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Read Top 100 global advertisers heap their spending abroad; Spent 62% of budgets outside U.S. last year, and a lot went to China. By Laurel Wentz and Bradley Johnson

Database expands vertically. Under each tab below, CLICK THE PLUS SIGNS for expanded data. Click here to see Global 100 ranking. Under the Dots tab: Global client agency network assignments.

Read "About Global Marketers 2009" at the bottom of the page.

Top 100 marketers by worldwide media spending. Click here to see Global 100 in rank order.

CLICK THE PLUS SIGN TO EXPAND. Top 10 marketers by country in 2008 (U.S.$ in millions) in more than 90 countries and regions. Sources are listed under the country name.

Totals by region and category for the 100, plus GroupM's worldwide media spending estimates

  • Betting on China

    Firms with highest portion of world ad budgets in China

    RankAdvertiser2008 measured media spending in ChinaChina ad spending as % of worldwide spending
    1 Yum Brands $289.5 20.5
    2 Pernod Ricard 50.2 14.9
    2 Avon Products 49.6 14.9
    4 Colgate-Palmolive Co. 145.2 13.8
    5 Procter & Gamble Co. 1,079.1 11.1
    6 LVMH Moet Hennessy Louis Vuitton 54.7 8.7
    7 Unilever 487.0 8.5
    8 L’Oreal 333.3 8.3
    9 PepsiCo 105.3 7.6
    10 Nokia Corp. 32.9 7.4

    Dollars in millions. Data drawn from 39 marketers in Global 100 that had measured-media spending in China. 1. Excludes foreign-currency changes. Source: Ad Age DataCenter.

    http://adage.com

  • But Thinking Globally

    U.S. firms on Global 100 with highest non-U.S. ad allocation

    2008 measured media spending% of 2008 worldwide
    RankAdvertiserU.S. %Non-U.S. %revenue from outside the U.S.
    1 Colgate-Palmolive Co. 14.4 85.6 76.7
    2 Coca-Cola Co. 16.5 83.5 74.9
    3 Avon Products 25.9 74.2 80.7
    4 Mars Inc. 29.2 70.8 NA
    5 Procter & Gamble Co. 34.6 65.4 60.7
    6 Mattel 41.2 58.8 48.8
    7 Ford Motor Co. 41.4 58.7 58.7
    8 McDonald’s Corp. 41.4 58.6 65.7
    9 Coty 43.8 56.2 NA
    10 Hasbro 46.2 53.8 41.8

    Numbers rounded. Of 44 U.S. firms on Global 100, 11 (these 10 plus Kraft) did more than half of measured spending outside the U.S. Source: Ad Age DataCenter.

    http://adage.com

  • Global 100 totals: Ad spending by region

    Figures are U.S. dollars in millions

    Measured media spendingPercent of total
    Region20082007% chg20082007
    Africa $780 $864 -9.8 0.7 0.8
    Asia and Pacific 17,590 16,636 5.7 14.9 14.5
    Europe 46,260 42,747 8.2 39.2 37.4
    Latin America 4,819 4,011 20.1 4.1 3.5
    Middle East 1,992 1,777 12.1 1.7 1.6
    Canada 2,037 2,173 -6.3 1.7 1.9
    Subtotal spending outside the U.S. 73,478 68,210 7.7 62.3 59.7
    U.S. 44,447 46,132 -3.7 37.7 40.3
    Worldwide 117,925 114,342 3.1 100.0 100.0

    Data are U.S. dollars in millions. Figures are Ad Age DataCenter estimates.

    http://adage.com

  • Global 100 totals: Spending by category

    Figures are U.S. dollars in millions

    Measured media spendingAdvertiser
    Category20082007% chgcount
    Automotive $25,613 $25,597 0.1 18
    Personal care 25,480 24,630 3.4 11
    Food 11,914 11,356 4.9 9
    Drugs 10,323 10,143 1.8 11
    Entertainment & media 9,608 9,787 -1.8 7
    Retail 5,969 5,069 17.8 8
    Restaurants 4,289 3,912 9.6 4
    Soft drinks 4,064 3,861 5.3 2
    Telephone 3,974 3,868 2.7 4
    Cleaners 3,829 3,459 10.7 3
    Beer, wine & liquor 2,681 2,626 2.1 5
    Financial 2,595 2,852 -9.0 6
    Electronics & imaging 2,100 1,928 8.9 3
    Technology 2,035 2,299 -11.5 4
    Electronics 1,846 1,529 20.7 2
    Toys 1,607 1,425 12.8 3

    Figures are Ad Age DataCenter estimates.

    http://adage.com

  • Worldwide ad spending by region

    Group M estimates

    Measured media spendingPercent of total
    Region20082007% chg20082007
    Africa $3,111 $2,689 15.7 0.7 0.6
    Asia and Pacific 116,866 109,982 6.3 26.5 25.4
    Europe 124,643 124,299 0.3 28.3 28.7
    Latin America 18,769 16,858 11.3 4.3 3.9
    Middle East 9,922 8,105 22.4 2.3 1.9
    Canada 9,934 9,290 6.9 2.3 2.1
    Subtotal spending outside the U.S. 283,245 271,223 4.4 64.3 62.7
    U.S. 157,559 161,693 -2.6 35.7 37.3
    Worldwide 440,804 432,916 1.8 100.0 100.0

    Data are U.S. dollars in millions from WPP-owned Group M's "This Year, Next Year: Worldwide media and marketing forecasts, Summer 2009." www.groupm.com

    http://www.groupm.com/output/Page7.asp

Media measurement companies by country

Global accounts: Multinational agency network assignments

  • Agency networks and their global accounts

    Click + to read more and download the Dots report

    In this report, Advertising Age maps out the agency network assignments of global marketers. Download the 51-page report, known as Global Accounts or The Dots here.

    Ad Age defines global marketers in three ways. First, global marketers are companies ranked (based on measured media spending) in Ad Age’s Top 100 Global Marketers ranking.

    Second, global marketers are clients that employ an ad agency across five or more countries, generating more than $5 million in revenue for that agency. Finally, truly global clients—those qualifying for the ranking below—must be handled in at least three major regions.

    Agency networks provided data detailing accounts meeting those criteria. This year, 25 agency networks claimed assignments from 294 global marketers (defined as parent companies). Many of those marketers assign their accounts to multiple networks.

    The first section of this report lists global accounts in alphabetical order by marketer with a dot in countries where an agency handles the business. The second section lists clients by agency network, but only where the network handles the account in five or more countries.

    The pdf report also features a ranking of the agency networks with the most global clients.

ABOUT GLOBAL MARKETERS 2009
Advertising Age's DataCenter produced the Global Marketers report.

Global marketers that became the Top 100 were collated from media lists from 89 countries (plus breakouts for Hong Kong, Puerto Rico and the Pan Arab region) and provided by monitoring services, primarily Primary sources of data by country include TNS Media Intelligence / Kantar Media; Nielsen Co.; Ibope (Latin America); AGB Nielsen Media Research; Pan Arab Research Center; Steadman Group (East Africa; part of Synovate); Sigma Conseil (North and Western Africa) and Ifat (Israel). (See each country or the source links tab for links.) In some cases, monitoring services are licensees or partners of Nielsen or TNS. Other independent companies also supplied data. . Interpublic's McCann Erickson, Publicis Groupe's Saatchi & Saatchi and WPP's JWT and Mindshare also contributed significantly to the report.

To determine the top advertisers in each country, Ad Age DataCenter started with listings from monitoring services that ranged from as few as 10 advertisers in smaller countries to as many as 500 advertisers in larger countries. In all cases, the Ad Age DataCenter aggregated spending by parent company. For example, ASDA spending in the U.K. is attributed to Walmart Stores for the Top 100 ranking. Data reported by brand were similarly summed by parent advertiser. (Wrigley is included in Mars, for example.)

Media lists per country were by gross ad rates. Advertising Age adjusted some markets' gross media expenditures to reflect a market's global media volume among all countries.

A Top 100 marketer had to have reported media spending this year on at least three continents to qualify as "global" regardless of headquarters.

Because Ad Age treats exchange rates on a historic basis, exchange rate fluctuations increased spending outside the U.S. due to the falling dollar. Europe's 2008 media tallies were affected by a 7.7% increase in the euro versus the dollar. Similar fluctuations affected Asia.

Advertising spending percent changes are based on more statistically accurate data than Ad Age's published spending figures, which are in millions and rounded to one decimal place.

Global 100 figures shown are estimates of media spending. Related content: See Ad Age's 100 Leading National Advertisers, which ranks marketers by total U.S. spending (media spending plus unmeasured spending estimates); see Marketer Trees 2009 database

Questions? Comments? Updates? Contact us: DataCenter@AdAge.com
This database was last updated November 30, 2009.
Global Marketing reports -- 1997 to present are here.

This document (published November 30, 2009), and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group ( Copyright 2009) and is for your personal, non-commercial use only. You may not reproduce, display on a website, distribute, sell or republish this document, or the information contained therein, without the prior written consent of The Ad Age Group.