What's The Current State Of Advertising Pay?

Advertising has changed significantly in recent years, with major disruptions to everything from talent strategies and production geographies, to targeting, segmentation and campaign economics. 

Understanding these shifts is essential for brands and agencies of all sizes, which is why Extreme Reach has released its new XR State of Pay report for 2025. 

Drawing on XR Pay talent payroll data covering nearly 80% of U.S. commercial productions and billions in talent payments and production sessions, the report puts a spotlight on the storylines defining advertising now and into the future. Including:

• Athlete pay has climbed 106% since 2019, as sports’ cultural role increases (NFL players alone grew by 145%).
• Production expands beyond just California and New York, as Texas, Virginia and Florida combined for a 27% increase in production volume.
• Content creator ad pay has ballooned by 103% since 2022, as some high-profile creators now command similar rates to A-list actors and athletes.
• Ad production sessions grew by 12% year-over-year, reflecting how ads were aiming to create more assets out of campaigns.

Learn more about the ad industry’s major pay trends in XR’s new report: