Advertising Age Data Center
Top 100 global marketers
By ad spending outside the U.S. in 1997

Figures are U.S. dollars in millions

Rank 1997 Rank 1996 Advertiser Headquarters Non-U.S. ad spending 1997 Non-U.S. ad spending 1996 '97-'96 % change Country count U.S. ad spending 1997 U.S. ad spending 1996 Worldwide ad spending 1997 Worldwide ad spending 1996 Spending in Africa 1997 Spending in Asia 1997 Spending in Europe 1997 Spending in Latin America Spending in Middle East 1997 Spending in Canada 1997
1 1 Procter & Gamble Co. Cincinnati $3,011.4 $2,499.8 20.5 63 $2,743.2 $2,581.2 $5,754.6 $5,081.0 $10.9 $563.2 $1,915.2 $354.2 $105.5 $62.4
2 2 Unilever Rotterdam/London 2,525.5 2,235.0 13.0 62 908.9 953.8 3,434.4 3,188.8 32.7 488.6 1,509.4 437.8 26.1 30.9
3 3 Nestle Vevey, Switzerland 1,321.2 1,540.6 -14.2 63 460.9 406.9 1,782.1 1,947.5 11.1 233.8 869.9 190.1 7.6 8.7
4 4 Toyota Motor Corp. Toyota City, Japan 1,254.4 1,023.5 22.6 52 851.9 782.8 2,106.3 1,806.3 13.1 871.6 300.4 22.4 17.4 29.4
5 8 Coca-Cola Co. Atlanta 1,026.4 851.8 20.5 61 710.8 612.2 1,737.2 1,464.0 5.0 246.7 437.6 307.2 15.1 14.7
6 10 General Motors Corp. Detroit 946.5 814.7 16.2 46 3,087.4 2,376.4 4,033.9 3,191.1 0.7 80.8 613.6 144.7 13.8 93.0
7 6 Volkswagen Wolfsburg, Germany 898.2 948.5 -5.3 44 204.9 171.3 1,103.1 1,119.8 6.8 41.4 740.3 98.4 2.0 9.2
8 5 PSA Peugeot Citroen Paris 870.5 963.6 -9.7 39 0.0 0.0 870.5 963.6 1.2 1.3 817.8 49.2 1.0 0.0
9 7 Nissan Motor Co. Tokyo 866.9 871.8 -0.6 50 546.1 557.4 1,413.0 1,429.2 6.1 561.6 259.8 19.6 9.0 10.7
10 12 Mars Inc. McLean, Va. 864.8 715.9 20.8 38 615.0 557.6 1,479.8 1,273.5 0.0 96.6 725.3 35.2 0.1 7.5
11 11 Ford Motor Co. Dearborn, Mich. 824.2 738.9 11.5 47 1,281.8 1,197.1 2,106.0 1,936.0 4.8 102.8 578.9 108.8 6.9 21.9
12 17 Sony Corp. Tokyo 769.6 588.1 30.9 53 777.5 661.0 1,547.1 1,249.1 0.6 304.9 379.7 53.9 3.6 26.9
13 20 L'Oreal Paris 756.5 540.4 40.0 44 650.7 551.7 1,407.2 1,092.1 3.1 27.8 679.0 24.6 5.8 16.2
14 9 Philip Morris Cos. New York 751.2 850.2 -11.6 52 2,137.8 2,250.2 2,889.0 3,100.4 0.6 101.5 518.9 91.2 9.4 29.6
15 13 Renault Paris 699.9 665.0 5.3 36 0.0 0.0 699.9 665.0 0.0 0.0 649.0 50.0 0.9 0.0
16 19 Fiat* Turin, Italy 653.0 581.9 12.2 26 2.3 1.4 655.3 583.3 1.4 0.0 538.2 113.1 0.2 0.0
17 22 Honda Motor Co. Tokyo 625.9 517.4 21.0 39 578.1 518.0 1,204.0 1,035.4 0.0 388.4 176.9 25.3 1.7 33.6
18 14 Henkel* Dusseldorf 619.1 604.6 2.4 25 0.0 0.1 619.1 604.7 0.0 1.1 618.0 0.0 0.0 0.0
19 18 McDonald's Corp. Oak Brook, Ill. 604.0 582.0 3.8 49 1,041.7 1,074.6 1,645.7 1,656.6 0.5 222.9 287.5 56.6 6.3 30.2
20 15 Kao Corp.* Tokyo 584.1 600.9 -2.8 9 34.9 22.6 619.0 623.4 0.0 584.1 0.0 0.0 0.0 0.0
21 16 Ferrero* Perugia, Italy 547.8 595.6 -8.0 31 19.4 15.6 567.2 611.2 0.0 8.2 529.1 8.0 0.0 2.5
22 23 BMW Munich 545.4 494.9 10.2 39 160.9 148.8 706.3 643.7 3.3 90.3 440.8 0.0 6.6 4.4
23 21 Colgate-Palmolive Co. New York 538.7 525.7 2.5 55 374.6 320.8 913.3 846.5 4.4 65.5 227.0 241.6 0.1 0.0
24 29 Danone Group Levallois-Perret, France 473.3 338.1 40.0 21 95.9 77.1 569.2 415.2 0.0 0.0 448.6 20.9 0.0 3.8
25 31 Johnson & Johnson New Brunswick, N.J. 400.1 334.2 19.7 55 920.2 935.0 1,320.3 1,269.2 2.9 77.6 237.7 60.1 0.3 21.4
26 25 Kellogg Co. Battle Creek, Mich. 397.9 425.4 -6.5 38 558.2 503.3 956.1 928.7 5.4 50.2 250.2 59.6 4.4 28.2
27 27 DaimlerChrysler Stuttgart, Germany/Auburn Hills, Mich. 368.8 350.9 5.1 41 1,670.5 1,507.3 2,039.3 1,858.2 4.2 9.4 278.7 37.6 8.6 30.3
28 26 Mitsubishi Motor Co. Tokyo 368.7 423.6 -13.0 37 165.8 171.3 534.5 594.9 0.8 301.1 58.9 2.9 4.9 0.0
29 41 Joh. A. Benckiser Ludwigshafen, Germany 341.6 244.0 40.0 25 244.4 244.1 586.0 488.1 0.0 0.0 331.7 5.6 0.0 4.3
30 34 Shiseido Co.* Tokyo 327.0 317.6 2.9 10 3.4 2.4 330.4 320.1 0.0 299.3 27.7 0.0 0.0 0.0
31 28 Beiersdorf* Hamburg 325.4 346.9 -6.2 38 21.3 17.7 346.7 364.6 0.0 5.6 303.2 15.4 1.2 0.0
32 30 PepsiCo Purchase, N.Y. 322.2 335.5 -3.9 53 1,244.7 1,235.2 1,566.9 1,570.7 2.2 81.7 129.3 84.1 11.8 13.1
33 39 SmithKline Beecham London 320.8 255.9 25.4 38 436.3 419.2 757.1 675.1 8.8 48.3 234.7 25.3 0.2 3.6
34 24 Philips Electronics Eindhoven, The Netherlands 309.2 436.4 -29.2 53 314.9 280.0 624.1 716.4 1.4 18.7 252.3 31.9 3.4 1.5
35 47 Walt Disney Co. Burbank, Calif. 293.7 209.8 40.0 18 1,249.7 1,263.5 1,543.4 1,473.3 0.0 32.0 236.5 1.7 0.0 23.6
36 37 IBM Corp. Armonk, N.Y. 289.9 262.4 10.5 32 924.9 792.3 1,214.8 1,054.7 0.0 69.6 172.8 19.8 0.0 27.8
37 33 Daewoo Corp.* Seoul 288.9 323.8 -10.8 39 0.0 0.3 288.9 324.1 3.9 156.7 107.7 10.8 9.8 0.0
38 32 Gillette Co. Boston 253.8 329.8 -23.0 45 578.4 585.2 832.2 915.0 2.3 11.5 161.6 58.1 7.7 12.7
39 35 Seagram Co. Montreal 252.1 275.8 -8.6 25 395.8 321.0 647.9 596.8 0.0 4.9 196.5 31.4 0.0 19.3
40 36 Mazda Motor Corp. Hiroshima 245.6 269.4 -8.8 35 317.5 326.6 563.1 596.0 1.0 167.0 48.9 13.6 1.4 13.8
41 38 Matsushita Electric Industrial Co.* Osaka 244.3 260.8 -6.4 32 39.6 31.7 283.9 292.5 0.0 203.1 39.0 0.0 0.8 1.3
42 42 Volvo Goteborg, Sweden 240.7 229.8 4.7 28 85.6 74.2 326.3 304.0 0.0 28.8 200.8 6.2 0.1 4.8
43 40 LG Group* Seoul 230.9 252.4 -8.5 23 13.7 12.9 244.7 265.3 1.5 197.2 13.2 17.0 2.1 0.0
44 57 News Corp. Sydney 218.6 168.4 29.8 15 459.3 434.9 677.9 603.3 0.0 73.7 139.4 5.5 0.0 0.0
45 46 Samsung Electronics Co.* Seoul 217.9 221.1 -1.4 27 22.8 16.6 240.7 237.7 3.7 177.0 27.6 6.1 2.8 0.7
46 48 Mattel El Segundo, Calif. 217.6 187.7 15.9 18 491.3 490.4 708.9 678.1 0.0 9.9 178.1 23.5 0.0 6.0
47 50 Diageo London 213.4 178.9 19.3 26 1,206.6 1,037.7 1,420.0 1,216.6 0.0 16.9 168.0 10.3 2.6 15.6
48 44 Hyundai Corp. Seoul 213.0 226.8 -6.1 33 151.8 123.7 364.8 350.5 1.0 137.8 58.7 5.5 5.3 4.7
49 45 B.A.T Industries London 209.8 221.6 -5.3 31 148.3 237.4 358.1 459.0 6.0 43.1 73.1 86.8 0.9 0.0
50 64 Wm. Wrigley Jr. Co. Chicago 206.8 151.9 36.2 32 181.0 171.1 387.8 323.0 0.0 59.6 135.8 0.0 3.1 8.2
51 43 Bestfoods Englewood Cliffs, N.J 198.3 229.0 -13.4 35 194.9 114.4 393.2 343.4 0.0 0.6 189.2 8.2 0.3 0.0
52 52 Kimberly-Clark Corp. Irving, Texas 194.1 173.9 11.6 21 179.6 193.0 373.7 366.9 0.0 8.8 130.6 39.7 6.4 8.6
53 60 Bacardi-Martini Hamilton, Bermuda 190.8 163.0 17.1 17 29.0 26.7 219.8 189.7 0.0 2.9 115.5 70.0 2.4 0.0
54 49 Hasbro Pawtucket, R.I. 183.7 179.5 2.3 15 259.8 318.3 443.5 497.8 0.0 2.4 134.9 41.9 0.0 4.5
55 58 Metro Group Zurich 177.7 167.4 6.1 3 0.0 0.0 177.7 167.4 0.0 0.0 177.7 0.0 0.0 0.0
56 53 Bertelsmann Guetersloh, Germany 177.1 173.4 2.1 12 104.5 130.2 281.6 303.6 0.0 2.1 167.9 5.8 0.0 1.2
57 63 S.C. Johnson & Son Racine, Wis. 173.6 153.8 12.9 32 296.4 249.3 470.0 403.1 0.0 24.0 68.3 73.5 0.0 7.8
58 54 Suzuki Motor Corp.* Hamamatsu, Japan 173.5 173.3 0.1 22 15.6 11.9 189.1 185.2 1.1 110.6 52.1 2.8 2.1 4.8
59 65 Canon Tokyo 171.3 150.3 14.0 27 199.5 148.8 370.8 299.1 0.0 110.7 55.9 0.0 0.0 4.7
60 61 Sara Lee Corp. Chicago 169.0 161.9 4.4 15 252.4 217.5 421.4 379.4 1.7 6.3 160.9 0.0 0.0 0.0
61 51 Time Warner New York 167.3 178.4 -6.2 19 1,013.2 1,037.7 1,180.5 1,216.1 5.1 14.5 115.3 17.2 0.0 15.2
62 56 Warner-Lambert Co. Morris Plains, N.J. 165.8 169.0 -1.9 25 608.1 495.3 773.9 664.3 0.0 64.4 57.6 31.4 0.0 12.3
63 68 Bayer Leverkusen, Germany 157.4 147.8 6.5 31 469.5 555.4 626.9 703.2 0.0 3.6 85.7 64.8 0.0 3.3
64 62 Toshiba Corp. Tokyo 156.7 156.1 0.4 33 35.2 36.1 191.9 192.2 1.6 113.9 34.5 0.0 3.4 3.3
65 73 Novartis Basel, Switzerland 155.7 126.5 23.1 19 519.7 420.3 675.4 546.8 0.0 5.5 133.1 9.8 0.0 7.2
66 69 Cadbury Schweppes London 154.5 147.4 4.8 29 216.5 214.3 371.0 361.7 6.7 41.8 91.1 8.3 0.0 6.7
67 71 Tricon Global Restaurants Louisville, Ky. 151.9 142.4 6.7 24 851.2 879.2 1,003.1 1,021.6 6.2 77.5 20.0 28.2 2.0 18.0
68 96 Ericsson* Stockholm 150.1 76.3 96.7 38 48.4 16.4 198.5 92.7 1.3 24.4 109.5 10.4 3.6 0.9
69 70 Boots Co. Nottingham, U.K. 147.8 143.7 2.9 11 0.0 0.0 147.8 143.7 0.0 1.8 146.0 0.0 0.0 0.0
70 81 NEC Corp.* Tokyo 145.4 109.5 32.8 10 12.9 1.7 158.3 111.2 0.6 143.6 1.3 0.0 0.0 0.0
71 75 Carrefour Magasins Paris 145.1 120.3 20.6 5 0.0 0.0 145.1 120.3 0.0 0.0 122.0 23.1 0.0 0.0
72 72 C&A Breninkmeyer* Amsterdam 144.7 138.8 4.3 10 0.0 0.0 144.7 138.8 0.0 0.0 118.4 26.3 0.0 0.0
73 80 Reckitt & Colman London 143.0 110.6 29.3 28 127.7 133.7 270.7 244.3 4.5 29.0 91.2 14.2 0.0 4.1
74 55 Barilla Parma, Italy 139.4 170.7 -18.3 5 22.4 10.4 161.8 181.1 0.0 0.0 139.4 0.0 0.0 0.0
75 67 Ajinomoto Co.* Tokyo 137.7 149.4 -7.8 6 0.0 0.0 137.7 149.4 0.0 126.1 0.0 11.5 0.0 0.0
76 66 Royal Dutch Shell The Hague 134.4 150.0 -10.4 38 40.7 30.4 175.1 180.5 2.8 27.5 59.4 35.7 6.9 2.2
77 85 Microsoft Corp. Redmond, Wash. 128.5 101.4 26.8 14 407.4 306.5 535.9 407.9 0.0 57.9 63.0 0.0 0.0 7.6
78 78 Sears, Roebuck & Co. Hoffman Estates, Ill. 125.1 111.0 12.7 5 1,262.0 1,216.5 1,387.1 1,327.5 0.0 0.0 33.8 42.4 0.0 49.0
79 59 Eastman Kodak Co. Rochester, N.Y. 124.6 167.2 -25.5 40 397.7 396.8 522.3 564.0 0.0 34.4 65.5 18.1 3.4 3.2
80 77 Heineken Amsterdam 116.8 112.5 3.8 14 18.8 19.8 135.6 132.3 0.0 8.7 107.9 0.0 0.3 0.0
81 79 Chanel Paris 116.3 110.7 5.0 12 29.4 29.4 145.7 140.1 0.0 32.1 81.5 0.0 0.9 1.7
82 74 Roche Holding Basel, Switzerland 114.0 123.3 -7.6 15 176.2 160.2 290.2 283.5 0.0 6.2 95.6 12.2 0.0 0.0
83 82 Fuji Heavy Industries Tokyo 108.3 106.4 1.7 13 111.4 88.3 219.7 194.7 0.7 85.3 17.9 0.0 1.0 3.4
84 92 Siemens Munich 107.4 82.5 30.2 26 12.3 10.0 119.7 92.5 1.8 1.1 100.7 0.0 3.8 0.0
85 88 Fujitsu Tokyo 106.4 93.0 14.4 6 21.5 15.7 127.9 108.7 0.0 98.7 6.8 0.0 0.0 0.9
86 90 Sharp Corp.* Osaka 104.9 87.6 19.7 19 6.4 13.5 111.3 101.2 1.6 84.0 0.0 15.0 4.4 0.0
87 117 Nokia Group Helsinki 104.7 48.9 114.1 23 14.9 2.7 119.6 51.6 3.0 24.4 74.9 0.0 1.0 1.4
88 83 Fuji Photo Film* Tokyo 104.3 104.5 -0.2 17 9.8 10.1 114.1 114.6 0.2 70.0 18.8 13.5 0.0 1.8
89 99 Compaq Computer Co. Houston 101.6 72.6 40.0 21 227.3 188.7 328.9 261.3 0.0 1.3 84.0 7.4 0.0 9.0
90 76 LVMH Moet Hennessy Louis Vuitton Paris 100.9 118.8 -15.0 3 37.6 34.2 138.5 152.9 0.0 0.0 100.9 0.0 0.0 0.0
91 84 Ikea Humlebaek, Denmark 99.9 103.8 -3.8 10 28.5 20.5 128.4 124.4 0.0 1.7 93.8 0.0 0.0 4.4
92 86 Hitachi* Tokyo 97.7 96.9 0.8 22 20.7 14.3 118.4 111.2 0.0 89.2 7.0 0.0 0.5 0.9
93 91 Exxon Corp. New York 88.5 82.6 7.1 14 13.0 9.7 101.5 92.3 0.0 1.0 39.9 47.5 0.0 0.0
94 94 Hewlett-Packard Co. Palo Alto, Calif. 86.2 81.4 5.9 23 487.4 385.7 573.6 467.1 0.9 12.4 69.0 0.0 0.0 3.9
95 109 Seiko Epson Corp. Nagano, Japan 85.9 61.4 39.9 15 31.4 38.7 117.3 100.0 0.0 47.5 32.8 1.8 3.8 0.0
96 111 Block Drug Co. Jersey City, N.J. 85.1 60.8 40.0 5 37.1 45.3 122.2 106.1 0.0 47.6 33.7 0.0 0.0 3.8
97 102 American Home Products Corp. New York 84.1 68.4 23.0 12 595.9 692.4 680.0 760.8 0.0 0.0 37.5 31.0 0.0 15.7
98 106 Electrolux Stockholm 83.2 64.5 29.0 20 27.6 41.4 110.8 105.9 0.0 0.3 71.3 11.6 0.0 0.0
99 103 Interbrew Leuven, Belgium 82.2 67.7 21.4 6 4.3 0.4 86.5 68.1 0.0 0.0 37.9 0.0 0.0 44.3
100 93 CitiGroup New York 80.2 82.3 -2.6 29 31.1 81.4 111.3 163.8 0.0 14.9 27.8 36.0 0.7 0.8
Notes: Figures are U.S. dollars in millions. 1996 rankings reflect data collected in 1998. Country count is the number of countries where spending was reported in 1997. *indicates U.S. spending is measured media only from Competitive Media Reporting. **Asia includes Austrialia and New Zealand. Primary data from ACNielsen and its affiliates, but see Top 10 marketers by country for a more complete list.