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 2019FACTPACK $475 million Facebook’s U.S. ad spending. Its ad budget more than tripled in 2018 Sponsor: 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. © Copyright 2019 Crain Communications Inc.; see p. 3. 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. Important to Important People 5 P005_P016_AA_20190624_SUPP.indd 5 6/14/19 11:57 AM AA014402 layout.indd 6 6/12/19 1:47 PM AA014402 layout.indd 7 6/12/19 1:48 PM Ad Age Leading National Advertisers 2019 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 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. © Copyright 2019 Crain Communications Inc.; see p. 3. 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.