Leading National Advertisers 2019 Fact Pack

45 Marketers that spent more than $1 billion on 2018 U.S. advertising

$4.5 billion Amazon’s 2018 U.S. ad and promotion spending. It ranked No. 3, up from No. 70 in 2010

LEADING NATIONAL ADVERTISERS 2019 FACT PACK

$475 million Facebook’s U.S. ad spending. Its ad budget more than tripled in 2018

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P001_AA_20190624_SUPP.indd 1 6/14/19 11:47 AM factpack Full page.indd 99 6/12/19 12:04 PM Ad Age Leading National Advertisers 2019 Fact Pack 5 Marketers Quick stats on ad spending for the biggest marketers and brands. Ad Age Leading National Fastest-growing Published June 24, 2019. Advertisers: Top 200 ad spenders More online: AdAge.com/lna2019

Subscribe to Ad spending analysis 18 Ad Age Datacenter AdAge.com/datathatleads Ad spending forecast Share of ad spending Get exclusive access to the complete Ad Age Leading National Advertisers by medium over time report online. Content includes Excel downloads of expanded tables Leading National Advertisers Measured-media including 200 Leading National spending growth over time spending by medium Advertisers, 200 most-advertised brands, biggest ad spenders by medium Measured-media and biggest ad spending categories. spending by category Marketers database Datacenter subscribers get access to company profiles, ad spending, brands, 24 Biggest U.S. spenders executives and agency rosters for nation’s 100 biggest advertisers. Broadcast network TV Cable TV networks AdAge.com/marketertrees2019

Webcast Broadcast spot TV Radio What you need to know about the Ad Age Leading National Advertisers. For Ad Age Insider, Datacenter Desktop search Desktop internet display and Editor’s Circle subscribers. July 17, 2019, at 2 p.m. ET. AdAge.com/InsiderWebcast

Magazine Newspaper Ad Age’s 64th annual Leading National Advertisers report, produced by Ad Age Datacenter. Most-advertised Order print copies at brands [email protected] or 877-320-1721. Digital edition: AdAge.com/trend-reports Market leaders 27 Datacenter directors: Retailers Restaurant chains Kevin Brown, Bradley Johnson Senior research editor: Catherine Wolf Senior art director: Jennifer Chiu Auto marketers U.S. light-vehicle Research assistants: Clair Hauser, Michael Kuhn, Taylor Imel, Jake Wittich sales [email protected]

Auto brands Ad spending GM Revenue, Client Partnerships: per vehicle sold James Palma, [email protected]

Personal care Household products

© Copyright 2019 Crain Beverage brands Beer marketers Communications Inc. The data and information presented is the property of Crain and others and is protected Prescription Wireless services by copyright and other intellectual drug brands property laws. For personal, non- commercial use only, which must be in accordance with Ad Age’s Terms Insurance brands Credit cards and Conditions at AdAge.com/terms. Archiving, reproduction, redistribution or other uses are prohibited. For licensing arrangements, please contact [email protected].

Important to Important People 3

P003_AA_20190624_SUPP.indd 3 6/14/19 11:50 AM Ad Age Leading National Advertisers 2019 THE BIG LIST 10 key stats from Ad Age Leading National Advertisers 2019

1. Ad Age Leading National Advertisers 2. Billion dollar spenders Top 200’s 2018 total U.S. ad spending Marketers with 2018 total U.S. ad spending $163 BILLION greater than $1 billion +3.6 PERCENT 45

3. Media and marketing-services 4. Internet ad spending spending Zenith’s 2019 U.S. forecast Zenith’s 2019 U.S. forecast $106 BILLION $478 BILLION +15 PERCENT +3.5 PERCENT

5. TV ad spending 6. Retail 200 LNA’s share of 2018 U.S. TV advertising Biggest ad category in 2018 U.S. measured-media spending 63 PERCENT $15 BILLION -7.1 PERCENT

7. Comcast Corp. 8. Facebook Biggest U.S. advertiser Biggest LNA ad spending increase $6.1 BILLION +236 PERCENT 2018 TOTAL U.S. AD SPENDING NO. 100 U.S. ADVERTISER IN 2018 ($475 MILLION)

9. Geico 10. Procter & Gamble Co. Most-advertised brand Biggest household product advertiser $1.5 BILLION 53 PERCENT 2018 U.S. MEASURED-MEDIA SPENDING 2018 U.S. SHARE OF HOUSEHOLD PRODUCT AD SPENDING

Source: Ad Age Datacenter, WPP’s Kantar, Publicis Groupe’s Zenith.

4 Ad Age June 24, 2019

P004_AA_20190624_SUPP.indd 4 6/14/19 11:52 AM Ad Age Leading National Advertisers Ranked by total U.S. advertising spending in 2018. Dollars in millions.

Advertisers 1-25

U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2018 2018 1 Comcast Corp. Philadelphia $6,122 $1,709 2 AT&T Dallas 5,362 1,992

3 Amazon Seattle 4,470 1,508 4 Procter & Gamble Co. Cincinnati 4,305 2,814 5 General Motors Co. Detroit 3,139 1,523 Disney became the No. 6 advertiser with its 21st Century Fox No. 6 acquisition, up from No. 23 in last year’s ranking. Before the deal, Fox spun off news, sports and broadcast businesses as Walt Disney Co. Fox Corp. (No. 125). Burbank, Calif. 3,132 1,135 7 Charter Communications Stamford, Conn. 3,042 366 8 Alphabet (Google) Mountain View, Calif. 2,960 651 9 American Express Co. New York 2,798 309 10 Verizon Communications New York 2,682 1,090 11 Walmart Bentonville, Ark. 2,604 688 12 JPMorgan Chase & Co. New York 2,513 232 13 Ford Motor Co. Dearborn, Mich. 2,331 1,000 14 Pfizer New York 2,282 1,460 15 Nestlé Vevey, Switzerland 2,202 897 16 Samsung Electronics Co. Suwon, South Korea 2,152 571 17 Berkshire Hathaway Omaha, Neb. 2,141 1,893 18 L’Oréal Clichy, France 2,137 1,204 19 Fiat Chrysler Automobiles London 2,129 844 20 Capital One Financial Corp. McLean, Va. 2,065 656 21 Expedia Group Bellevue, Wash. 1,953 1,089 22 Johnson & Johnson New Brunswick, N.J. 1,765 935 Bonn, Germany/ 23 Deutsche Telekom (T-Mobile US) 1,700 1,088 Bellevue, Wash. 24 LVMH Moët Hennessy Louis Vuitton Paris 1,560 402 25 McDonald’s Corp. Chicago 1,541 761

Source: Ad Age Datacenter. Total U.S. advertising spending is Ad Age estimate. U.S. measured-media spending from WPP’s Kantar. Numbers rounded. More info: kantar.com/media. Full report: AdAge.com/lna2019. Marketer database: AdAge.com/marketertrees2019. About 200 LNA: AdAge.com/aboutlna2019.

2. AT&T: Estimated pro forma ad spending including WarnerMedia, formerly Time Warner (acquired June 2018). 6. Walt Disney Co.: Estimated pro forma ad spending including 21st Century Fox (acquired March 2019). 9. American Express: Estimated marketing and promotion expenses. 14. Pfizer: Estimate based on a revision to Ad Age’s spending model. 15. Nestlé: Estimated “consumer facing” marketing expenses. 23. Deutsche Telekom: T-Mobile US in April 2018 signed deal to buy Sprint Corp., controlled by No. 39 SoftBank Group Corp.

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Ad Age Leading National Advertisers Ranked by total U.S. advertising spending in 2018. Dollars in millions.

Advertisers 26-50

U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2018 2018 26 Anheuser-Busch InBev Leuven, Belgium $1,531 $558 27 Merck & Co. Kenilworth, N.J. 1,502 302 28 Target Corp. Minneapolis 1,494 481 29 PepsiCo Purchase, N.Y. 1,494 946 30 Bank of America Corp. Charlotte, N.C. 1,486 191 31 Toyota Motor Corp. Toyota City, Japan 1,444 911 32 Nike Beaverton, Ore. 1,442 76 33 Honda Motor Co. Tokyo 1,390 555 Rotterdam, Netherlands/ 34 Unilever 1,379 754 London 35 Macy’s Cincinnati 1,358 400 36 GlaxoSmithKline Brentford, U.K. 1,276 717 37 Progressive Corp. Mayfield Village, Ohio 1,194 1,048 38 Kohl’s Corp. Menomonee Falls, Wis. 1,133 301 39 SoftBank Group Corp. (Sprint Corp.) Tokyo/Overland Park, Kan. 1,100 819 40 Estée Lauder Cos. New York 1,088 93 41 Nissan Motor Co. Yokohama, Japan 1,069 628 42 Home Depot Atlanta 1,062 379 43 U.S. Government Washington 1,043 616 Netflix spent $1 billion on marketing for its domestic No. 44 streaming business in 2018, a 70 percent increase. The company spent $2.4 billion on worldwide marketing, Netflix including $1.8 billion on advertising. Los Gatos, Calif. 1,025 225 45 Yum Brands Louisville, Ky. 1,016 887 46 Sanofi Paris 939 627 47 Coca-Cola Co. Atlanta 913 583 State Farm Mutual 48 Bloomington, Ill. 903 628 Auto Insurance Co. 49 Apple Cupertino, Calif. 890 829 50 Lowe’s Cos. Mooresville, N.C. 869 358

36. GlaxoSmithKline: Estimate based on a revision to Ad Age’s spending model.

8 Ad Age June 24, 2019

P005_P016_AA_20190624_SUPP.indd 8 6/14/19 11:57 AM More in Ad Age Datacenter Agency rosters for top 100 advertisers AdAge.com/marketertrees2019

Advertisers 51-75

U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2018 2018 51 Discover Financial Services Riverwoods, Ill. $857 $267 51 Wells Fargo & Co. San Francisco 857 249 53 Mars Inc. McLean, Va. 823 508 54 Diageo London 823 132 55 Allstate Corp. Northbrook, Ill. 816 442 56 Microsoft Corp. Redmond, Wash. 811 639 57 Molson Coors Brewing Co. Denver/Montreal 810 347 58 Sony Corp. Tokyo 795 473 59 IAC (IAC/InterActiveCorp) New York 795 256 60 Eli Lilly & Co. Indianapolis 769 468 61 Kroger Co. Cincinnati 752 154 62 Volkswagen Wolfsburg, Germany 728 529 63 J.C. Penney Co. Plano, Texas 724 313 64 AbbVie North Chicago, Ill. 723 634 65 Best Buy Co. Richfield, Minn. 712 241 66 Citigroup New York 710 218 Uber in 2018 spent an estimated $701 million on U.S. No. 67 advertising and $1.3 billion worldwide (11.5 percent of revenue). Rival Lyft (No. 134) last year pumped Uber Technologies 16.3 percent of revenue into advertising. San Francisco 701 165 68 Daimler Stuttgart, Germany 689 236 69 Constellation Brands Victor, N.Y. 682 374 Herzogenaurach, 70 Adidas Group 681 76 Germany 71 Wayfair Boston 664 139 72 Viacom New York 650 287 73 Walgreens Boots Alliance Deerfield, Ill. 646 258 74 Coty New York 635 228 Charenton-le-Pont, 75 EssilorLuxottica 615 91 France

70. Adidas: Estimate based on a revision to Ad Age’s spending model for marketing and point-of-sale expenses. 75. EssilorLuxottica: Formed by October 2018 merger of Essilor International and Luxottica Group. Estimated pro forma advertising and marketing expenses.

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P005_P016_AA_20190624_SUPP.indd 9 6/14/19 11:58 AM Ad Age Leading National Advertisers 2019

Ad Age Leading National Advertisers Ranked by total U.S. advertising spending in 2018. Dollars in millions.

Advertisers 76-100

U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2018 2018 Burlington, Mass./ 76 Keurig Dr Pepper $605 $236 Plano, Texas 77 Amgen Thousand Oaks, Calif. 598 288 78 RB (Reckitt Benckiser Group) Slough, U.K. 585 338 79 Intuit Mountain View, Calif. 584 261 80 eBay San Jose, Calif. 570 194 81 Hyundai Motor Co. Seoul, South Korea 560 351 82 Restaurant Brands International Oakville, Ontario 556 473 83 Booking Holdings Norwalk, Conn. 555 737 84 Kia Motors Corp. Seoul, South Korea 544 292 85 Lions Gate Entertainment Corp. Santa Monica, Calif. 543 210 86 Dell Technologies Round Rock, Texas 540 182 87 IBM Corp. Armonk, N.Y. 536 276 88 Liberty Mutual Holding Co. Boston 535 298 89 Albertsons Cos. Boise, Idaho 524 55 90 Bristol-Myers Squibb Co. New York 524 256 91 Gap Inc. San Francisco 523 179 92 AstraZeneca Cambridge, U.K. 520 287 93 Marriott International Bethesda, Md. 518 168 94 Takeda Pharmaceutical Co. Tokyo 515 176 95 Clorox Co. Oakland, Calif. 514 213 96 Rock Holdings (Quicken Loans) Detroit 502 399 97 Bed Bath & Beyond Union, N.J. 500 131 98 Novartis Basel, Switzerland 498 309 99 Henkel Duesseldorf, Germany 497 79 Facebook is a big ad seller—and buyer. Facebook No. 100 more than tripled ad spending in 2018, with worldwide ad costs soaring to $1.1 billion (2.0 percent of revenue, Facebook highest percentage ever for Facebook). Menlo Park, Calif. 475 352

76. Keurig Dr Pepper: Formed by July 2018 merger of Keurig Green Mountain and Dr Pepper Snapple Group. Estimated pro forma advertising and marketing expenses. 84. Kia: Estimate based on a revision to Ad Age’s spending model. 90. Bristol-Myers Squibb: Estimate based on a revision to Ad Age’s spending model. 93. Marriott: Estimate based on a revision to Ad Age’s spending model. 94. Takeda: Estimated pro forma advertising and sales promotion spending including Shire (acquired January 2019). 98. Novartis: Estimated pro forma spending excluding Alcon (spun off in April 2019). Estimate based on a revision to Ad Age’s spending model.

10 Ad Age June 24, 2019

P005_P016_AA_20190624_SUPP.indd 10 6/14/19 11:58 AM More in Ad Age Datacenter Expanded spending data for 200 LNA AdAge.com/lna2019

Advertisers 101-125

U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2018 2018 101 Subaru Corp. Tokyo $471 $304 102 LendingTree Charlotte, N.C. 470 325 103 Doctor’s Associates (Subway) Milford, Conn. 468 325 Inspire Brands launched in February 2018 as a multi- No. 104 brand restaurant company after Arby’s Restaurant Group bought Buffalo Wild Wings for $2.9 billion. Inspire Inspire Brands last December added Sonic in a $2.3 billion deal. Atlanta 467 422 105 Bayer Leverkusen, Germany 464 528 106 General Mills Minneapolis 456 535 107 Dunkin’ Brands Group Canton, Mass. 455 147 108 L Brands Columbus, Ohio 454 46 109 Kellogg Co. Battle Creek, Mich. 454 431 110 Colgate-Palmolive Co. New York 450 129 111 Visa San Francisco 447 115 112 Pernod Ricard Paris 445 20 113 Gilead Sciences Foster City, Calif. 432 166 114 U.S. Bancorp Minneapolis 429 55 115 Dish Network Corp. Englewood, Colo. 426 331 116 Allergan Dublin 423 376 117 Novo Nordisk Bagsvaerd, Denmark 422 250 118 Heineken Amsterdam 414 151 119 Kraft Heinz Co. Pittsburgh/Chicago 403 520 120 Hershey Co. Hershey, Pa. 403 441 121 Church & Dwight Co. Ewing, N.J. 396 266 122 Suntory Holdings (Beam Suntory) Tokyo 396 98 123 CVS Health Corp. Woonsocket, R.I. 394 124 124 Chewy Dania Beach, Fla. 393 121 125 Fox Corp. New York 392 141

105. Bayer: Estimated pro forma ad spending including Monsanto (acquired June 2018). Estimate based on a revision to Ad Age’s spending model. 116. Allergan: Estimate based on a revision to Ad Age’s spending model. 119. Kraft Heinz: Estimated ad expenses. 122. Suntory Holdings: Estimated advertising and sales promotion expenses. 123. CVS Health: Estimated pro forma ad spending including Aetna (acquired November 2018). 124. Chewy: Completed initial public offering in June 2019. Chewy is controlled by PetSmart and BC Partners, the buyout firm that owns PetSmart. 125. Fox Corp.: Pro forma ad spending.

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Ad Age Leading National Advertisers Ranked by total U.S. advertising spending in 2018. Dollars in millions.

Advertisers 126-150

U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2018 2018 126 LG Electronics Seoul, South Korea $390 $162 127 Domino’s Pizza Ann Arbor, Mich. 389 418 VF last month spun off its (shrinking) jeans business No. 128 (Wrangler, Lee, Rock & Republic) as a separate company, Kontoor Brands. VF now is focusing on footwear and VF Corp. apparel brands including Vans and The North Face. Greensboro, N.C. 384 41 129 Wendy’s Co. Dublin, Ohio 376 272 130 CBS Corp. New York 370 175 131 Signet Jewelers Hamilton, Bermuda 369 267 132 Under Armour Baltimore 366 17 133 Kering Paris 359 128 134 Lyft San Francisco 345 24 135 TJX Cos. Framingham, Mass. 339 257 136 Kimberly-Clark Corp. Irving, Texas 338 272 Neuilly-sur-Seine, 137 Chanel 331 130 France 138 Salesforce San Francisco 329 37 Ingelheim am Rhein, 139 Boehringer Ingelheim 327 187 Germany Apollo Education Group 140 Phoenix 326 189 (University of Phoenix) 141 UnitedHealth Group Minnetonka, Minn. 325 217 142 Carnival Corp. Miami 322 88 143 Dick’s Sporting Goods Coraopolis, Pa. 322 61 144 Recruit Holdings Co. Tokyo 319 222 145 Campbell Soup Co. Camden, N.J. 319 178 146 Charles Schwab Corp. San Francisco 313 140 147 AARP Washington 307 143 148 Mattel El Segundo, Calif. 303 96 149 MasterCard Purchase, N.Y. 299 59 150 FMR Corp. (Fidelity Investments) Boston 298 169

128. VF: Estimated net ad spending excluding jeans business (spun off in May 2019 as Kontoor Brands). 133. Kering: Estimated pro forma spending excluding Puma (spun off in May 2018).

14 Ad Age June 24, 2019

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Advertisers 151-175

U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2018 2018 151 BMW Group Munich $296 $95 152 FedEx Corp. Memphis, Tenn. 294 90 153 TD Ameritrade Holding Corp. Omaha, Neb. 293 215 154 Danone Paris 291 94 155 Activision Blizzard Santa Monica, Calif. 290 56 156 Mondelez International Deerfield, Ill. 289 126 157 Bausch Health Cos. Laval, Quebec 288 64 158 News Corp. New York 287 132 159 PNC Financial Services Group Pittsburgh 285 42 TripAdvisor did something new in 2018: After years of No. 160 increases, it cut overall ad spending. The company reduced online traffic acquisition costs while boosting TripAdvisor TV spending in its hotel business segment. Needham, Mass. 281 309 161 Cox Enterprises Atlanta 281 256 162 Zurich Insurance Group Zurich 276 137 163 Sherwin-Williams Co. Cleveland 276 69 164 Office Depot Boca Raton, Fla. 270 85 165 Dine Brands Global Glendale, Calif. 270 219 166 Sirius XM Holdings New York 267 20 167 AutoNation Fort Lauderdale, Fla. 264 8 168 PayPal Holdings San Jose, Calif. 261 94 169 Nintendo Co. Kyoto, Japan 256 56 170 Compagnie Financière Richemont Geneva 254 91 171 Darden Restaurants Orlando, Fla. 252 169 172 Norwegian Cruise Lines Miami 252 113 173 Publix Super Markets Lakeland, Fla. 249 56 174 Nationwide Mutual Insurance Co. Columbus, Ohio 248 162 175 Delta Air Lines Atlanta 247 43

157. Bausch Health: Changed name from Valeant Pharmaceuticals International in July 2018.

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Ad Age Leading National Advertisers Ranked by total U.S. advertising spending in 2018. Dollars in millions.

Advertisers 176-200 U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2018 2018 176 Conagra Brands Chicago $246 $66 177 Revlon New York 246 46 178 PVH Corp. New York 244 52 179 Tyson Foods Springdale, Ark. 243 191 180 Intel Corp. Santa Clara, Calif. 242 72 181 Overstock Midvale, Utah 242 51 182 Altice USA Long Island City, N.Y. 240 80 183 Hasbro Pawtucket, R.I. 240 107 184 Transform Holdco (Sears, Kmart) Hoffman Estates, Ill. 237 94 185 Royal Caribbean Cruises Miami 237 75 186 Staples Framingham, Mass. 232 67 187 H&R Block Kansas City, Mo. 231 168 188 Telephone & Data Systems (U.S. Cellular) Chicago 230 39 CarGurus connects buyers and dealers on its online No. 189 marketplace, and it spends heavily on advertising to help drive its business. CarGurus spent 53 cents on CarGurus advertising for each dollar of revenue in 2018. Cambridge, Mass. 230 87 190 Toronto-Dominion Bank (TD Bank Group) Toronto 221 14 191 WeatherTech Bolingbrook, Ill. 221 176 192 Hilton Worldwide Holdings McLean, Va. 218 142 193 Papa John’s International Louisville, Ky. 217 94 194 United Services Automobile Association San Antonio 215 190 195 Southwest Airlines Co. Dallas 215 71 196 Tata Motors Mumbai, India 215 123 197 Rakuten Tokyo 211 6 198 Sleep Number Corp. Minneapolis 210 170

199 Steinhoff International Holdings Stellenbosch, South 206 151 (Mattress Firm) Africa 200 Experian Dublin 205 230 Ad Age Leading National Advertisers: Top 200 $163B $71B

182. Altice USA: Altice Europe, formerly Altice, spun off Altice USA in June 2018. 184. Transform Holdco: Acquired Sears and Kmart in February 2019. 192. Hilton: Estimate based on a revision to Ad Age’s spending model.

16 Ad Age June 24, 2019

P005_P016_AA_20190624_SUPP.indd 16 6/14/19 11:59 AM Fastest-growing ad spenders Highest U.S. ad spending growth rates in 2018 among the 200 Leading National Advertisers. Facebook’s estimated U.S. spending more than tripled. Two other members of the tech industry’s FAANG gang— Netflix and Amazon—also make the top 10. Estimated ad spending at Alphabet, parent of FAANG member Google, jumped 23 percent. Estimated spending at Apple, the other member of the corps, fell 1 percent.

Estimated 2018 Estimated U.S. ad spending growth, total U.S. ad spending 2018 vs. 2017

Facebook Entertainment and media 236% $475 million

Netflix Entertainment and media 70% $1.0 billion

Chewy etail 55% $393 million

verstock etail 52% $242 million

Novo Nordisk rescription drugs 46% $422 million

CS Health Corp. etail 43% $394 million

ells Fargo Co. Financial services 40% $857 million

ayfair etail 37% $664 million

CarGurus Automotive 37% $230 million

Amazon etail 32% $4.5 billion

Important to Important People 17

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U.S. ad spending forecast From Zenith. 2019 forecast for total U.S. spending on major media and marketing services: $478 billion.

Major media From Zenith. 2019 forecast for total U.S.

Outdoor $9.8B Cinema $1.0B Magazine $13.0B 0.4% 4.3% Newspaper 5.7% $13.9B 6.1%

7.7% Radio Internet $17.6B 46.4% $106.3B Major media $228.8B

29.4%

TV $67.2B

Major media and marketing services

Spending (dollars in billions) Year-to-year percent change 2020 vs. 2019 vs. 2018 vs. 2020 2019 2018 2019 2018 2017 Major media Internet $119.0 $106.3 $92.4 12.0% 15.0% 22.9% TV 66.0 67.2 68.2 -1.9 -1.4 -0.4 Radio 17.6 17.6 17.6 0.0 0.0 0.0 Newspaper 13.0 13.9 15.1 -7.0 -8.0 -9.0 Magazine 11.9 13.0 14.1 -7.8 -8.1 -8.2 Outdoor 10.0 9.8 9.6 1.6 2.7 3.0 Cinema 1.1 1.0 1.0 5.0 5.0 5.0 Total: Major media 238.5 228.8 218.0 4.2 5.0 7.1 Marketing services Sales promotion 86.7 85.2 82.7 1.8 3.0 3.5 Telemarketing 61.4 60.8 59.6 1.0 2.0 3.0 Direct mail 47.7 46.5 47.7 2.5 -2.5 1.6 Event sponsorship 45.3 42.7 39.9 6.0 7.0 6.8 Directories 7.8 7.9 8.0 -2.0 -1.0 -0.4 Public relations 6.3 6.0 5.7 5.0 6.0 7.0 Total: Marketing services 255.2 249.1 243.6 2.4 2.3 3.5 Total: Major media and $493.7 $477.9 $461.6 3.3% 3.5% 5.2% marketing services

Source: Publicis Groupe’s Zenith (Advertising Expenditure Forecasts, March 2019). More info: zenithmedia.com. Numbers rounded. Internet including internet display, online video (including rich media), classified, paid search, internet radio, podcasts and social media.

18 Ad Age June 24, 2019

P018_P019_AA_20190624_SUPP.indd 18 6/14/19 12:06 PM Share of U.S. ad spending by medium, 2007-2021 From Zenith. The media agency expects the internet to account for more than half (53.3 percent) of U.S. media ad spending in 2021.

Internet Recession 53.3%

50%

TV 33.0%

30 Newspaper 28.1%

TV 26.0%

Magazine 14.5%

Radio 11.9%

10 Radio 7.0% Internet 8.2%

Out of home Newspaper 4.8% 4.3% Out of home 4.5% Magazine 4.4% 0 ’07 ’08 ’09 ’10 ’11 ’12 ’13 ’14 ’15 ’16 ’17 ’18 ’19 ’20 ’21

Source: Zenith (Advertising Expenditure Forecasts, March 2019). More info: zenithmedia.com. Numbers rounded. Internet including internet display, online video (including rich media), classified, paid search, internet radio, podcasts and social media. Out of home including outdoor and cinema.

Important to Important People 19

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Ad Age Leading National Advertisers spending growth over time

Percent change in U.S. ad spending for Ad Age’s 100 Leading National Advertisers. Total U.S. ad spending in 2018 for the 100 biggest spenders increased 4.5 percent, boosted by big gains at Amazon (No. 3), Netflix (No. 44) and Facebook (No. 100). Ad spending for advertisers ranked 101 through 200 was essentially flat (up 0.1 percent). Spending for the 200 Leading National Advertisers rose 3.6 percent. Among the top 200 advertisers, 125 increased spending in 2018.

12% Recovery: Spending rebounded in 2010 with the highest growth 9 rate since 2004.

-3

-6 Recession: LNA 2009 spending tumbled 10.2 percent, the -9 sharpest drop since Ad Age began the report in 1956. -12

’00 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12 ’13 ’14 ’15 ’16 ’17 ’18

ABOUT AD AGE LEADING NATIONAL ADVERTISERS 2019

Ad Age Datacenter produced broad definition of advertising and discounts off rate card. Not all the 64th annual Ad Age Leading promotion since the report debuted advertisers pay the same rate. National Advertisers report. in 1956. Ad Age published Ad Age From the report’s launch Report methodology and additional Leading National Advertisers 2019 through the June 2016 report, information on measured media: online on June 24, 2019, available Ad Age defined total U.S. ad spend- AdAge.com/aboutlna2019 to Ad Age Datacenter subscribers ing as the sum of measured- at AdAge.com/lna2019. A portion of media spending and unmeasured Ad Age Datacenter subscribers have the report appears in this Fact Pack. spending. exclusive access to expanded data at Ad Age Leading National Essentially, unmeasured spend- AdAge.com/lna2019. Advertisers 2019 ranks marketers ing was the difference between by total U.S. ad spending as esti- a company’s measured media Exclusive online content includes: mated by Ad Age Datacenter. (from WPP’s Kantar) and its total • Marketer Trees 2019, a data- Total U.S. ad spending estimates advertising and promotion costs base with ad spending, brands, come from our top-down analysis of (either reported by the company or profiles, executives and agency a company’s spending on advertis- estimated by Ad Age Datacenter). rosters for the nation’s 100 biggest ing based on disclosures in financial Starting with the June 2017 advertisers filings, company reports and indus- report, Ad Age eliminated the cal- • Excel downloads of expanded try benchmarking. Ad Age weights culation of unmeasured spending. tables including 200 Leading a company’s reported worldwide Total U.S. ad spending now National Advertisers, 200 ad costs to reflect a U.S.-only per- is based on Ad Age’s top-down most-advertised brands, biggest centage. Ad Age estimates spending analysis of a company’s estimated ad spenders by medium and big- for companies that don’t publicly spending. Total U.S. ad spending gest ad spending categories disclose spending. in some cases is lower than U.S. Total U.S. ad spending encom- measured-media spending, which Subscribe: passes advertising, marketing comes from Kantar’s bottom-up AdAge.com/datathatleads services (including promotion and tally of spending in measured media 877-320-1721 direct marketing) and digital mar- based on rate card, average pricing [email protected] keting (including social media). data supplied by media sellers Ad Age has based its Leading and other factors. Major advertis- © Copyright 2019 Crain National Advertisers rankings on a ers in many cases get significant Communications Inc.; see p. 3.

20 Ad Age June 24, 2019

P020_P021_AA_20190624_SUPP.indd 20 6/14/19 12:17 PM Measured-media spending

U.S. measured-media spending by medium in 2018 From Kantar for all advertisers and 200 Leading National Advertisers. Dollars in billions. The 200 LNA account for half of measured-media spending.

Measured-media spending All advertisers 200 Leading National 200 LNA’s Medium (including 200 LNA) Advertisers share TV $77.0 $48.9 63% Magazine 14.2 6.4 45 Newspaper 8.6 1.2 14 Radio 7.5 2.7 36 Outdoor 5.2 1.3 26 Subtotal 112.5 60.5 54 Desktop search 19.5 6.9 35 Desktop internet display 8.5 3.4 40 Subtotal 140.5 70.9 50 Other digital 10.0 NA NA Free-standing inserts 2.4 NA NA Cinema 0.6 NA NA Total $153.5 NA NA

Source: Ad Age Datacenter. Numbers rounded. Measured-media spending from WPP’s Kantar. More info: kantar.com/media. About LNA 2019: AdAge.com/aboutlna2019.

TV: Broadcast, cable, spot, syndicated; includes Spanish-language networks. Magazine: Consumer, Sunday, business-to-business and local magazine; includes Spanish-language magazines. Newspaper: National and local newspaper; includes Spanish-language newspapers. Radio: Network, national spot and local. Other digital: Paid social media, mobile web and online video.

U.S. measured-media spending for largest categories in 2018 From Kantar for all advertisers (including 200 LNA). Dollars in billions. Including digital media. Percent change, 2018 vs. 2017. Spending rose in six of the top 10 categories. Percent change Retail $15.1 -7.1%

Automotive $12.9 -9.7%

Telecom, internet services, $12.3 +3.2% internet service providers eneral services $11.5 +1.1%

Medicine and remedies $10.2 +0.9%

Financial services $7.9 +6.9%

Insurance $7.1 +8.1%

Food, beverages and candy $6.9 -7.0%

Airlines, hotels, $6.3 +14.9% car rental and travel Restaurants $6.2 -2.1%

Source: Ad Age Datacenter analysis of data from WPP’s Kantar. More info: kantar.com/media. Expanded table including 2017 spending: AdAge.com/lna2019. About LNA 2019: AdAge.com/aboutlna2019.

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Biggest U.S. spenders by medium 10 largest advertisers by 2018 U.S. measured-media spending. Dollars in millions.

Broadcast network TV Cable TV networks Measured broadcast network TV ad spending. Measured cable TV networks ad spending.

Rank Marketer 2018 Rank Marketer 2018

1 Procter & Gamble Co. $1,119 1 Procter & Gamble Co. $710 2 AT&T 842 2 AT&T 561 3 Pfizer 734 3 Berkshire Hathaway 541 4 General Motors Co. 611 4 PepsiCo 437 5 Berkshire Hathaway 609 5 Nestlé 420

6 Deutsche Telekom 540 6 Yum Brands 404 (T-Mobile US) 7 Walt Disney Co. 353 7 Apple 519 8 Comcast Corp. 314 8 Verizon Communications 494 9 General Motors Co. 302 9 Ford Motor Co. 493 10 Progressive Corp. 274 10 Amazon 448 Total (dollars in billions) $26.6 Total (dollars in billions) $28.8

Broadcast spot TV Radio Measured broadcast spot TV ad spending. Measured network, national spot and local radio ad spending.

Rank Marketer 2018 Rank Marketer 2018

1 Comcast Corp. $378 1 Deutsche Telekom $176 (T-Mobile US) 2 General Motors Co. 306 2 Comcast Corp. 164 3 Nissan Motor Co. 262 3 Berkshire Hathaway 112 4 Charter Communications 259 4 Home Depot 109 5 Ford Motor Co. 240 5 AT&T 105 6 Fiat Chrysler Automobiles 204 6 Fiat Chrysler Automobiles 72 7 Volkswagen 117 7 Recruit Holdings Co. 71 8 Rooms To Go 107 8 Walt Disney Co. 70 9 Toyota Motor Corp. 102 9 Procter & Gamble Co. 69 10 Berkshire Hathaway 97 10 Macy’s 65 Total (dollars in billions) $16.7 Total (dollars in billions) $7.5

Source: Rankings based on Ad Age Datacenter analysis of U.S. measured-media data from WPP’s Kantar. More info: kantar.com/media.

See expanded tables including 2017 spending and 10 largest spenders in outdoor and syndicated TV: AdAge.com/lna2019. About LNA 2019: AdAge.com/aboutlna2019.

Numbers rounded. Ad Age aggregated media by type. Total is medium’s U.S. total for all advertisers (including 200 Leading National Advertisers). Spending for advertisers is pro forma reflecting acquisitions and divestitures.

Broadcast network TV includes Spanish-language TV networks. Radio excludes satellite radio.

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Desktop search Desktop internet display Measured desktop search ad spending. Measured desktop internet display ad spending.

Rank Marketer 2018 Rank Marketer 2018

1 Expedia Group $647 1 Amazon $428 2 Booking Holdings 626 2 Comcast Corp. 182 3 Amazon 277 3 Verizon Communications 143 4 LendingTree 255 4 Expedia Group 135 5 TripAdvisor 213 5 Axel Springer 104 6 AT&T 173 6 Dish Network Corp. 103 7 Capital One Financial Corp. 145 7 U.S. Government 91 8 Experian 143 8 Fiat Chrysler Automobiles 91 9 Progressive Corp. 141 9 Progressive Corp. 90 10 Discover Financial Services 118 10 Bed Bath & Beyond 82 Total (dollars in billions) $19.5 Total (dollars in billions) $8.5

Magazine Newspaper Measured magazine ad spending. Measured newspaper ad spending.

Rank Marketer 2018 Rank Marketer 2018

1 L’Oréal $690 1 Andersen Corp. $97 2 Procter & Gamble Co. 444 2 News Corp. 92 3 Kraft Heinz Co. 315 3 Serta Simmons Bedding 63

4 LVMH Moët Hennessy 211 4 Realogy Holdings Corp. 56 Louis Vuitton 5 LVMH Moët Hennessy 56 5 Johnson & Johnson 202 Louis Vuitton 6 Nestlé 199 6 Dell Technologies 54 7 Pfizer 197 7 Rooms To Go 54 8 Berkshire Hathaway 191 8 Comcast Corp. 53 9 Unilever 164 9 Sandals Resorts International 49 10 Kellogg Co. 163 10 Hobby Lobby Stores 49 Total (dollars in billions) $14.2 Total (dollars in billions) $8.6

Desktop search is spending on paid search. Includes only U.S. Google desktop text ads. Desktop internet display excludes paid video. Magazine includes consumer, Sunday, local, Spanish-language and business-to-business magazines. Newspaper includes national newspapers (The New York Times, USA Today, The Wall Street Journal), local newspapers and Spanish-language newspapers.

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10 most-advertised brands More in Ad Age Datacenter Ranked by 2018 U.S. measured-media spending. Go with the Flo: 200 most-advertised brands Progressive’s measured spending surged 43.8 percent in 2018. AdAge.com/lna2019

1. Geico 6. Apple Berkshire Hathaway $1.5B $797M Apple +5.1% +3.9%

2. Amazon 7. Ford Amazon $1.3B $779M Ford Motor Co. +46.1% -18.0%

8. TMobile 3. Progressive Deutsche Telekom Progressive Corp. $768M $1.0B (T-Mobile US) +43.8% -10.2%

4. Verizon 9. McDonald's Verizon McDonald's Corp. Communications $935M $761M +9.0% -8.7%

5. Chevrolet 10. AT&T General Motors Co. $825M $659M AT&T -4.6% -15.8%

Source: Ad Age Datacenter analysis of measured-media spending data from WPP’s Kantar. Company’s spending for all goods and services that fall under a given brand. Numbers rounded. More info: kantar.com/media. About LNA 2019: AdAge.com/aboutlna2019.

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P026_AA_20190624_SUPP.indd 26 6/14/19 12:23 PM U.S. market leaders by category More in Ad Age Datacenter 2018 share breakouts for marketers and brands. Dollars in millions. Profiles of top 100 advertisers AdAge.com/marketertrees2019

Retailers Ranking based on total U.S. ad spending.

Share of U.S. Total U.S. retail sales ad spending Rank Marketer 2018 2017 2018 2017 1 Amazon 3.4% 2.7% $4,470 $3,379 2 Walmart 10.8 11.0 2,604 2,294 4 Target Corp. 2.1 2.1 1,494 1,476 3 Macy’s 0.7 0.7 1,358 1,397 5 Kohl’s Corp. 0.5 0.6 1,133 1,124 6 Home Depot 2.8 2.7 1,062 911 7 Lowe’s Cos. 1.9 1.9 869 892 8 Kroger Co. 3.4 3.6 752 707 9 J.C. Penney Co. 0.3 0.4 724 741 10 Best Buy Co. 1.1 1.1 712 712 Top 10 27.1 26.8 $15,177 $13,633 Industry total $3.5* $3.4* NA NA (*U.S. sales, dollars in trillions)

Restaurant chains U.S. market share based on systemwide sales.

Market share Measured media Rank Chain Marketer 2018 2017 2018 2017 1 McDonald’s McDonald’s Corp. 6.9% 7.0% $761 $699 2 Starbucks Starbucks Corp. 3.5 3.4 79 82 3 Subway Doctor’s Associates 1.9 2.0 325 353 4 Taco Bell Yum Brands 1.9 1.8 415 424 5 Chick-fil-A Chick-fil-A 1.8 1.7 103 90 Restaurant Brands 6 Burger King 1.8 1.8 337 341 International 7 Wendy’s Wendy’s Co. 1.7 1.7 272 264 8 Dunkin’ Dunkin’ Brands Group 1.6 1.6 140 146 9 Domino’s Domino’s Pizza 1.2 1.1 418 403 10 Panera Bread Pret Panera Holding Co. 1.0 1.0 56 68 Top 10 23.3 23.1 2,906 2,870 Industry total $556* $537* $6,180 $6,310 (*U.S. sales, dollars in billions)

Source: Total U.S. ad spending from Ad Age Datacenter. U.S. measured-media spending from WPP’s Kantar. More info: kantar.com/media. Numbers rounded. About LNA 2019: AdAge.com/aboutlna2019. © Copyright 2019 Crain Communications Inc.; see p. 3.

Retailers: Census Bureau (U.S. retail sales). More info: census.gov. Industry total (U.S. sales): From Census Bureau’s Monthly Retail Trade Survey; U.S. retail sales excluding motor-vehicle and parts dealers, gas stations and fuel dealers. Amazon: Share shown is Ad Age Datacenter estimate. Restaurant chains: Technomic 2019 Top 500 Chain Restaurant Report (sales used to calculate market share). More info: technomic.com. Systemwide sales is franchised plus company-owned restaurants. Chick-fil-A, Panera Bread and Starbucks based on estimated sales. Pret Panera Holding Co. is owned by JAB Holding Co.

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U.S. market leaders by category 2018 share breakouts for marketers and brands. Dollars in millions.

Auto marketers U.S. market share for auto/light-truck marketers.

Market share Total U.S. ad spending Rank Marketer 2018 2017 2018 2017 1 General Motors Co. 17.0% 17.4% $3,139 $3,244 2 Ford Motor Co. 14.3 14.9 2,331 2,454 3 Toyota Motor Corp. 14.0 14.1 1,444 1,621 4 Fiat Chrysler Automobiles 13.0 12.0 2,129 2,077 5 Honda Motor Co. 9.3 9.5 1,390 1,383 6 Nissan Motor Co. 8.6 9.2 1,069 1,087 7 Subaru Corp. 3.9 3.8 471 473 8 Hyundai Motor Co. 3.9 4.0 560 588 9 Volkswagen 3.7 3.6 728 723 10 Kia Motors Corp. 3.4 3.4 544 586 Top 10 91.1 92.0 $13,804 $14,236 Industry total (*vehicles sold in millions) 17.3* 17.2* NA NA

U.S. light-vehicle sales Automakers sold 17.3 million new cars and light trucks in 2018, the industry’s fourth-best year for sales (behind 2016, 2015 and 2000).

20 million Recession years

0 ’00 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12 ’13 ’14 ’15 ’16 ’17 ’18

Auto marketers: Market share calculations by Ad Age Datacenter based on sales figures from Automotive News Data Center. More info: autonews.com. Market share for cars and light trucks. Total U.S. ad spending for automakers. Excludes dealer advertising. Hyundai Motor Co.: Owns 33.9% of Kia Motors Corp. U.S. light-vehicle sales: Automotive News Data Center. More info: autonews.com.

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Auto brands U.S. market share for auto/light-truck brands.

Market share Measured media Rank Brand Marketer 2018 2017 2018 2017 1 Ford Ford Motor Co. 13.7% 14.3% $779 $950 2 Toyota Toyota Motor Corp. 12.3 12.4 571 659 3 Chevrolet General Motors Co. 11.7 12.0 825 865 4 Honda Honda Motor Co. 8.3 8.6 440 435 5 Nissan Nissan Motor Co. 7.8 8.4 496 511 6 Jeep Fiat Chrysler Automobiles 5.6 4.8 353 345 7 Subaru Subaru Corp. 3.9 3.8 304 306 8 Hyundai Hyundai Motor Co. 3.9 3.9 310 292 9 Ram Fiat Chrysler Automobiles 3.4 3.2 302 259 10 Kia Kia Motors Corp. 3.4 3.4 292 397 Top 10 74.1 74.7 4,671 5,018 Industry total (*vehicles sold in millions) 17.3* 17.2* $7,587 $8,464

Ad spending per vehicle sold Top and bottom five spenders based on 2018 U.S. measured-media spending divided by vehicles sold. Ad spending for Hyundai Motor Co.’s Genesis came to $4,006 per vehicle sold (not far from the $4,995 base price of a 1986 Excel, Hyundai’s genesis in the U.S.). Tesla spent less than $3 on measured media to sell each car. Tesla said in its latest 10-K annual regulatory filing: “To date, media coverage and word of mouth have been the primary drivers of our vehicle sales leads and have helped us achieve sales without traditional advertising and at relatively low marketing costs.” $4,006 $2,106 $1,916 $1,364 $1,242 $232 $220 $208 $170 $3 Fiat or Tesla ela BMW Dodge Jaguar Lincoln Genesis Cadillac eneral Porsche na otor o otor o otor otor o otor Alfa Romeo Alfa ata otor ata olaen rop tomole tomole tomole at rler at at rler at rler at

Auto brands: Market share calculations by Ad Age Datacenter based on sales figures from Automotive News Data Center. More info: autonews.com. Market share for cars and light trucks. U.S. measured-media spending. Includes all of automaker’s measured-media advertising for that brand; excludes dealer advertising. Industry total: Ad spending is measured-media spending for automakers.

Ad spending per vehicle sold: Calculated by Ad Age Datacenter using Kantar U.S. measured-media spending and Automotive News U.S. sales data. More info: autonews.com. Analysis based on brands selling at least 5,000 vehicles in U.S. in 2018. Ad spending is automaker’s U.S. measured-media spending for that brand.

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U.S. market leaders by category 2018 share breakouts for marketers and brands. Dollars in millions.

Personal care brands Share of U.S. personal care measured-media spending.

Share of ad Measured spending media Rank Brand Marketer 2018 2017 2018 2017 1 L’Oréal Paris L’Oréal 9.5% 8.0% $546 $494 2 Olay Procter & Gamble Co. 4.5 4.4 255 272 3 Maybelline New York L’Oréal 4.2 4.7 241 291 4 Neutrogena Johnson & Johnson 3.8 3.6 218 223 5 Garnier L’Oréal 3.8 3.1 215 188 6 Always Procter & Gamble Co. 3.7 2.7 213 168 7 Dove Unilever 3.3 2.8 187 174 8 Crest Procter & Gamble Co. 2.4 2.5 138 157 9 Gillette Procter & Gamble Co. 2.3 2.2 133 135 10 Sensodyne GlaxoSmithKline 2.2 1.7 125 107 Top 10 39.7 35.9 2,271 2,209 Total personal care measured-media spending 100.0% 100.0% $5,724 $6,159

10 biggest personal care advertisers Based on 2018 U.S. measured-media spending. Total personal care measured spending: $5.7 billion. Procter & Gamble accounted for more than one-fifth of that spending.

Other Procter & Gamble Co. $1.4B $1.3B 22.3% 24.0%

Colgate-Palmolive Co. $125M 2.2% Total $5.7B Genomma Lab $125M 2.2% LVMH Moët Hennessy 2.2% 20.8% Louis Vuitton $128M 3.4% 3.5% L’Oréal GlaxoSmithKline $1.2B $196M 4.0% Kimberly-Clark Corp. 7.4% 8.1% $200M Coty $226M Johnson & Johnson Unilever $421M $464M

Personal care: Ad Age Datacenter analysis of U.S. measured-media spending. Share of advertising and industry total category ad spending based on Kantar’s industry classifications for Cosmetics & Beauty Aids (D100); Personal Hygiene & Health (D200); Hair Products & Accessories (D300); and Men’s Toiletries, Hygienic Goods & Skin Care (D400).

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Household products Share of U.S. household product measured-media spending.

Share of ad Measured spending media Rank Brand Marketer 2018 2017 2018 2017

1 Tide Procter & Gamble Co. 10.7% 11.6% $233 $234 2 Febreze Procter & Gamble Co. 9.2 6.3 201 126 3 Downy Procter & Gamble Co. 8.7 7.7 189 155 4 Gain Procter & Gamble Co. 6.0 4.8 130 97 5 Bounty Procter & Gamble Co. 4.7 5.3 101 107 6 Charmin Procter & Gamble Co. 4.4 5.5 96 111 7 Clorox Clorox Co. 4.0 4.8 87 97 8 Lysol RB (Reckitt Benckiser Group) 3.2 3.4 70 68 9 OxiClean Church & Dwight Co. 2.9 3.3 63 67 10 Duracell Berkshire Hathaway 2.8 3.5 61 71 Top 10 56.5 56.1 1,232 1,133 Total household product measured-media spending 100.0% 100.0% $2,180 $2,019

10 biggest household product advertisers Based on 2018 U.S. measured-media spending. Total household product measured spending: $2.2 billion. Procter & Gamble accounted for more than half of that spending.

ter $152M o Intre $54M erre ataa $61M 7.0% enel $65M 2.5% 2.8% merllar orp $71M 3.0% 3.3% an rop $75M 3.4%

onon 5.6% $123M otal 52.9% Proter amle o $2.2B $1.2B 5.7% r t o $123M 6.4% loro o $139M 7.5%

ett ener rop $163M

Household products: Ad Age Datacenter analysis of U.S. measured-media spending. Share of advertising and industry total category ad spending based on Kantar’s industry classifications for Household Supplies (H300); and Household Soaps, Cleansers & Polishes (H400).

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U.S. market leaders by category 2018 share breakouts for marketers and brands. Dollars in millions.

Beverage brands U.S. market share based on sales volume.

Market share Measured media Rank Brand Marketer 2018 2017 2018 2017 1 Coke Coca-Cola Co. 11.6% 11.8% $393 $382 2 Pepsi PepsiCo 5.0 5.3 261 175 3 Mountain Dew PepsiCo 3.7 3.9 119 88 4 Dr Pepper Keurig Dr Pepper 3.5 3.5 106 112 5 Gatorade PepsiCo 3.1 3.2 142 133 6 Nestlé Pure Life Nestlé 3.1 3.4 8 4 7 Sprite Coca-Cola Co. 2.8 2.8 30 34 8 Poland Spring Nestlé 2.6 2.6 3 1 9 Dasani Coca-Cola Co. 2.2 2.2 0 4 10 Aquafina PepsiCo 1.8 1.8 1 1 Top 10 39.3 40.5 1,062 934 Industry total (*gallons in billions) 33.9* 33.2* $1,870 $1,844

Beer marketers U.S. market share based on shipment volume.

Market share Measured media Rank Marketer 2018 2017 2018 2017 1 Anheuser-Busch InBev (Budweiser) 41.0% 41.7% $554 $598 2 Molson Coors Brewing Co. (Coors, Miller) 23.5 24.4 320 401 3 Constellation Brands (Corona, Modelo) 10.0 8.9 368 263 4 Heineken 3.5 3.8 151 174 5 Pabst Brewing Co. 2.1 2.3 1 1 6 Boston Beer Co. (Samuel Adams) 2.0 1.8 55 52 7 D.G. Yuengling & Son 1.3 1.3 10 5 8 Mark Anthony Group (Mike’s Hard Lemonade) 1.2 0.9 6 6 9 Diageo (Guinness) 1.2 1.1 13 11 10 Florida Ice and Farm Co. (Genesee, Labatt) 1.1 1.1 1 1 Top 10 87.0 87.3 1,479 1,510 Industry total (*barrels in millions) 212.5* 214.7* $1,522 $1,547

Beverage brands: Beverage Marketing Corp. More info: beveragemarketing.com. Market share data for refreshment beverages based on U.S. sales volume in gallons. Brand includes brand extensions (Coke, for example, includes Coca-Cola, Coca-Cola Zero Sugar and Diet Coke).

Beer marketers: Beer Marketer’s Insights (U.S. market share, U.S. industry sales). More info: beerinsights.com. Ranked based on U.S. shipment volume (barrels). U.S. measured-media spending for marketers’ beer brands. Industry total: Beer barrel equals 31 gallons. Selected brands shown. Florida Ice and Farm Co.: Parent of Fifco USA. Molson Coors: Share and ad spending for MillerCoors, Molson Coors’ U.S. division.

32 Ad Age June 24, 2019

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Prescription drug brands Share of U.S. prescription drug measured-media spending.

Share of ad Measured spending media Rank Brand Marketer 2018 2017 2018 2017 1 Humira AbbVie 7.7% 7.0% $483 $430 2 Lyrica Pfizer 4.3 5.7 272 350 3 Xeljanz Pfizer 4.1 4.5 257 274 4 Chantix Pfizer 3.3 3.4 208 206 5 Trulicity Eli Lilly & Co. 3.3 3.2 207 195 6 Eliquis Bristol-Myers Squibb Co. 3.0 3.7 188 227 7 Cosentyx Novartis 2.9 2.8 183 171 8 Keytruda Merck & Co. 2.8 3.4 180 209 9 Ibrance Pfizer 2.5 2.0 160 123 10 Otezla Celgene Corp. 2.5 1.6 158 99 Top 10 36.4 37.2 2,293 2,283 Total prescription drug measured-media spending 100.0% 100.0% $6,308 $6,140

Wireless services U.S. market share for wireless service providers.

Market share Measured media Rank Marketer 2018 2017 2018 2017 1 Verizon Communications 32.9% 32.7% $694 $841 2 AT&T 30.1 30.3 512 679 3 Deutsche Telekom (T-Mobile US) 16.3 14.8 1,062 1,164 4 SoftBank Group Corp. (Sprint Corp.) 11.1 10.8 754 719 5 America Movil (TracFone Wireless) 7.0 8.0 250 262 6 Telephone and Data Systems (U.S. Cellular) 1.4 1.4 36 40 Top 6 98.8 97.9 3,309 3,707 Other 1.2 2.1 1,505 1,573

Total wireless services 100.0% 100.0% $4,814 $5,279 measured-media spending

Prescription drug brands: Ad Age Datacenter analysis of U.S. measured-media spending. Share of advertising and industry total category ad spending based on Kantar’s industry classifications for prescription drugs and pharmaceutical houses. Bristol-Myers Squibb in January 2019 signed a deal to buy Celgene Corp.

Wireless services: U.S. network operator market share based on data from Comscore MobiLens for subscribers age 13-plus who owned a mobile phone, three months ended December 2018 and December 2017. More info: comscore.com/MobiLensPlus. Ad spending for companies’ wireless services. Industry total spending includes ad spending by major phone suppliers (including Apple and Samsung Electronics). America Movil: TracFone Wireless including TracFone and other brands. AT&T: Including Cricket. Deutsche Telekom: T-Mobile US including T-Mobile and Metro by T-Mobile. T-Mobile US in April 2018 signed a deal to buy Sprint Corp. SoftBank Group Corp.: Sprint Corp. including Sprint, Boost Mobile and Virgin Mobile. Sprint and T-Mobile agreed to sell Boost to a mobile virtual network operator as a condition of the deal’s approval process.

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U.S. market leaders by category More in Ad Age Datacenter 2018 share breakouts for marketers and brands. Dollars in millions. 200 most-advertised brands AdAge.com/lna2019

Insurance brands Share of U.S. insurance industry measured-media spending.

Share of Measured ad spending media Rank Brand Marketer 2018 2017 2018 2017 1 Geico Berkshire Hathaway 21.8% 22.5% $1,546 $1,472 2 Progressive Progressive Corp. 14.8 11.1 1,048 729 State Farm Mutual 3 State Farm 8.9 9.5 629 622 Auto Insurance Co. 4 Allstate Allstate Corp. 5.6 4.3 397 282 5 Liberty Mutual Liberty Mutual Insurance Co. 4.2 4.7 297 307 United Services Automobile 6 USAA 2.7 2.8 190 186 Association 7 UnitedHealthcare UnitedHealth Group 2.7 3.2 188 207 Nationwide Mutual 8 Nationwide 2.3 2.9 161 193 Insurance Co. American Family Mutual 9 The General 1.9 2.1 137 137 Insurance Co. 10 Farmers Insurance Zurich Insurance Group 1.8 2.1 129 139 Top 10 66.7 65.2 4,722 4,274 Total insurance industry measured-media spending 100.0% 100.0% $7,082 $6,551

Credit cards U.S. market share based on card purchase volume.

Market share Measured media Rank Marketer 2018 2017 2018 2017 1 American Express Co. 20.5% 20.5% $221 $234 2 JPMorgan Chase & Co. (Chase) 20.1 19.8 73 63 3 Citigroup (Citibank) 11.2 11.3 81 138 4 Bank of America Corp. 9.8 9.9 1 16 5 Capital One Financial Corp. 9.2 8.7 449 304 6 U.S. Bancorp (U.S. Bank) 4.0 4.1 1 1 7 Discover Financial Services 3.8 3.8 262 210 8 Wells Fargo & Co. 3.7 3.8 1 - Top 8 82.2 81.9 1,089 965 Other 17.8 18.1 441 364 Industry total (*purchase volume, dollars in trillions) $3.7* $3.4* $1,530 $1,329

Insurance brands: Ad Age Datacenter analysis of U.S. measured-media spending. Measured spending includes all of company’s advertising for that brand. Share shown is spending on brand (including all of company’s advertising for that brand) as percentage of industry total spending (based on ad spending for Kantar’s industry classifications for life, medical and dental, homeowners and personal property, automobile and business insurance).

Credit cards: The Nilson Report. More info: nilsonreport.com. Market share of general purpose credit cards based on total purchase volume (spending at merchants for goods and services) in dollars for U.S. credit card issuers. U.S. measured-media spending for companies’ credit cards; ad spending shown does not include direct mail, a key form of marketing in this category. Industry total measured-media spending on credit cards for credit card issuers; excludes MasterCard Inc. and Visa Inc., whose customers are banks that issue cards.

34 Ad Age June 24, 2019

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