200 Leading National Advertisers 2018 Fact Pack

1.1 percent 2017 spending increase for 200 LNA, slowest growth since recession

50 percent Top 200 U.S. advertisers’ share of measured-media ad spending in 2017

200 LEADING NATIONAL ADVERTISERS 2018 FACT PACK

$3.4 billion Amazon’s ad/promotion spending. It ranked No. 4, up from No. 70 in 2010

Sponsor:

P001_AA_20180625_SUPP.indd 1 6/14/18 1:40 PM AA014074.indd 1 6/12/18 12:20 PM 200 Leading National Marketers and brands 6 Advertisers 2018 Fact Pack Quick stats on ad spending for the 200 biggest Fastest-growing biggest marketers and brands. More online: AdAge.com/lna2018 advertisers ad spenders

Most-advertised Subscribe Ad Age Datacenter subscribers get brands exclusive access to the complete LNA: Excel downloads of selected tables including 200 Leading National 18 Ad spending analysis Advertisers, 200 most-advertised brands, biggest ad spenders by medium Ad spending Share of spending and biggest ad spending categories. forecast by medium AdAge.com/datacenter

Spending growth Measured spending Marketers database over time by medium Datacenter subscribers also get access to company profiles, ad spending, Measured spending brands, executives and agency rosters for nation’s 100 biggest advertisers. by category AdAge.com/marketertrees2018

Webcast Biggest U.S. spenders 24 What you need to know about the 200 Leading National Advertisers. Broadcast network TV Cable TV networks For Ad Age Insider, Datacenter and Editor’s Circle subscribers. July 19, 2018, at 2 p.m. ET. Broadcast spot TV Radio AdAge.com/InsiderWebcast

Ad Age’s 63rd annual Leading National Advertisers report, Search marketing Internet display produced by Ad Age Datacenter. Order additional print copies at [email protected] Magazine Newspaper or call 877-320-1721 Digital edition: AdAge.com/trend-reports

Market leaders 26 Staff Datacenter directors: Auto marketers Light-vehicle sales Kevin Brown, Bradley Johnson Senior research editor: Catherine Wolf Senior art director: Jennifer Chiu Auto brands Ad spending Research assistants: Melanie Falina, Alicia Lasek, Gabrielle per vehicle sold Rosas, Michael Sandler, Jacob Wittich Email: [email protected] Retailers Restaurant chains General manager, revenue and client partnerships: Jackie Ramsey, 212-210-0475, [email protected] Personal care Household products

Beverage brands Beer marketers

© Copyright 2018 Crain Communications Inc. The data and Prescription drug brands Wireless services information presented is the property of Crain and others and is protected by copyright and other intellectual Insurance brands Credit cards property laws. For personal, non- commercial use only, which must be in accordance with Ad Age’s Terms 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_20180625_SUPP.indd 3 6/14/18 1:45 PM 200 Leading National Advertisers 2018 THE BIG LIST

10 key stats from 200 Leading National Advertisers 2018

1. 200 Leading National Advertisers 2. Billion dollar spenders 2017 total U.S. ad spending Marketers with 2017 total U.S. ad spending $155 BILLION greater than $1 billion +1.1 PERCENT 41

3. Media and 4. Internet ad spending marketing-services spending Zenith’s 2018 U.S. forecast Zenith’s 2018 U.S. forecast $78 BILLION $446 BILLION +13.1 PERCENT +3.0 PERCENT

5. TV ad spending 6. Automotive 200 LNA’s share of 2017 U.S. TV advertising Biggest ad category in 2017 U.S. measured-media spending 66 PERCENT $13 BILLION -11.3 PERCENT

7. Amazon 8. Comcast Corp. Biggest LNA ad spending increase Biggest U.S. advertiser $742 MILLION $5.7 BILLION No. 4 U.S. advertiser in 2017 ($3.4B), up from 2017 total U.S. ad spending No. 70 in 2010

9. Geico 10. Procter & Gamble Co. Most-advertised brand Biggest household product advertiser $1.4 BILLION 53 PERCENT 2017 U.S. measured-media spending 2017 U.S. share of household product ad spending

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

4 Ad Age June 25, 2018

P004_AA_20180625_SUPP.indd 4 6/14/18 1:46 PM AA014075.indd 1 6/12/18 12:25 PM 200 Leading National Advertisers 2018

200 Leading National Advertisers Ranked by total U.S. advertising spending in 2017. Dollars in millions.

Advertisers 1-25

U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2017 2017 1 Comcast Corp. Philadelphia $5,745 $1,316 2 Procter & Gamble Co. Cincinnati 4,387 2,660

3 AT&T Dallas 3,520 1,215 4 Amazon Seattle 3,379 564 5 General Motors Co. Detroit 3,244 1,480 6 Verizon Communications New York 2,643 958 7 Ford Motor Co. Dearborn, Mich. 2,454 1,173 8 Charter Communications Stamford, Conn. 2,420 281 9 Alphabet (Google) Mountain View, Calif. 2,413 477 10 Samsung Electronics Co. Suwon, South Korea 2,405 707 11 American Express Co. New York 2,378 204 12 Walmart Bentonville, Ark. 2,283 558 13 JPMorgan Chase & Co. New York 2,253 147 14 L’Oréal Clichy, France 2,195 1,164 15 Nestlé Vevey, Switzerland 2,128 573 16 Pfizer New York 2,047 1,552 17 Berkshire Hathaway Omaha, Neb. 2,012 1,764 18 Fiat Chrysler Automobiles London 1,975 869 19 Johnson & Johnson New Brunswick, N.J. 1,926 1,020 20 Expedia Group Bellevue, Wash. 1,816 363

No. 21 T-Mobile US, controlled by Deutsche Telekom, in April signed a deal to buy Sprint Corp., controlled by No. 38 SoftBank, in a move Deutsche to combine the third- and fourth-largest U.S. wireless firms. Telekom Bonn, Germany/ 1,800 1,101 (T-Mobile US) Bellevue, Wash. 22 Toyota Motor Corp. Toyota City, Japan 1,780 922 23 Walt Disney Co. Burbank, Calif. 1,775 520 24 Time Warner New York 1,645 725 25 Capital One Financial Corp. McLean, Va. 1,587 274

Source: Ad Age Datacenter. Total U.S. advertising spending is Ad Age estimate, including digital spending. U.S. measured-media spending, excluding digital media, from WPP’s Kantar Media. Numbers rounded. More info: kantarmedia.com. Full report: AdAge.com/lna2018. Marketer database: AdAge.com/marketertrees2018. About 200 LNA: p. 20 and AdAge.com/aboutlna2018.

1. Comcast Corp.: Submitted offer June 13, 2018, to buy No. 27 21st Century Fox, maneuvering to supplant a Fox takeover deal that No. 23 Walt Disney Co. signed in December 2017. 2. Procter & Gamble Co.: Pro forma excluding beauty products (sold to Coty in October 2016). 3. AT&T: Signed deal in October 2016 to buy No. 24 Time Warner. A federal judge approved deal June 12, 2018. 8. Charter Communications: Marketing costs. 15. Nestlé: Estimated “consumer facing” marketing expenses. Estimate based on a revision to Ad Age’s spending model.

6 Ad Age June 25, 2018

P006_P014_AA_20180625_SUPP.indd 6 6/14/18 1:53 PM More in Ad Age Datacenter Agency rosters for top 100 advertisers AdAge.com/marketertrees2018

Advertisers 26-50

U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2017 2017 26 Merck & Co. Kenilworth, N.J. $1,578 $362 27 21st Century Fox New York 1,575 632 28 Anheuser-Busch InBev Leuven, Belgium 1,542 595 29 McDonald’s Corp. Chicago 1,506 687 30 Bank of America Corp. Charlotte, N.C. 1,496 78 31 Target Corp. Minneapolis 1,476 461 32 Nike Beaverton, Ore. 1,455 35 33 Macy’s Cincinnati 1,397 415 34 PepsiCo Purchase, N.Y. 1,381 888 35 LVMH Moët Hennessy Louis Vuitton Paris 1,369 360 Rotterdam, Netherlands/ 36 Unilever 1,358 730 London 37 Honda Motor Co. Tokyo 1,331 512 38 SoftBank Group Corp. (Sprint Corp.) Tokyo/Overland Park, Kan. 1,300 687 39 Kohl's Corp. Menomonee Falls, Wis. 1,124 257 40 Nissan Motor Co. Yokohama, Japan 1,087 592 41 Yum Brands Louisville, Ky. 1,006 856 42 GlaxoSmithKline Brentford, U.K. 992 621 43 Mars Inc. McLean, Va. 978 593 44 Estée Lauder Cos. New York 964 43 45 Viacom New York 956 344 46 U.S. Government Washington 949 501 47 Home Depot Atlanta 911 303

No. 48 Progressive boosted U.S. ad spending 32 percent in 2017 after trimming spending in 2016. Progressive is the second most advertised insurance brand, behind Berkshire Hathaway’s Geico Progressive (see p. 34).

Corp. Mayfield Village, Ohio 911 622 49 Coca-Cola Co. Atlanta 899 580 50 Apple Cupertino, Calif. 896 729

Important to Important People 7

P006_P014_AA_20180625_SUPP.indd 7 6/14/18 1:53 PM 200 Leading National Advertisers 2018

200 Leading National Advertisers Ranked by total U.S. advertising spending in 2017. Dollars in millions.

Advertisers 51-75

U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2017 2017 51 Lowe’s Cos. Mooresville, N.C. $893 $330 52 Molson Coors Brewing Co. Denver/Montreal 885 429 53 State Farm Mutual Auto Insurance Co. Bloomington, Ill. 860 521 54 Sanofi Paris 836 496 55 Bayer Leverkusen, Germany 807 555 56 Sony Corp. Tokyo 790 489 57 Discover Financial Services Riverwoods, Ill. 776 130 58 IAC (IAC/InterActiveCorp) New York 773 131 59 Citigroup New York 763 182 60 Microsoft Corp. Redmond, Wash. 755 367 61 Volkswagen Wolfsburg, Germany 746 572 62 Diageo London 745 78 CEO Marvin Ellison quit to become CEO of home center No. 63 chain No. 51 Lowe’s, where he starts July 2. Before joining JCPenney in 2014, Ellison spent 12 years at Home Depot J.C. Penney Co. and 15 years at Target. Plano, Texas 741 278 64 AbbVie North Chicago, Ill. 729 429 65 Allstate Corp. Northbrook, Ill. 717 296 66 Eli Lilly & Co. Indianapolis 713 469 67 Best Buy Co. Richfield, Minn. 712 139 68 Daimler Stuttgart, Germany 709 264 69 Kroger Co. Cincinnati 707 137 70 Allergan Dublin 669 433 71 Kia Motors Corp. Seoul, South Korea 660 376 72 Walgreens Boots Alliance Deerfield, Ill. 622 210 73 Wells Fargo & Co. San Francisco 614 163 74 Coty New York 611 223 75 Constellation Brands Victor, N.Y. 595 288

55. Bayer: Estimated pro forma ad spending including Monsanto Co. (acquired June 2018) and excluding Covestro (deconsolidated in 2017). 61. Volkswagen: Spending estimate based on a revision to Ad Age’s spending model. 66. Eli Lilly & Co.: Spending estimate based on a revision to Ad Age’s spending model. 68. Daimler: Spending estimate based on a revision to Ad Age’s spending model. 74. Coty: Pro forma including Procter & Gamble Co. beauty products (acquired October 2016).

8 Ad Age June 25, 2018

P006_P014_AA_20180625_SUPP.indd 8 6/14/18 1:53 PM More in Ad Age Datacenter Expanded spending data for 200 LNA AdAge.com/lna2018

Advertisers 76-100

U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2017 2017 76 Hyundai Motor Co. Seoul, South Korea $588 $290 77 RB (Reckitt Benckiser Group) Slough, U.K. 584 322

Albertsons (2,318 supermarkets) in February agreed to No. 78 merge with Rite Aid Corp. (2,550 drugstores). The deal came after Rite Aid sold 1,932 drugstores to rival No. 72 Albertsons Cos. Walgreens Boots Alliance. Boise, Idaho 579 88 79 eBay San Jose, Calif. 556 102 80 Amgen Thousand Oaks, Calif. 555 221 81 Netflix Los Gatos, Calif. 553 116 82 Dish Network Corp. Englewood, Colo. 551 211 83 Clorox Co. Oakland, Calif. 550 247 84 IBM Corp. Armonk, N.Y. 543 154 85 U.S. Bancorp Minneapolis 542 45 86 Restaurant Brands International Oakville, Ontario 537 482 87 Lions Gate Entertainment Corp. Santa Monica, Calif. 537 318 88 Gap Inc. San Francisco 533 182 89 AstraZeneca Cambridge, U.K. 522 276 90 Dell Technologies Round Rock, Texas 509 185 91 Gilead Sciences Foster City, Calif. 509 168 92 Booking Holdings Norwalk, Conn. 505 107 93 Bristol-Myers Squibb Co. New York 503 371 94 General Mills Minneapolis 502 645 95 Dr Pepper Snapple Group Plano, Texas 489 218 96 Doctor's Associates (Subway) Milford, Conn. 486 347 97 Rock Holdings (Quicken Loans) Detroit 484 299 98 Wayfair Boston 484 54 99 Heineken Amsterdam 476 171 100 Kellogg Co. Battle Creek, Mich. 464 381

92. Booking Holdings: Changed name from Priceline Group in February 2018. 95. Dr Pepper Snapple Group: Signed deal in January 2018 to merge with Keurig Green Mountain, forming Keurig Dr Pepper.

Important to Important People 9

P006_P014_AA_20180625_SUPP.indd 9 6/14/18 1:53 PM 200 Leading National Advertisers 2018

200 Leading National Advertisers More in Ad Age Datacenter Ranked by total U.S. advertising spending in 2017. Dollars in millions. Profiles of top 100 advertisers AdAge.com/marketertrees2018

Advertisers 101-125

U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2017 2017 101 Intuit Mountain View, Calif. $456 $122 102 Hershey Co. Hershey, Pa. 451 549 103 Liberty Mutual Holding Co. Boston 451 270 104 Dunkin’ Brands Group Canton, Mass. 451 149 105 Kraft Heinz Co. Pittsburgh/Chicago 440 582 Herzogenaurach, 106 Adidas Group 438 35 Germany 107 Visa San Francisco 437 85 108 Subaru Corp. Tokyo 431 282 109 Pernod Ricard Paris 421 23 110 Colgate-Palmolive Co. New York 418 132 No. 111 The floundering retailer slashed 2017 spending 39 percent, the sharpest drop among the 200 LNA. Sears was the second-largest U.S. advertiser as recently Sears Holdings as 1983, when it was the nation’s biggest retailer. Corp. Hoffman Estates, Ill. 415 96 112 LendingTree Charlotte, N.C. 411 18 113 Under Armour Baltimore 409 18 114 BMW Group Munich 400 122 115 LG Electronics Seoul, South Korea 396 87 116 Roark Capital Group Atlanta 394 350 117 VF Corp. Greensboro, N.C. 385 94 118 Cox Enterprises Atlanta 385 177 119 Church & Dwight Co. Ewing, N.J. 382 268 120 Wendy’s Co. Dublin, Ohio 372 258 121 Marriott International Bethesda, Md. 372 148 122 Mattel El Segundo, Calif. 371 103 123 L Brands Columbus, Ohio 368 49 124 UnitedHealth Group Minnetonka, Minn. 366 203 125 Chanel Neuilly-sur-Seine, France 364 140

114. BMW Group: Spending estimate based on a revision to Ad Age’s spending model.

10 Ad Age June 25, 2018

P006_P014_AA_20180625_SUPP.indd 10 6/14/18 1:54 PM AA014076.indd 1 6/12/18 12:21 PM 200 Leading National Advertisers 2018

200 Leading National Advertisers Ranked by total U.S. advertising spending in 2017. Dollars in millions.

Advertisers 126-150 U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2017 2017 126 CBS Corp. New York $363 $109 127 Liberty TripAdvisor Holdings Englewood, Colo. 357 28 Kering, a marketer of luxury goods (Gucci, Saint Laurent, No. 128 Bottega Veneta), in May spun off sportswear brand Puma as a standalone company. Kering bought a controlling Kering stake in Puma in 2007. Paris 356 126 129 Domino’s Pizza Ann Arbor, Mich. 354 363 130 Takeda Pharmaceutical Co. Tokyo 351 158 131 Signet Jewelers Hamilton, Bermuda 340 237 132 AARP Washington 340 126

133 Steinhoff International Holdings Stellenbosch, South 336 228 (Mattress Firm) Africa 134 Kimberly-Clark Corp. Irving, Texas 333 212 135 Dick’s Sporting Goods Coraopolis, Pa. 330 46 136 Luxottica Group Milan 328 47 137 Staples Framingham, Mass. 321 65 138 Activision Blizzard Santa Monica, Calif. 319 81 139 TJX Cos. Framingham, Mass. 315 204 140 MasterCard Purchase, N.Y. 314 87 141 Campbell Soup Co. Camden, N.J. 313 198 Apollo Education Group 142 Phoenix 312 75 (University of Phoenix) 143 Liberty Media Corp. (Sirius XM) Englewood, Colo. 311 19 Ingelheim am Rhein, 144 Boehringer Ingelheim 310 220 Germany 145 Sherwin-Williams Co. Cleveland 307 60 146 CVS Health Corp. Woonsocket, R.I. 306 43 147 FedEx Corp. Memphis, Tenn. 306 73 148 Carnival Corp. Miami 305 42 149 Mondelez International Deerfield, Ill. 302 160 150 Novartis Basel, Switzerland 296 374

12 Ad Age June 25, 2018

P006_P014_AA_20180625_SUPP.indd 12 6/14/18 1:54 PM More in Ad Age Datacenter Database of top 100 U.S. advertisers AdAge.com/marketertrees2018

Advertisers 151-175 U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2017 2017 151 Mazda Motor Corp. Hiroshima, Japan $296 $200 152 Conagra Brands Chicago 291 76 153 Novo Nordisk Bagsvaerd, Denmark 288 166 154 FMR Corp. (Fidelity Investments) Boston 284 106 155 Nationwide Mutual Insurance Co. Columbus, Ohio 283 182 156 Danone Paris 282 108

Intel in 2017 revamped the “Intel Inside” marketing program, resulting in an accounting change for co-op No. 157 ads and a corresponding $500 million reduction in global Intel Corp. marketing costs compared to 2016. Santa Clara, Calif. 280 80

158 Hilton Worldwide Holdings McLean, Va. 277 59 159 Revlon New York 269 77 160 Dine Brands Global Glendale, Calif. 268 195 160 Charles Schwab Corp. San Francisco 268 71 162 News Corp. New York 267 92 163 Office Depot Boca Raton, Fla. 264 33 164 Delta Air Lines Atlanta 264 34 165 Salesforce San Francisco 259 15 166 AutoNation Fort Lauderdale, Fla. 258 5 167 TD Ameritrade Holding Corp. Omaha, Neb. 254 106 168 Publix Super Markets Lakeland, Fla. 252 54 169 PNC Financial Services Group Pittsburgh 244 25 170 H&R Block Kansas City, Mo. 243 132 171 Sonic Corp. Oklahoma City 242 203 172 PVH Corp. New York 241 49 173 Papa John’s International Louisville, Ky. 241 126 174 Darden Restaurants Orlando, Fla. 240 159 175 Rooms To Go Seffner, Fla. 239 177

156. Danone: Pro forma including WhiteWave Foods Co. (acquired April 2017). 160. Dine Brands Global: Changed name from DineEquity in February 2018.

Important to Important People 13

P006_P014_AA_20180625_SUPP.indd 13 6/14/18 4:52 PM 200 Leading National Advertisers 2018

200 Leading National Advertisers Ranked by total U.S. advertising spending in 2017. Dollars in millions.

Advertisers 176-200 U.S. Total measured- U.S. ad media ad spending spending Rank Marketer Headquarters 2017 2017 176 Compagnie Financiere Richemont Geneva $239 $26 177 Zurich Insurance Group Zurich 239 136 178 PayPal Holdings San Jose, Calif. 237 90 179 Symantec Corp. Mountain View, Calif. 236 65 180 Nintendo Co. Kyoto, Japan 234 70 181 Hasbro Pawtucket, R.I. 233 104 182 Henkel Duesseldorf, Germany 231 114 183 Telephone & Data Systems (U.S. Cellular) Chicago 228 39

No. 184 Valeant, focused on a turnaround as it pares operations, will change its name in July to Bausch Health Cos., Valeant playing off the identity of its biggest business. Valeant Pharmaceuticals bought Bausch & Lomb in 2013. International Laval, Quebec 227 29 185 PetSmart Phoenix 226 85 186 Altice USA Long Island City, N.Y. 224 57 187 Southwest Airlines Co. Dallas 224 189 188 Norwegian Cruise Lines Miami 223 81 189 América Móvil Mexico City 222 242 190 CenturyLink Monroe, La. 218 74 191 WeatherTech Bolingbrook, Ill. 215 165 192 Royal Caribbean Cruises Miami 213 51 193 Tyson Foods Springdale, Ark. 210 118 194 Starbucks Corp. Seattle 209 73 195 Realogy Holdings Corp. Madison, N.J. 207 81 196 Toronto-Dominion Bank (TD Bank Group) Toronto 205 15 197 HP Palo Alto, Calif. 202 27 198 Tempur Sealy International Lexington, Ky. 201 50 199 Nutrisystem Fort Washington, Pa. 197 312 200 United Continental Holdings Chicago 196 27 Total (dollars in billions) $155 $62

179. Symantec Corp.: Pro forma including LifeLock (acquired February 2017). 186. Altice USA: Altice Europe, formerly Altice, spun off Altice USA in June 2018.

14 Ad Age June 25, 2018

P006_P014_AA_20180625_SUPP.indd 14 6/14/18 1:54 PM Fastest-growing ad spenders Highest U.S. ad spending growth rates in 2017 among 200 Leading National Advertisers. Ad spending last year surged 69 percent at LendingTree, which poured two-thirds—66.5 percent—of revenue into advertising. In its 10-K regulatory filing, the loan-referral site said it boosted ad spending “to generate additional consumer inquiries to meet the increased demand of lenders on our marketplace. We will continue to adjust selling and marketing expenditures dynamically in relation to anticipated revenue opportunities.”

Estimated 2017 Estimated U.S. ad spending growth, total U.S. ad spending 2017 vs. 2016

LendingTree Personal nance 69% $411 million

Nintendo Co. Video games 46% $234 million

Netix Entertainment and media 45% $553 million

Liberty Media Corp. (Sirius XM) Entertainment and media 35% $311 million

Progressive Corp. Insurance 32% $911 million

Alphabet (Google) Entertainment and media 32% $2.4 billion

Nutrisystem Food 31% $197 million

Dell Technologies Technology 29% $509 million

Wayfair Retail 29% $484 million

Amazon Retail 28% $3.4 billion

Important to Important People 15

P015_P016_AA_20180625_SUPP.indd 15 6/14/18 2:00 PM 200 Leading National Advertisers 2018

10 most-advertised brands More in Ad Age Datacenter Ranked by 2017 U.S. measured-media spending 200 most-advertised brands AdAge.com/lna2018

2017 measured media 2017 social-media engagement Percent of Cross-platform engagement Rank, brand, Spending, social driven by marketer percent change engagements paid posts

1. Geico Berkshire $1.4B 358,748 69.5% Hathaway +5.9%

2. Verizon $943M 775,081 61.5 Verizon -11.4% Communications

3. Ford $894M 3,249,157 60.7 Ford Motor Co. +2.9%

4. Chevrolet $817M 5,282,640 60.4 General Motors Co. -5.7%

5. T Mobile $777M 1,363,720 50.4 Deutsche Telekom +7.7% (T-Mobile US)

6. Apple $713M 7,479,097 NA Apple -4.0%

7. Samsung $699M Samsung -2.4% 2,776,660 57.0 Electronics Co.

8. McDonald’s $687M 3,185,489 71.2 McDonald's Corp. -9.2%

9. AT&T $632M 788,136 75.9 AT&T -28.4%

10. Progressive $622M 27,045 65.0 Progressive Corp. +20.4%

Source: Ad Age Datacenter analysis of measured-media spending data from WPP’s Kantar Media. More info: kantarmedia.com. Social media engagement data from Shareablee. More info: shareablee.com. About LNA 200: p. 20 and AdAge.com/aboutlna2018.

Measured media: Company’s spending for all goods and services that fall under a given brand. Numbers rounded.

Social-media engagement: Cross-platform social engagements are number of post-level engagements (reactions, shares, likes, comments, retweets, favorites) on paid and organic content published by advertiser in 2017 on Facebook, Twitter or Instagram. Percent of engagement driven by paid posts on social media in 2017.

16 Ad Age June 25, 2018

P015_P016_AA_20180625_SUPP.indd 16 6/14/18 4:59 PM AA014077.indd 1 6/12/18 12:21 PM 200 Leading National Advertisers 2018

U.S. ad spending forecast From Zenith. 2018 forecast for total U.S. spending on major media and marketing services: $446 billion.

Major media Spending forecast for 2018.

Outdoor $9.6B Cinema $1.0B

Magazine 0.5% $14.3B 4.7% 7.0% Newspaper $15.1B 7.4% Internet 38.4% $78.3B Radio $17.6B 8.6% Major media $204.0B

33.4%

TV $68.2B

Major media and marketing services

Spending (dollars in billions) Year-to-year percent change 2019 vs. 2018 vs. 2017 vs. 2019 2018 2017 2018 2017 2016 Major media Internet $87.3 $78.3 $69.2 11.5% 13.1% 14.6% TV 67.2 68.2 68.5 -1.4 -0.4 0.5 Radio 17.6 17.6 17.6 0.0 0.0 0.0 Newspaper 13.9 15.1 16.6 -8.0 -9.0 -9.0 Magazine 13.1 14.3 15.4 -8.1 -6.9 -7.4 Outdoor 9.8 9.6 9.3 2.7 3.0 4.0 Cinema 1.0 1.0 0.9 5.0 5.0 5.0 Total: Major media 210.0 204.0 197.5 2.9 3.3 3.5 Marketing services Sales promotion 85.2 82.7 79.9 3.0 3.5 3.5 Telemarketing 60.8 59.6 57.9 2.0 3.0 3.0 Direct mail 44.6 45.8 46.9 -2.5 -2.5 -4.7 Event sponsorship 42.7 39.9 37.4 7.0 6.8 6.8 Directories 7.9 8.0 8.0 -1.0 -0.4 -0.4 Public relations 6.0 5.7 5.3 6.0 7.0 7.0 Total: Marketing services 247.2 241.7 235.4 2.3 2.6 2.1 Total: Major media and $457.2 $445.7 $432.9 2.6% 3.0% 2.7% marketing services

Source: Zenith (Advertising Expenditure Forecasts, June 2018). 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 25, 2018

P018_P019_AA_20180625_SUPP.indd 18 6/14/18 2:02 PM Share of U.S. ad spending by medium, 2000-2020 From Zenith. The media agency says the internet in 2017 passed TV to become the biggest U.S. ad medium.

50% Recession

44.7%

TV 33.4%

30 Newspaper 30.6% 31.1%

Magazine 15.3%

Radio 13.3% 10 8.1%

6.0% Internet 3.8% 5.6% 5.1% MASTER Out of home 3.1%

0 ’09’08’07’06’05’04’03’02’01’00 ’10 ’16’15’14’13’12’11 ’17 ’20’19’18

Important to Important People 19

P018_P019_AA_20180625_SUPP.indd 19 6/14/18 2:03 PM 200 Leading National Advertisers 2018

Ad spending over time Percent change in U.S. ad spending for 100 Leading National Advertisers. Total U.S. ad spending in 2017 for the top 100 U.S. spenders increased 1.7 percent, the slowest growth since the ad recovery began in 2010. Spending for advertisers ranked 101 through 200 decreased 1.2 percent. Spending for the 200 Leading National Advertisers rose 1.1 percent.

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

-3

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

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

ABOUT 200 LEADING NATIONAL ADVERTISERS 2018

Ad Age Datacenter produced the broad definition of advertising and cards. Not all advertisers pay the 63rd annual Leading National promotion since the report debuted same rate. Advertisers report. in 1956. Ad Age published the report From the report’s launch through Report methodology and additional online June 25, 2018, available to the June 2016 report, Ad Age de- information on measured media: Ad Age Datacenter subscribers at fined total U.S. ad spending as the AdAge.com/aboutlna2018 AdAge.com/lna2018. A portion of the sum of measured-media spending report appears in this Fact Pack. and unmeasured spending. Ad Age Datacenter subscribers have The 200 Leading National Essentially, unmeasured spend- exclusive access to the complete Advertisers 2018 report ranks ing was the difference between a report at AdAge.com/lna2018. marketers by total U.S. advertising company’s measured media (from spending as estimated by Ad Age WPP’s Kantar Media) and its total Exclusive online content includes: Datacenter. advertising and promotion costs • Marketer Trees 2018, a data- Total U.S. ad spending estimates (either reported by the company or base with ad spending, brands, come from a top-down analysis of a estimated by Ad Age Datacenter). profiles, executives and agency company’s spending on advertising Starting with the June 2017 rosters for the nation’s 100 biggest based on disclosures in financial report, Ad Age eliminated the calcu- advertisers filings, company reports and indus- lation of unmeasured spending. • Excel downloads of expanded try benchmarking. Ad Age weights Total U.S. ad spending now tables including 200 Leading a company’s reported worldwide is based on Ad Age’s top-down National Advertisers, 200 ad costs to reflect a U.S.-only per- analysis of a company’s estimated most-advertised brands, biggest centage. Ad Age estimates spending spending. Total U.S. ad spend- ad spenders by medium and big- for companies that don’t publicly ing in some cases is lower than gest ad spending categories disclose ad spending. U.S. measured-media spending, Total U.S. ad spending encom- which comes from Kantar Media’s Subscribe: passes advertising, marketing bottom-up tally of spending in AdAge.com/datacenter services (including promotion and measured media based on rate 877-320-1721 direct marketing) and digital mar- card, average pricing data supplied [email protected] keting (including social media). by media sellers and other factors. Ad Age has based its Leading Major advertisers in many cases © Copyright 2018 Crain National Advertisers rankings on a get significant discounts off rate Communications Inc.; see p. 3.

20 Ad Age June 25, 2018

P020_P022_AA_20180625_SUPP.indd 20 6/14/18 2:06 PM Data That Leads

Ad Age Datacenter Ad Age Datacenter is is the definitive resource presented by Neustar, for who’s growing, a provider of industry-leading who’s slowing and where marketing solutions the industry is going. that connect people, Subscribe today for access places and things to business intelligence you with trusted identity. won’t find anywhere else.

Planning season is in full swing. Subscribe today and save $200 for a limited time. AdAge.com/datathatleads

AdAge_Datac_DTL_20180625FP.indd 1 6/12/18 5:36 PM 200 Leading National Advertisers 2018

Measured-media spending

U.S. measured-media spending by medium in 2017 From Kantar Media 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 $74.4 $48.8 66% Magazine 16.6 7.3 44 Newspaper 11.8 2.1 18 Radio 7.6 2.7 36 Outdoor 5.0 1.4 28 Subtotal 115.4 62.3 54 Digital (search, display) 26.4 8.4 32 Subtotal 141.8 70.7 50 Mobile web 1.9 NA NA Cinema 0.6 NA NA Total $144.3 NA NA

Source: Ad Age Datacenter. Numbers rounded. Measured-media spending from WPP’s Kantar Media. More info: kantarmedia.com. Expanded spending data for 200 Leading National Advertisers: AdAge.com/lna2018. About 200 LNA: p. 20 and AdAge.com/aboutlna2018.

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; free-standing inserts; includes Spanish-language newspapers. Radio: Network, national spot and local. Digital: Paid search, internet display; excludes video. Digital spending not comparable with figures published in June 2017 Leading National Advertisers report because of methodological changes in measuring digital media.

U.S. measured-media spending for largest categories in 2017 From Kantar Media for all advertisers (including 200 LNA). Dollars in billions. Excluding digital media. Percent change, 2017 vs. 2016. Spending fell in all of the top 10 categories except insurance.

Percent change

Automotive $12.6 -11.3%

Retail $11.2 -6.8%

Medicine and remedies $9.4 -3.4%

General services $8.6 -2.9%

Telecommunications, $7.9 -5.4% internet services and ISP Food, beverages and candy $7.3 -5.7%

Restaurants $6.1 -2.1%

Personal care $5.9 -3.0%

Insurance $5.3 0.8%

Financial services $4.9 -9.2%

Source: Ad Age Datacenter analysis of data from WPP’s Kantar Media. Measured media excluding digital media. More info: kantarmedia.com. Expanded table including 2016 spending: AdAge.com/lna2018. About LNA 2018: p. 20 and AdAge.com/aboutlna2018.

22 Ad Age June 25, 2018

P020_P022_AA_20180625_SUPP.indd 22 6/14/18 2:21 PM AA014078.indd 1 6/12/18 12:22 PM 200 Leading National Advertisers 2018

Biggest U.S. spenders by medium 10 largest advertisers by 2017 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 2017 Rank Marketer 2017

1 Procter & Gamble Co. $1,029 1 Procter & Gamble Co. $724 2 Ford Motor Co. 692 2 Berkshire Hathaway 513 3 Pfizer 686 3 PepsiCo 437 4 AT&T 634 4 Yum Brands 416 5 General Motors Co. 610 5 AT&T 358 6 Berkshire Hathaway 607 6 General Motors Co. 295

7 Deutsche Telekom 545 7 General Mills 293 (T-Mobile US) 8 Comcast Corp. 278 8 Verizon Communications 538 9 Hershey Co. 270 9 Apple 521 10 Unilever 267 10 Samsung Electronics Co. 444 Total (dollars in billions) $25.5 Total (dollars in billions) $28.9

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

Rank Marketer 2017 Rank Marketer 2017

1 Comcast Corp. $360 1 Deutsche Telekom $188 (T-Mobile US) 2 General Motors Co. 321 2 Comcast Corp. 185 3 Nissan Motor Co. 283 3 Home Depot 112 4 Fiat Chrysler Automobiles 278 4 AT&T 104 5 Charter Communications 226 5 Berkshire Hathaway 97 6 Ford Motor Co. 214 6 SoftBank Group Corp. 94 7 Toyota Motor Corp. 157 (Sprint Corp.) Steinhoff International 8 Volkswagen 147 7 89 Holdings (Mattress Firm) 9 123 McDonald’s Corp. 8 Fiat Chrysler Automobiles 81 10 120 Rooms To Go 9 Macy’s 56 $14.9 Total (dollars in billions) 10 McDonald's Corp. 56 Total (dollars in billions) $7.6

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

See expanded tables including 2016 spending and 10 largest spenders in outdoor and syndicated TV: AdAge.com/lna2018. About 200 LNA: p. 20 and AdAge.com/aboutlna2018.

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 including acquisitions and divestitures.

Broadcast network TV includes Spanish-language TV networks. Radio includes network, national spot and local radio; excludes satellite radio.

24 Ad Age June 25, 2018

P024_P025_AA_20180625_SUPP.indd 24 6/14/18 2:08 PM More in Ad Age Datacenter Expanded tables for biggest U.S. ad spenders by medium AdAge.com/lna2018

Search marketing Internet display Measured search marketing ad spending Measured internet display ad spending

Rank Marketer 2017 Rank Marketer 2017

1 Expedia Group $398 1 Expedia Group $251 2 Amazon 292 2 Newchic 122 3 Booking Holdings 260 3 Cox Enterprises 113 4 AT&T 181 4 Walmart 110 5 Liberty TripAdvisor Holdings 122 5 Harry’s 96 6 Comcast Corp. 117 6 Qurate Retail Group 92 7 Experian 109 7 AT&T 91 8 LendingTree 108 8 Dyson 79 9 Capital One Financial Corp. 107 9 Comcast Corp. 77

10 Apollo Education Group 102 10 Capital One Financial Corp. 77 (University of Phoenix) Total (dollars in billions) $8.1 Total (dollars in billions) $18.3

Magazine Newspaper Measured magazine ad spending Measured newspaper ad spending

Rank Marketer 2017 Rank Marketer 2017

1 L’Oréal $704 1 News Corp. $83 2 Procter & Gamble Co. 562 2 Andersen Corp. 83 3 Pfizer 382 3 Macy’s 76 4 Kraft Heinz Co. 354 4 Rooms To Go 55

5 Johnson & Johnson 243 5 LVMH Moët Hennessy 55 Louis Vuitton 6 LVMH Moët Hennessy 225 Louis Vuitton 6 Realogy Holdings Corp. 51 7 Berkshire Hathaway 202 7 Comcast Corp. 50 8 Bradford Group 196 8 Target Corp. 49 9 Mars Inc. 177 9 Berkshire Hathaway 48 10 Allergan 175 10 Kohl’s Corp. 43 Total (dollars in billions) $16.6 Total (dollars in billions) $9.3

Search marketing is spending on paid search. Includes only U.S. Google desktop text ads. Booking Holdings: Changed name from Priceline Group in February 2018.

Internet display excludes paid video. Qurate Retail Group: Changed name from Liberty Interactive Corp. in April 2018.

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, Spanish-language newspapers and free-standing inserts.

Important to Important People 25

P024_P025_AA_20180625_SUPP.indd 25 6/14/18 2:08 PM 200 Leading National Advertisers 2018

U.S. market leaders by category 2017 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 2017 2016 2017 2016 1 General Motors Co. 17.4% 17.3% $3,244 $3,631 2 Ford Motor Co. 14.9 14.8 2,454 2,647 3 Toyota Motor Corp. 14.1 14.0 1,780 1,998 4 Fiat Chrysler Automobiles 12.0 12.9 1,975 2,166 5 Honda Motor Co. 9.5 9.3 1,331 1,393 6 Nissan Motor Co. 9.2 8.9 1,087 1,191 7 Hyundai Motor Co. 4.0 4.4 588 544 8 Subaru Corp. 3.8 3.5 431 462 9 Volkswagen 3.6 3.4 746 716 10 Kia Motors Corp. 3.4 3.7 660 671 Top 10 92.0 92.2 $14,296 $15,419 Industry total (*vehicles sold in millions) 17.246* 17.553* NA NA

U.S. light-vehicle sales Automakers sold 17.2 million new autos and light trucks in 2017, a 1.8 percent drop from 2016’s record 17.6 million vehicles.

20 million Recession years

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

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.

26 Ad Age June 25, 2018

P026_P027_AA_20180625_SUPP.indd 26 6/14/18 2:12 PM More in Ad Age Datacenter 200 most-advertised brands AdAge.com/lna2018

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

Market share Measured media Rank Brand Marketer 2017 2016 2017 2016 1 Ford Ford Motor Co. 14.3% 14.2% $894 $868 2 Toyota Toyota Motor Corp. 12.3 12.0 580 650 3 Chevrolet General Motors Co. 12.0 11.9 817 866 4 Honda Honda Motor Co. 8.6 8.4 387 450 5 Nissan Nissan Motor Co. 8.4 8.1 469 633 6 Jeep Fiat Chrysler Automobiles 4.8 5.3 290 321 7 Hyundai Hyundai Motor Co. 3.9 4.4 257 294 8 Subaru Subaru Corp. 3.8 3.5 282 302 9 Kia Kia Motors Corp. 3.4 3.7 376 331 10 GMC General Motors Co. 3.3 3.1 260 276 Top 10 74.7 74.6 4,612 4,990 Industry total (*vehicles sold in millions) 17.246* 17.553* $7,784 $8,686

Ad spending per vehicle sold Top and bottom five spenders based on 2017 U.S. measured-media spending (excluding digital media) divided by vehicles sold. Alfa Romeo spending came to $8,577 per vehicle sold as Fiat Chrysler Automobiles relaunched the brand in the U.S. Tesla had no traditional measured-media spending. Tesla said in its 10-K regulatory filing for year ended December 2017: “Media coverage and word of mouth have been the primary drivers of our sales leads and have helped us achieve sales without traditional advertising and at relatively low marketing costs.” $8,577 $2,511 $1,590 $1,221 $1,207 $267 $267 $260 $161 $40 $0 Fiat Ford Tesla Tesla Dodge Honda Honda Jaguar Lincoln Genesis Porsche Hyundai Motor Co. Motor Motor Co. Motor Motor Co. Motor Alfa Romeo Alfa Volkswagen Tata Motors Tata Volkswagen Volkswagen Automobiles Automobiles Automobiles Fiat Chrysler Fiat Fiat Chrysler Fiat Fiat Chrysler Fiat

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 Media 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 2017. Ad spending is automaker’s U.S. measured-media spending for that brand.

Important to Important People 27

P026_P027_AA_20180625_SUPP.indd 27 6/14/18 2:12 PM 200 Leading National Advertisers 2018

U.S. market leaders by category More in Ad Age Datacenter 2017 share breakouts for marketers and brands. Dollars in millions. Profiles of top 100 advertisers AdAge.com/marketertrees2018

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

Share of U.S. Total U.S. retail sales ad spending Rank Marketer 2017 2016 2017 2016 1 Amazon 2.8% 2.2% $3,379 $2,637 2 Walmart 11.1 11.1 2,283 2,175 3 Macy’s 0.7 0.8 1,397 1,547 4 Target Corp. 2.1 2.1 1,476 1,503 5 Kohl's Corp. 0.6 0.6 1,124 1,164 6 Home Depot 2.7 2.6 911 874 7 Lowe’s Cos. 1.9 1.9 892 842 8 J.C. Penney Co. 0.4 0.4 741 795 9 Kroger Co. 3.6 3.5 707 717 10 Albertsons Cos. 1.8 1.8 579 574 Top 10 27.6 27.0 $13,489 $12,828 Industry total $3.405* $3.279* 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 2017 2016 2017 2016 1 McDonald’s McDonald’s Corp. 7.0% 7.0% $687 $757 2 Starbucks Starbucks Corp. 3.3 3.2 72 60 3 Subway Doctor’s Associates 2.0 2.2 347 429 4 Taco Bell Yum Brands 1.8 1.8 422 375 Restaurant Brands 5 Burger King 1.8 1.8 341 375 International 6 Wendy’s Wendy’s Co. 1.7 1.7 258 239 7 Chick-fil-A Chick-fil-A 1.7 1.5 72 62 8 Dunkin’ Donuts Dunkin’ Brands Group 1.6 1.6 143 147 9 Domino’s Domino’s Pizza 1.1 1.0 363 302 10 Pizza Hut Yum Brands 1.0 1.1 204 207 Top 10 23.1 23.0 2,909 2,953 Industry total $536.8* $518.8* $6,084 $6,215 (*U.S. sales, dollars in billions)

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 2018 Top 500 Chain Restaurant Report (sales used to calculate market share). More info: technomic.com. Systemwide sales is franchised plus company-owned restaurants. Burger King and Starbucks based on estimated sales.

28 Ad Age June 25, 2018

P028_AA_20180625_SUPP.indd 28 6/14/18 2:13 PM AA014079.indd 1 6/12/18 12:22 PM 200 Leading National Advertisers 2018

U.S. market leaders by category 2017 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 2017 2016 2017 2016 1 L’Oréal Paris L’Oréal 8.4% 7.5% $491 $454 2 Maybelline New York L’Oréal 4.8 4.6 283 277 3 Olay Procter & Gamble Co. 4.5 3.5 266 213 4 Neutrogena Johnson & Johnson 3.7 3.4 219 207 5 Garnier L’Oréal 3.2 3.4 188 203 6 Dove Unilever 2.9 2.6 168 157 7 Always Procter & Gamble Co. 2.8 1.6 165 99 8 Crest Procter & Gamble Co. 2.6 2.9 155 175 9 Pantene Procter & Gamble Co. 2.4 2.1 139 128 10 Gillette Procter & Gamble Co. 2.2 2.1 131 128 Top 10 37.7 33.8 2,205 2,041 Total personal care measured-media spending 100.0% 100.0% $5,854 $6,034

10 biggest personal care advertisers Based on 2017 U.S. measured-media spending. Total personal care measured spending: $5.9 billion. Procter & Gamble accounted for more than one-fifth of that spending.

Procter & Gamble Co. Other $1.3B $1.4B 24.1% 22.4%

Colgate-Palmolive Co. $125M Total 2.1% $5.9B Edgewell Personal 2.5% Care Co. $147M 2.6% Genomma Lab $152M 2.6% 19.9% 3.2% L’Oréal Kimberly-Clark Corp. $1.2B $153M 3.8% GlaxoSmithKline 8.4% 8.4% $190M

MASTER Coty $222M Unilever Johnson & Johnson $490M $491M

Source: Total U.S. ad spending from Ad Age Datacenter. U.S. measured-media spending, excluding digital media, from WPP’s Kantar Media. More info: kantarmedia.com. Numbers rounded. About 200 LNA: p. 20 and AdAge.com/aboutlna2018. © Copyright 2018 Crain Communications Inc.; see p. 3. Personal care: Ad Age Datacenter analysis of U.S. measured-media spending, excluding digital media. Share of advertising and industry total category ad spending based on Kantar Media’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).

30 Ad Age June 25, 2018

P030_P031_AA_20180625_SUPP.indd 30 6/14/18 2:16 PM More in Ad Age Datacenter Agency rosters for top 100 advertisers AdAge.com/marketertrees2018

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

Share of ad Measured spending media Rank Brand Marketer 2017 2016 2017 2016

1 Tide Procter & Gamble Co. 11.6% 10.6% $233 $194 2 Downy Procter & Gamble Co. 7.7 6.1 154 111 3 Febreze Procter & Gamble Co. 6.3 5.6 126 103 4 Clorox Clorox Co. 5.5 3.9 109 71 5 OxiClean Church & Dwight Co. 5.2 3.9 104 71 6 Charmin Procter & Gamble Co. 4.8 3.6 96 65 7 Bounty Procter & Gamble Co. 4.7 5.6 94 102 8 Gain Procter & Gamble Co. 3.3 2.8 65 50 9 Swiffer Procter & Gamble Co. 3.3 4.6 65 83 10 Energizer Energizer Holdings 3.0 2.4 60 43 Top 10 55.3 48.8 1,107 894 Total household product measured-media spending 100.0% 100.0% $2,000 $1,831

10 biggest household product advertisers Based on 2017 U.S. measured-media spending. Total household product measured spending: $2.0 billion. Procter & Gamble Co. accounted for more than half of that spending.

Other $121M Koch Industries $51M Energizer Holdings $57M 6.1% Kimberly-Clark Corp. $59M 2.5% 2.9% Berkshire Hathaway $60M 2.9% 3.0% Henkel $73M 3.6%

SC Johnson 5.7% Total 52.7% Procter & Gamble Co. $114M $2.0B $1.1B

6.4% Church & Dwight Co. $127M 6.6%

RB (Reckitt Benckiser Group) 7.6% $132M

Clorox Co. $151M

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

Important to Important People 31

P030_P031_AA_20180625_SUPP.indd 31 6/14/18 2:17 PM 200 Leading National Advertisers 2018

U.S. market leaders by category 2017 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 2017 2016 2017 2016 1 Coke Coca-Cola Co. 11.5% 11.9% $377 $353 2 Pepsi PepsiCo 5.3 5.6 169 183 3 Mountain Dew PepsiCo 3.8 4.0 85 78 4 Nestlé Pure Life Nestlé 3.5 3.3 3 0 Dr Pepper Snapple 5 Dr Pepper 3.5 3.5 111 101 Group 6 Gatorade PepsiCo 3.1 3.3 130 144 7 Sprite Coca-Cola Co. 2.8 2.7 34 31 8 Poland Spring Nestlé 2.7 2.5 1 0 9 Dasani Coca-Cola Co. 2.1 2.1 4 8 10 Aquafina PepsiCo 1.8 1.8 1 17 Top 10 40.0 40.9 913 916 Industry total (*gallons in billions) 33.7* 33.0* $1,797 $1,804

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

Market share Measured media Rank Marketer 2017 2016 2017 2016 1 Anheuser-Busch InBev 41.6% 42.6% $591 $676 2 Molson Coors Brewing Co. 24.3 24.8 397 431 3 Constellation Brands 8.9 8.1 263 224 4 Heineken 3.8 3.9 171 156 5 Pabst Brewing Co. 2.3 2.4 1 1 6 Boston Beer Co. 1.7 1.8 52 50 7 D.G. Yuengling & Son 1.3 1.3 5 2

8 Florida Ice and Farm Co. 1.1 1.1 1 3 (North American Breweries) 9 Diageo 1.1 1.0 9 17 10 Mark Anthony Group (Mike’s Hard Lemonade) 0.9 0.8 6 2 Top 10 87.1 87.9 1,494 1,563 Industry total (*barrels in millions) 215.0* 217.1* $1,530 $1,602

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, Diet Coke and Coke Zero). 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, excluding digital media, for marketers’ beer brands. Industry total: Beer barrel equals 31 gallons. Diageo: Parent of Guinness. Florida Ice and Farm Co.: Parent of North American Breweries. Mark Anthony Group: Parent of Mike’s Hard Lemonade Co. Molson Coors: Share and ad spending for MillerCoors, Molson Coors’ U.S. division.

32 Ad Age June 25, 2018

P032_P033_AA_20180625_SUPP.indd 32 6/14/18 2:19 PM More in Ad Age Datacenter Database of top 100 U.S. advertisers AdAge.com/marketertrees2018

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

Share of ad Measured spending media Rank Brand Marketer 2017 2016 2017 2016 1 Humira AbbVie 7.1% 7.1% $410 $421 2 Lyrica Pfizer 6.0 6.5 346 387 3 Xeljanz Pfizer 4.6 4.2 267 248 4 Eliquis Bristol-Myers Squibb Co. 3.7 4.9 215 292 5 Keytruda Merck & Co. 3.6 1.0 206 61 6 Chantix Pfizer 3.5 2.6 205 156 7 Taltz Eli Lilly & Co. 3.5 1.3 204 77 8 Trulicity Eli Lilly & Co. 3.3 2.3 191 136 9 Cosentyx Novartis 2.8 2.4 163 143 10 Entresto Novartis 2.7 2.1 158 122 Top 10 40.9 34.5 2,365 2,043 Total prescription drug measured-media spending 100.0% 100.0% $5,785 $5,916

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

Market share Measured media Rank Marketer 2017 2016 2017 2016 1 Verizon Communications 32.2% 31.8% $773 $858 2 AT&T 31.9 32.1 645 747 3 Deutsche Telekom (T-Mobile US) 16.5 16.1 1,073 1,009 4 SoftBank Group Corp. (Sprint Corp.) 11.5 12.4 666 657 5 America Movil (TracFone Wireless) 5.1 5.0 242 280 6 Telephone and Data Systems (U.S. Cellular) 1.3 1.4 38 38 Top 6 98.4 98.7 3,436 3,588 Other 1.6 1.3 1,527 1,468

Total wireless services 100.0% 100.0% $4,963 $5,056 measured-media spending

Prescription drug brands: Ad Age Datacenter analysis of U.S. measured-media spending, excluding digital media. Share of advertising and industry total category ad spending based on Kantar Media’s industry classifications for prescription drugs and pharmaceutical houses.

Wireless services: U.S. network operator market share from comScore MobiLens for subscribers age 13-plus, three months ended December 2017 and December 2016. 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 Leap Wireless (Cricket). Deutsche Telekom: T-Mobile US, including MetroPCS and T-Mobile. T-Mobile US in April 2018 signed a deal to buy Sprint Corp. SoftBank Group Corp.: Sprint Corp., including Boost Mobile, Sprint and Virgin Mobile.

Important to Important People 33

P032_P033_AA_20180625_SUPP.indd 33 6/14/18 2:19 PM 200 Leading National Advertisers 2018

U.S. market leaders by category More in Ad Age Datacenter 2017 share breakouts for marketers and brands. Dollars in millions. 200 most-advertised brands AdAge.com/lna2018

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

Share of Measured ad spending media Rank Brand Marketer 2017 2016 2017 2016 1 Geico Berkshire Hathaway 26.5% 25.2% $1,396 $1,318 2 Progressive Progressive Corp. 11.8 9.9 622 517 State Farm Mutual Auto 3 State Farm 9.9 10.0 521 524 Insurance Co. 4 Liberty Mutual Liberty Mutual Insurance Co. 5.1 6.4 270 337 5 Allstate Allstate Corp. 4.9 4.8 256 252 Nationwide Mutual 6 Nationwide 3.4 4.8 181 252 Insurance Co. United Services Automobile 7 USAA 3.2 2.8 169 146 Association 8 UnitedHealthcare UnitedHealth Group 3.2 3.6 167 187 American Family Mutual 9 The General 2.6 2.4 136 127 Insurance Co. 10 Farmers Insurance Zurich Insurance Group 2.4 2.6 128 134 Top 10 73.1 72.6 3,847 3,794 Total insurance industry measured-media spending 100.0% 100.0% $5,265 $5,223

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

Market share Measured media Rank Marketer 2017 2016 2017 2016 1 American Express Co. 20.6% 22.1% $188 $292 2 JPMorgan Chase & Co. (Chase) 20.0 19.3 47 101 3 Citigroup (Citibank) 11.5 10.0 105 134 4 Bank of America Corp. 9.9 10.2 14 82 5 Capital One Financial Corp. 8.6 8.6 197 243 6 U.S. Bancorp (U.S. Bank) 4.1 4.0 0 0 7 Discover Financial Services 3.8 4.0 123 103 8 Wells Fargo & Co. 3.8 3.9 0 8 Top 8 82.2 81.9 674 965 Other 17.8 18.1 202 307 Industry total (*purchase volume, dollars in trillions) $3.352* $3.058* $876 $1,272

Insurance brands: Ad Age Datacenter analysis of U.S. measured-media spending, excluding digital media. 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 Media’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 digital media and direct mail, which are pivotal for marketing in this category. Industry total measured-media spending, excluding digital media, on credit cards for credit card issuers; excludes MasterCard Inc. and Visa Inc., whose customers are banks that issue cards.

34 Ad Age June 25, 2018

P034_AA_20180625_SUPP.indd 34 6/14/18 2:22 PM AA014080.indd 1 6/12/18 12:23 PM AA014081.indd 1 6/12/18 12:23 PM