1-4 employees lag larger firms in online selling adoption by 15.3 percentage points. This digital gap narrows as firms grow: 26.5% for firms with 5-9 employees, 27.2% for 10-19, rising to 50.6% for firms with 100-249 employees and 54.7% for firms with 250-499 employees.
28. 51.9% of micro-businesses (1-4 employees) have adopted at least one digital business technology
The ABS found that roughly half of the smallest businesses report using at least one form of digital business technology. But adoption jumps dramatically with firm size: 71.1% for firms with 5-9 employees, 75.1% for 10-19 employees, and 78.0% for firms with 100-249 employees.
29. Firms with 1-4 employees are 2.3x less likely to use AI than firms with 100-249 employees
Only 10.0% of micro-businesses (1-4 employees) report using AI or machine learning technologies, compared to 23.3% of firms with 100-249 employees. The gap is even wider for firms with 250-499 employees. AI adoption increases consistently with firm size, creating a technological divide in marketing capabilities.
Marketing search trends
30. Google search interest in "AI marketing" grew over 3,800% in five years
Search interest for "AI marketing" went from an average index of 1.0 in 2021 to 40.7 in the most recent 12 months -- a 3,817% increase. "ChatGPT marketing" and "AI for small business" emerged from essentially zero search volume to measurable interest since late 2022.
31. February is the peak month for "small business marketing" searches; June is the lowest
Small business marketing search interest follows a clear seasonal pattern: February is the peak month (when business owners plan their year), with secondary peaks in September-November. June has the lowest search interest, likely reflecting summer slowdowns when business owners are less focused on marketing strategy.
32. "SEO" generates 33x more search interest than "small business marketing"
When compared head-to-head, "SEO" averages 23.4 on Google's interest index compared to just 0.7 for "small business marketing" -- a 33x difference. "Digital marketing" (7.8), "social media marketing" (2.6), and "email marketing" (2.6) all generate significantly more search interest than the more specific "small business marketing" query.
33. New York, Kansas, and D.C. show the highest relative search interest for "small business marketing"
Google Trends regional data shows New York (100), Kansas (82), and the District of Columbia (73) have the highest relative search interest for "small business marketing." Alaska (22), Maine (23), and Vermont (30) have the lowest. This may reflect urban business density driving higher awareness of marketing needs.
34. "Influencer marketing" search interest grew 171.7% year over year
Among marketing channels tracked, "influencer marketing" showed the strongest year-over-year growth at 171.7%, followed by "content marketing" (145.3%), "local SEO" (122.5%), and "PPC advertising" (103.8%). All major marketing channels saw triple-digit YoY search interest growth.
35. "Content marketing" is the most-searched marketing channel, with 2.6x more interest than "influencer marketing"
Over the five-year period, "content marketing" averaged 27.2 on Google's search interest index, compared to "local SEO" (13.2), "influencer marketing" (10.3), and "PPC advertising" (1.2). Despite influencer marketing's faster growth rate, content marketing remains the dominant search term.
Key takeaways
- Small businesses are the marketing industry. Nearly 89% of advertising establishments and 84% of marketing consulting firms have fewer than 20 and 5 employees respectively. But a tiny fraction of large firms controls nearly half the industry's workforce and likely the majority of revenue. If you're a small marketing agency, you're competing in the most fragmented industry in professional services.
- Marketing consulting is eating traditional advertising. Marketing consulting grew 33.6% in establishments while traditional market research shrank 12.4%. Businesses want partners who do the marketing, not just study it. The shift from "research" to "consulting" reflects a broader demand for actionable implementation over passive analysis.
- The technology gap is real. Only 10% of micro-businesses use AI compared to 23% of mid-sized firms. Only 39% of the smallest businesses sell online compared to 55% of larger firms. For small businesses competing against larger competitors, this technology gap directly translates to a marketing disadvantage.
- Marketing careers are booming. With 151,200+ annual openings across three core marketing occupations and above-average growth projections, marketing remains one of the strongest career fields. Marketing Managers earn 3.2x the national median wage, making it one of the most financially rewarding management paths.
- AI is reshaping marketing search behavior. The 3,800% growth in "AI marketing" searches signals a fundamental shift. Small businesses that embrace AI-powered marketing tools will close the technology gap with larger competitors. Those that don't will fall further behind.
About this research
This analysis was conducted by the Upfirst research team in March 2026. All statistics are original findings from our analysis of raw Census Bureau and BLS data.
How to cite this research
Upfirst. (2026). 35 Small Business Marketing Statistics From Primary Research (2026). Retrieved from https://upfirst.ai/blog/small-business-marketing-statistics
Limitations
- Census CBP data counts establishments (individual locations), not firms (companies). A multi-location agency is counted once per location.
- Census ABS data is based on employer firms only and excludes nonemployer businesses (sole proprietors without employees), which represent millions of additional marketing freelancers.
- Google Trends data shows relative search interest (indexed 0-100), not absolute search volume. Comparisons between terms are valid, but raw numbers cannot be interpreted as search counts.
- BLS OES data covers payroll employment and may undercount contract/freelance marketing workers.
- Technology adoption questions in the ABS refer to businesses broadly, not specifically to marketing technology use.
Nick Lau is a copywriter and content lead for Upfirst.ai. A self-starter at heart, he dove into marketing in 2015 by launching an e-commerce company, selling private-labeled products on Amazon and Shopify. When he’s not crafting copy, you might spot him on a winding road trip to the coasts or through forests, in search of unexplored places.
