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By Published on .

Total ad spending among the top 50 global marketers increased 3.1% to $49.3 billion during 1996, Advertising Age International reports today.

For the second year in a row, Procter & Gamble Co. invested the most money in advertising worldwide-$5.1 billion, down 3.7% from the previous year-according to the report, which tracks ad spending in 56 countries and ranks advertisers by non-U.S. spending to better reflect global trends.

P&G's non-U.S. spending dipped 3.4% to $2.5 billion.

Anglo-Dutch consumer goods giant Unilever, which led P&G in the 1994 listings and now is ranked a close second, sliced its non-U.S. budgets by 3.1% to $2.35 billion.


Third-ranked Nestle hiked its comparatively small $1.67 billion budget for non-U.S. spending by 6.5%.

Trendsetter Coca-Cola Co., boosted non-U.S. spending by nearly 11% to $832 million and moved a significant four notches up in the rankings to claim eighth place.

Earning a good return on its ad investment, Coca-Cola is now the top foreign soft drink in China and has surpassed Pepsi for the lead in the former Soviet republics.


One of the biggest declines in ad spending came not so unexpectedly from Philip Morris Cos., which sliced worldwide expenditures by 10% to $3.09 billion as tobacco advertising faces increasing restrictions in many countries.

The Japanese, meanwhile, count 11 companies among the world's top global marketers-five of them automakers.

In other noteworthy trends, Europe repeated its performance in having the most companies on the list (19), followed by the U.S. (16) and Asia (11).

A full copy of the report can be found in today's issue of Ad Age International,

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