Advertising

Ad Production Expands Beyond California, New York

John Cassillo

Jan 20, 2026 • 1 min read

New York and California continue to lead commercial ad production market share, but other regional hubs have also emerged around the country as a growing reflection of changes in how/where work gets done.

Extreme Reach’s new report, XR State of Pay, details these new geographic shifts, which could be a harbinger of larger adjustments in the coming years.

California and New York stay on top: Despite production declines for both states, the two hubs still accounted for a combined 58.7% of volume (with CA way out ahead at 42.2%).
Big upward swings: Texas production volume grew by 29% from 2019 to 2025, while Virginia was up 112% and Utah rose 94% in that same timeframe.
On the move: Florida is now the No. 4 state by production volume, at 6.1% of the total.

That's just scratching the surface on how XR quantifies the shift in ad production locations – and other trends – in recent years. Get more info on advertising’s geographic migration and how ad dollars are being spent in the new XR State of Pay report.