200˜LEADING˜ NATIONAL˜ ADVERTISERS˜ 2018˜FACT˜PACKdigitalgabe.com/wp-content/uploads/2018/06/Top-200-Media-Spenders.pdf · licensing arrangements, please contact [email protected]

Sponsor:

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

1.1 percent2017 spending increase for 200 LNA, slowest growth since recession

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

200 LEADING NATIONAL ADVERTISERS 2018 FACT PACK

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3Important to Important People

Marketers and brands 6

Measured spending by medium

Measured spending by category

Most-advertised brands

Ad spending forecast

Share of spending by medium

Spending growth over time

Ad spending analysis 18

200 biggest advertisers

Fastest-growing ad spenders

Market leaders 26

Broadcast spot TV Radio

Search marketing Internet display

Broadcast network TV Cable TV networks

Magazine Newspaper

Biggest U.S. spenders 24

Auto marketers Light-vehicle sales

Retailers Restaurant chains

Personal care Household products

Beverage brands Beer marketers

Prescription drug brands Wireless services

Insurance brands Credit cards

Auto brands Ad spending per vehicle sold

200 Leading National Advertisers 2018 Fact PackQuick stats on ad spending for the biggest marketers and brands. More online: AdAge.com/lna2018

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

Marketers database Datacenter subscribers also get access to company profiles, ad spending, brands, executives and agency rosters for nation’s 100 biggest advertisers. AdAge.com/marketertrees2018

WebcastWhat you need to know about the 200 Leading National Advertisers. For Ad Age Insider, Datacenter and Editor’s Circle subscribers.July 19, 2018, at 2 p.m. ET.AdAge.com/InsiderWebcast

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

StaffDatacenter directors: Kevin Brown, Bradley Johnson Senior research editor: Catherine WolfSenior art director: Jennifer ChiuResearch assistants: Melanie Falina, Alicia Lasek, Gabrielle Rosas, Michael Sandler, Jacob WittichEmail: [email protected] manager, revenue and client partnerships: Jackie Ramsey, 212-210-0475, [email protected]

© Copyright 2018 Crain Communications Inc. The data and information presented is the property of Crain and others and is protected by copyright and other intellectual 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].

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4

200 Leading National Advertisers 2018

Ad Age June 25, 2018

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

THE BIG LIST10 key stats from 200 Leading National Advertisers 2018

3. Media and marketing-services spendingZenith’s 2018 U.S. forecast

$446 BILLION+3.0 PERCENT

4. Internet ad spendingZenith’s 2018 U.S. forecast


5. TV ad spending200 LNA’s share of 2017 U.S. TV advertising

66 PERCENT6. AutomotiveBiggest ad category in 2017 U.S. measured-media spending

$13 BILLION-11.3 PERCENT

7. AmazonBiggest LNA ad spending increase

$742 MILLIONNo. 4 U.S. advertiser in 2017 ($3.4B), up from No. 70 in 2010

8. Comcast Corp.Biggest U.S. advertiser

$5.7 BILLION2017 total U.S. ad spending

9. GeicoMost-advertised brand

$1.4 BILLION2017 U.S. measured-media spending

10. Procter & Gamble Co.Biggest household product advertiser

53 PERCENT2017 U.S. share of household product ad spending

2. Billion dollar spendersMarketers with 2017 total U.S. ad spending greater than $1 billion

41

1. 200 Leading National Advertisers2017 total U.S. ad spending


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

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.

Total U.S. ad spending

U.S. measured- media ad 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

Deutsche Telekom (T-Mobile US)

T-Mobile US, controlled by Deutsche Telekom, in April signed a deal to buy Sprint Corp., controlled by No. 38 SoftBank, in a move to combine the third- and fourth-largest U.S. wireless firms.

Bonn, Germany/ Bellevue, Wash. 1,800 1,101

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

Advertisers 1-25

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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

36 Unilever Rotterdam, Netherlands/London 1,358 730

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 Corp.

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 (see p. 34).

Mayfield Village, Ohio 911 622

49 Coca-Cola Co. Atlanta 899 580

50 Apple Cupertino, Calif. 896 729

Advertisers 26-50

More in Ad Age DatacenterAgency rosters for top 100 advertisersAdAge.com/marketertrees2018

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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

No. 63

J.C. Penney Co.CEO Marvin Ellison quit to become CEO of home center chain No. 51 Lowe’s, where he starts July 2. Before joining JCPenney in 2014, Ellison spent 12 years at Home Depot 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

Advertisers 51-75

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. 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).


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76 Hyundai Motor Co. Seoul, South Korea $588 $290

77 RB (Reckitt Benckiser Group) Slough, U.K. 584 322

No. 78

Albertsons Cos.Albertsons (2,318 supermarkets) in February agreed to merge with Rite Aid Corp. (2,550 drugstores). The deal came after Rite Aid sold 1,932 drugstores to rival No. 72 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

Advertisers 76-100

More in Ad Age DatacenterExpanded spending data for 200 LNAAdAge.com/lna2018

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.

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




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

106 Adidas Group Herzogenaurach, Germany 438 35

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

Sears Holdings Corp.

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 as 1983, when it was the nation’s biggest retailer.

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

Advertisers 101-125

More in Ad Age DatacenterProfiles of top 100 advertisersAdAge.com/marketertrees2018


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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.




126 CBS Corp. New York $363 $109

127 Liberty TripAdvisor Holdings Englewood, Colo. 357 28

No. 128

KeringKering, a marketer of luxury goods (Gucci, Saint Laurent, Bottega Veneta), in May spun off sportswear brand Puma as a standalone company. Kering bought a controlling 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 (Mattress Firm)

Stellenbosch, South Africa 336 228

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

142 Apollo Education Group (University of Phoenix) Phoenix 312 75

143 Liberty Media Corp. (Sirius XM) Englewood, Colo. 311 19

144 Boehringer Ingelheim Ingelheim am Rhein, Germany 310 220

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

Advertisers 126-150


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




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

No. 157

Intel Corp.

Intel in 2017 revamped the “Intel Inside” marketing program, resulting in an accounting change for co-op ads and a corresponding $500 million reduction in global 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

Advertisers 151-175

More in Ad Age DatacenterDatabase of top 100 U.S. advertisersAdAge.com/marketertrees2018

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




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 Pharmaceuticals International

Valeant, focused on a turnaround as it pares operations, will change its name in July to Bausch Health Cos., playing off the identity of its biggest business. Valeant bought Bausch & Lomb in 2013.

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

Advertisers 176-200

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Fastest-growing ad spendersHighest 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.”

Source: Ad Age Datacenter estimates. © Copyright 2018 Crain Communications Inc.; see p. 3.

Estimated 2017 total U.S. ad spending

LendingTreePersonal �nance$411 million

Nintendo Co.Video games$234 million

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

Alphabet (Google)Entertainment and media$2.4 billion

NutrisystemFood$197 million

Dell TechnologiesTechnology$509 million

WayfairRetail$484 million

AmazonRetail$3.4 billion

Progressive Corp. Insurance$911 million

Net�ixEntertainment and media$553 million

69%

46%

35%

32%

31%

29%

29%

28%

32%

45%

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

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10 most-advertised brandsRanked by 2017 U.S. measured-media spending

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.

More in Ad Age Datacenter200 most-advertised brandsAdAge.com/lna2018

2017 measured media 2017 social-media engagement

Percent of engagement driven by paid posts

1. Geico Berkshire Hathaway

2. Verizon Verizon Communications

3. Ford Ford Motor Co.

4. Chevrolet General Motors Co.

5. T-Mobile Deutsche Telekom (T-Mobile US)

6. Apple Apple

7. Samsung Samsung Electronics Co.

8. McDonald’s McDonald's Corp.

9. AT&T AT&T

10. Progressive Progressive Corp.

358,748

775,081

3,249,157

5,282,640

1,363,720

7,479,097

2,776,660

3,185,489

788,136

27,045

69.5%

61.5

60.7

60.4

50.4

NA

57.0

71.2

75.9

65.0

Spending,percent change

Cross-platform social engagements

$1.4B+5.9%

$943M-11.4%

$894M+2.9%

$817M-5.7%

$777M+7.7%

$699M-2.4%

$687M-9.2%

$622M+20.4%

$632M-28.4%

$713M-4.0%

Rank, brand,marketer

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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.

Major media and marketing services

Spending (dollars in billions) Year-to-year percent change

2019 2018 20172019 vs. 2018

2018 vs. 2017

2017 vs. 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 0.5Radio 17.6 17.6 17.6 0.0 0.0 0.0Newspaper 13.9 15.1 16.6 -8.0 -9.0 -9.0Magazine 13.1 14.3 15.4 -8.1 -6.9 -7.4Outdoor 9.8 9.6 9.3 2.7 3.0 4.0Cinema 1.0 1.0 0.9 5.0 5.0 5.0Total: 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 3.5Telemarketing 60.8 59.6 57.9 2.0 3.0 3.0Direct mail 44.6 45.8 46.9 -2.5 -2.5 -4.7Event sponsorship 42.7 39.9 37.4 7.0 6.8 6.8Directories 7.9 8.0 8.0 -1.0 -0.4 -0.4Public relations 6.0 5.7 5.3 6.0 7.0 7.0Total: Marketing services 247.2 241.7 235.4 2.3 2.6 2.1Total: Major media and marketing services $457.2 $445.7 $432.9 2.6% 3.0% 2.7%

Major mediaSpending forecast for 2018.

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

Cinema $1.0BOutdoor $9.6B

Magazine$14.3B

Newspaper$15.1B

Radio$17.6B

TV$68.2B

Internet$78.3B38.4%

4.7% 0.5%

7.0%

7.4%

8.6%

33.4%

Major media $204.0B

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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.

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. Out of home including outdoor and cinema.

0

10

20

30

40

50%

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

Internet3.8%

Out of home3.1%

44.7%

30.6%

TV33.4%

Newspaper31.1%

Magazine15.3%

Radio13.3%

8.1%

6.0%5.6%

5.1%

Recession

MASTER

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20



Ad Age Datacenter produced the 63rd annual Leading National Advertisers report.

Ad Age published the report online June 25, 2018, available to Ad Age Datacenter subscribers at AdAge.com/lna2018. A portion of the report appears in this Fact Pack.

The 200 Leading National Advertisers 2018 report ranks marketers by total U.S. advertising spending as estimated by Ad Age Datacenter.

Total U.S. ad spending estimates come from a top-down analysis of a company’s spending on advertising based on disclosures in financial filings, company reports and indus-try benchmarking. Ad Age weights a company’s reported worldwide ad costs to reflect a U.S.-only per-centage. Ad Age estimates spending for companies that don’t publicly disclose ad spending.

Total U.S. ad spending encom-passes advertising, marketing services (including promotion and direct marketing) and digital mar-keting (including social media).

Ad Age has based its Leading National Advertisers rankings on a

broad definition of advertising and promotion since the report debuted in 1956.

From the report’s launch through the June 2016 report, Ad Age de-fined total U.S. ad spending as the sum of measured-media spending and unmeasured spending.

Essentially, unmeasured spend-ing was the difference between a company’s measured media (from WPP’s Kantar Media) and its total advertising and promotion costs (either reported by the company or estimated by Ad Age Datacenter).

Starting with the June 2017 report, Ad Age eliminated the calcu-lation of unmeasured spending.

Total U.S. ad spending now is based on Ad Age’s top-down analysis of a company’s estimated spending. Total U.S. ad spend-ing in some cases is lower than U.S. measured-media spending, which comes from Kantar Media’s bottom-up tally of spending in measured media based on rate card, average pricing data supplied by media sellers and other factors. Major advertisers in many cases get significant discounts off rate

cards. Not all advertisers pay the same rate.

Report methodology and additional information on measured media: AdAge.com/aboutlna2018

Ad Age Datacenter subscribers have exclusive access to the complete report at AdAge.com/lna2018.

Exclusive online content includes:• Marketer Trees 2018, a data-

base with ad spending, brands, profiles, executives and agency rosters for the nation’s 100 biggest advertisers

• Excel downloads of expanded tables including 200 Leading National Advertisers, 200 most-advertised brands, biggest ad spenders by medium and big-gest ad spending categories

Subscribe:AdAge.com/[email protected]

© Copyright 2018 Crain Communications Inc.; see p. 3.

ABOUT 200 LEADING NATIONAL ADVERTISERS 2018

Ad spending over timePercent 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.

Source: Ad Age Datacenter. Based on total U.S. ad spending for nation’s 100 biggest advertisers. © Copyright 2018 Crain Communications Inc.; see p. 3.

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

-12

12%

-6

0

6

3

9

-9

-3

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

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

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DataThat Leads

Ad Age Datacenter is presented by Neustar, a provider of industry-leading marketing solutions that connect people, places and things with trusted identity.

Ad Age Datacenter is the definitive resource for who’s growing, who’s slowing and where the industry is going.Subscribe today for access to business intelligence you 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

22



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.

U.S. measured-media spending for largest categories in 2017From 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.

Financial services

Insurance

Personal care

Restaurants

Food, beverages and candy

Telecommunications,internet services and ISP

General services

Medicine and remedies

Retail

Automotive

$4.9

$5.3

$5.9

$6.1

$7.3

$7.9

$8.6

$9.4

$11.2

$12.6

-9.2%

0.8%

-3.0%

-2.1%

-5.7%

-5.4%

-2.9%

-3.4%

-6.8%

-11.3%

Percentchange

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 by medium in 2017From 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

MediumAll advertisers (including 200 LNA)

200 Leading National Advertisers

200 LNA's 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

Measured-media spending

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Biggest U.S. spenders by medium10 largest advertisers by 2017 U.S. measured-media spending. Dollars in millions.

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.

Broadcast network TVMeasured broadcast network TV ad spending

Rank Marketer 2017

1 Procter & Gamble Co. $1,029

2 Ford Motor Co. 692

3 Pfizer 686

4 AT&T 634

5 General Motors Co. 610

6 Berkshire Hathaway 607

7 Deutsche Telekom (T-Mobile US) 545

8 Verizon Communications 538

9 Apple 521

10 Samsung Electronics Co. 444

Total (dollars in billions) $28.9

Cable TV networksMeasured cable TV networks ad spending

Rank Marketer 2017

1 Procter & Gamble Co. $724


3 PepsiCo 437

4 Yum Brands 416

5 AT&T 358


7 General Mills 293

8 Comcast Corp. 278

9 Hershey Co. 270

10 Unilever 267


Broadcast spot TVMeasured broadcast spot TV ad spending

Rank Marketer 2017

1 Comcast Corp. $360


3 Nissan Motor Co. 283

4 Fiat Chrysler Automobiles 278

5 Charter Communications 226

6 Ford Motor Co. 214

7 Toyota Motor Corp. 157

8 Volkswagen 147

9 McDonald’s Corp. 123

10 Rooms To Go 120


RadioMeasured network, national spot and local radio ad spending

Rank Marketer 2017

1 Deutsche Telekom (T-Mobile US) $188

2 Comcast Corp. 185

3 Home Depot 112

4 AT&T 104


6 SoftBank Group Corp. (Sprint Corp.) 94

7 Steinhoff International Holdings (Mattress Firm) 89

8 Fiat Chrysler Automobiles 81

9 Macy’s 56

10 McDonald's Corp. 56


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More in Ad Age DatacenterExpanded tables for biggest U.S. ad spenders by mediumAdAge.com/lna2018

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.

MagazineMeasured magazine ad spending

Rank Marketer 2017

1 L’Oréal $704

2 Procter & Gamble Co. 562

3 Pfizer 382

4 Kraft Heinz Co. 354

5 Johnson & Johnson 243

6 LVMH Moët Hennessy Louis Vuitton 225


8 Bradford Group 196

9 Mars Inc. 177

10 Allergan 175


NewspaperMeasured newspaper ad spending

Rank Marketer 2017

1 News Corp. $83

2 Andersen Corp. 83

3 Macy’s 76

4 Rooms To Go 55

5 LVMH Moët Hennessy Louis Vuitton 55

6 Realogy Holdings Corp. 51

7 Comcast Corp. 50

8 Target Corp. 49


10 Kohl’s Corp. 43


Search marketingMeasured search marketing ad spending

Rank Marketer 2017

1 Expedia Group $398

2 Amazon 292

3 Booking Holdings 260

4 AT&T 181

5 Liberty TripAdvisor Holdings 122

6 Comcast Corp. 117

7 Experian 109

8 LendingTree 108

9 Capital One Financial Corp. 107

10 Apollo Education Group (University of Phoenix) 102


Internet displayMeasured internet display ad spending

Rank Marketer 2017

1 Expedia Group $251

2 Newchic 122

3 Cox Enterprises 113

4 Walmart 110

5 Harry’s 96

6 Qurate Retail Group 92

7 AT&T 91

8 Dyson 79

9 Comcast Corp. 77

10 Capital One Financial Corp. 77


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26



U.S. market leaders by category2017 share breakouts for marketers and brands. Dollars in millions.

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.

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.

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.

0

5

10

15

20 million Recession years

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

Auto marketersU.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 $15,419Industry total (*vehicles sold in millions) 17.246* 17.553* NA NA

MASTER

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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.

Ad spending per vehicle soldTop 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.”

Auto brandsU.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

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28



U.S. market leaders by category 2017 share breakouts for marketers and brands. Dollars in millions.

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.

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.

RetailersRanking based on total U.S. ad spending.

Share of U.S. retail sales


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 $12,828Industry total (*U.S. sales, dollars in trillions) $3.405* $3.279* NA NA

Restaurant chainsU.S. market share based on systemwide sales.


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

5 Burger King Restaurant Brands International 1.8 1.8 341 375

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 (*U.S. sales, dollars in billions) $536.8* $518.8* $6,084 $6,215

More in Ad Age DatacenterProfiles of top 100 advertisersAdAge.com/marketertrees2018

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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).

Personal care brandsShare of U.S. personal care measured-media spending.

Share of ad spending

Measured media


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 advertisersBased 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.

24.1%

2.1%2.5%2.6%

2.6%3.2%

3.8%8.4% 8.4%

19.9%

22.4%

Procter & Gamble Co.$1.3B

L’Oréal$1.2B

Unilever$490M

Johnson & Johnson$491M

Coty$222M

GlaxoSmithKline$190M

Kimberly-Clark Corp.$153M

Genomma Lab $152M

Edgewell PersonalCare Co. $147M

Colgate-Palmolive Co.$125M

Other $1.4B

Total $5.9B

MASTER

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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).

Household productsShare of U.S. household product measured-media spending.


Measured media


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

More in Ad Age DatacenterAgency rosters for top 100 advertisersAdAge.com/marketertrees2018

10 biggest household product advertisersBased 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.

6.1%2.5%

2.9%2.9%

3.0%

3.6%

5.7%

6.4%

6.6%

7.6%

52.7% Procter & Gamble Co.$1.1B

Clorox Co.$151M

RB (Reckitt Benckiser Group)$132M

Church & Dwight Co.$127M

SC Johnson$114M

Henkel$73M

Berkshire Hathaway $60M

Kimberly-Clark Corp. $59M

Energizer Holdings $57M

Koch Industries $51MOther $121M

Total $2.0B

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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.

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.


Beverage brandsU.S. market share based on sales volume.



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

5 Dr Pepper Dr Pepper Snapple Group 3.5 3.5 111 101

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 marketersU.S. market share based on shipment volume.


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. (North American Breweries) 1.1 1.1 1 3

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

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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.

More in Ad Age DatacenterDatabase of top 100 U.S. advertisersAdAge.com/marketertrees2018

Wireless servicesU.S. market share for wireless service providers.


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

Prescription drug brandsShare of U.S. prescription drug measured-media spending.


Measured media


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

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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. 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.

Insurance brandsShare of U.S. insurance industry measured-media spending.


Measured media


1 Geico Berkshire Hathaway 26.5% 25.2% $1,396 $1,318

2 Progressive Progressive Corp. 11.8 9.9 622 517

3 State Farm State Farm Mutual Auto Insurance Co. 9.9 10.0 521 524

4 Liberty Mutual Liberty Mutual Insurance Co. 5.1 6.4 270 337

5 Allstate Allstate Corp. 4.9 4.8 256 252

6 Nationwide Nationwide Mutual Insurance Co. 3.4 4.8 181 252

7 USAA United Services Automobile Association 3.2 2.8 169 146

8 UnitedHealthcare UnitedHealth Group 3.2 3.6 167 187

9 The General American Family Mutual Insurance Co. 2.6 2.4 136 127

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 cardsU.S. market share based on card purchase volume.


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


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