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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 200LEADING NATIONAL ADVERTISERS 2018FACTPACK $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. © Copyright 2018 Crain Communications Inc.; see p. 3. 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.
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