Advertising Age International's annual ranking of the world's largest marketers showed in 1993 that 24 of the world's top 50 ad spenders cut their ad spending, but that number dropped to 14 in 1994.
And while marketers like L'Oreal, Paris, and Colgate-Palmolive Co., New York, continued to cut ad spending in 1994, many marketers increased it after cuts the previous year.
Spending by carmaker Renault, Paris, surged 8.5% after a 12.7% drop in 1993, and BMW, Munich, cut 6.8% in 1993, leaped 36.5%.
AAI's ranking again puts rival personal care giants Unilever, London and Rotterdam, the Netherlands, and Procter & Gamble, Cincinnati, neck and neck at the top of the chart.
Unilever spent $2.2 billion on non-U.S. advertising in 1994, and P&G spent just $9 million less. The closest rival in ad spending, Nestle, Vevey, Switzerland, spent $1.2 billion on advertising outside the U.S.
Philip Morris Cos., New York, and PSA Peugeot-Citroen, Paris, rounded out the world's top five ad spenders, each spending more than $770 million to advertise outside the U.S.
All the marketers in the 1994 Top 50 came from three regions: 20 of the marketers are Asian businesses, 18 are European and 12 are from the U.S.
Spending itself was concentrated most heavily in Europe.
The marketers spent slightly less than $13 billion advertising in this region, and more than $7.6 billion advertising in Asia.
Spending in Latin America and Canada reached $2.2 billion, and in the Middle East amounted to $274 million.
Most of the top 50 marketers fell into several broad product categories. Fifteen carmakers cracked the ranking, making automobiles the category most heavily represented.
Eleven personal and household care marketers, 10 food marketers and 10 electronics companies also ranked highest.
Two personal care companies broke into the top 50 after a previous absence, each having increased its ad spending dramatically since 1993.
Joh. A. Benckiser GmbH, Ludwigshafen, Germany, increased its non-U.S. ad spending 11.9% to $153.4 million, and similar spending by Gillette Co., Boston, rose 35.3% to $145.2 million.
One trend continuing from 1993 was the increasing ad spending of South Korean global marketers.
While Hyundai Group and Lotte Group both increased their spending moderately, Samsung Electronics Co.'s non-U.S. spending boomed 73.5%, and Lucky Goldstar's rose 41.4%.
Advertiser 1994 1993 % chg
Top spenders by country
The top 10 advertisers by country include TV, radio and print media. All figures are U.S. dollars in thousands. Compiled by Kevin Brown and Todd Pruzan.
AustraliaChinaSamsung Electronics Co. 2,445 NA NA
Procter & Gamble Co.2,399 1,912 25.5
Xiaobavang C&E Study 2,303 NA NA
Yanshenghbao Solution2,288 NA NA
Sharp Corp.2,260 615 267.4
PakistanPakistan (cont'd)PhilippinesPhilippine Long Distance21,860 18,349 19.1
Colgate-Palmolive Co.18,425 24,690 -25.4
San Miguel Corp. 17,421 16,305 6.8
Unilever15,313 22,215 -31.1
Fortune Tobacco Corp.12,320 7,566 62.8
United Laboratories 12,034 10,865 10.8
Johnson & Johnson8,303 7,492 10.8
Myra Pharma8,047 NA NA