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Global Marketers 2011

View the Global 100, a ranking of the 100 Largest Global Marketers by measured-media spending.

Analysis: Where's the growth? Follow the BRIC road
Ten emerging markets will account for half of ad spending growth in next three years.
By Bradley Johnson

Ad Age DataCenter subscribers can click "+" signs to see expanded data. The first record can be viewed for free. To subscribe, go to AdAge.com/subscribe/

Read About Global Marketers 2011 at the bottom of this page.

Top 100 marketers by worldwide media spending in 2010. Click Global 100 to see rank.

Coca-Cola Co. [This record free to all users]

Worldwide measured media spending $2.46 billion

7


  • Measured media spending in millions of U.S. dollars
    By region20102009% chg
    Africa61.955.810.9
    Asia and Pacific658.7562.417.1
    Europe944.11,010.0-6.5
    Latin America251.0204.722.6
    Middle East101.8105.7-3.7
    Canada18.812.945.4
      Subtotal media outside the U.S.2,036.21,951.54.3
      U.S. media spending418.8403.33.8
      Worldwide$2,455.1$2,354.94.3

    Headquarters
    Atlanta

    Notes
    U.S. measured media from Kantar Media.

    Coca-Cola Co. ranked No. 50 in 2010 U.S. ad spending in Ad Age's 100 Leading National Advertisers report. Click on Coca-Cola Co. to see U.S. ad spending, brands and agencies from Ad Age's Marketer Trees 2011.

    http://coca-cola.com

Abbott Laboratories

Ahold

Aldi Group

American Express Co.

Anheuser-Busch InBev

Apple

AstraZeneca

Avon Products

Bayer

BMW

Boehringer Ingelheim

BP

Bridgestone Corp.

Bristol-Myers Squibb Co.

Burger King Holdings

Campbell Soup Co.

Canon

Carrefour

Chanel

Clorox Co.

Colgate-Palmolive Co.

Comcast Corp.

Coty

Daimler

Danone Groupe

Deutsche Telekom

Diageo

Doctor's Associates

Eli Lilly & Co.

Energizer Holdings

Estee Lauder Cos.

Ferrero

Fiat (Chrysler Group)

Ford Motor Co.

France Telecom

Fuji Heavy Industries

General Mills

General Motors Co.

GlaxoSmithKline

Hasbro

Heineken

Henkel

Hewlett-Packard Co.

Honda Motor Co.

HSBC

Hyundai Motor Co.

Ikea International

ING Group

Johnson & Johnson

Kao Corp.

Kellogg Co.

Kia Motors Corp.

Kimberly-Clark Corp.

Kraft Foods

L'Oreal

LG Group

LVMH Moet Hennessy Louis Vuitton

Mars Inc.

Mattel

Maxingvest (Beiersdorf)

Mazda Motor Corp.

McDonald's Corp.

Merck & Co.

Microsoft Corp.

Mitsubishi Motors Corp.

Nestle

News Corp.

Nintendo Co.

Nissan Motor Co.

Novartis

Panasonic Corp.

PepsiCo

Pernod Ricard

Pfizer

Procter & Gamble Co.

PSA Peugeot Citroen

Reckitt Benckiser

Renault

SABMiller

Samsung Electronics Co.

Sara Lee Corp.

SC Johnson

Sears Holdings Corp.

Sharp Corp.

Sony Corp.

Sprint Nextel Corp.

Suzuki Motor Co.

Telefonica

Time Warner

Toyota Motor Corp.

Unilever

Viacom

Visa

Vivendi

Vodafone

Volkswagen

Walmart Stores

Walt Disney Co.

Yum Brands

CLICK THE PLUS SIGN TO EXPAND. Top 10 marketers by country in 2010 (U.S.$ in millions) in more than 90 countries and regions. Sources are listed under the country name.

Hong Kong [This record free to all users]

Nielsen Co. on admanGo data

  • Measured media spending20102009% chg
    Procter & Gamble Co.71.269.91.8
    Hutchison Whampoa42.037.412.5
    L'Oreal40.230.531.8
    Hong Kong S.A.R. Government34.732.18.2
    HSBC32.922.149.0
    GlaxoSmithKline32.026.520.7
    Lion29.319.748.5
    Estee Lauder Cos.27.214.291.3
    Mars Inc.24.426.6-8.5
    McDonald's Corp.24.226.3-7.8

    Figures are in millions of U.S. dollars, discounted by AA. Data from Nielsen Co. on admanGo data.

    http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html

Algeria

Argentina

Armenia

Australia

Azerbaijan

Bahrain

Belarus

Belgium

Bosnia and Herzegovina

Brazil

Bulgaria

Canada

Chile

China

Colombia

Costa Rica

Cyprus

Czech Republic

Denmark

Ecuador

Egypt

Estonia

Finland

France

Georgia

Germany

Ghana

Greece

Guatemala

Honduras

Hungary

India

Indonesia

Ireland

Israel

Italy

Japan

Jordan

Kazakhstan

Kenya

Kuwait

Latvia

Lebanon

Lithuania

Macedonia

Malaysia

Mexico

Moldova

Morocco

Mozambique

Nepal

Netherlands

New Zealand

Nicaragua

Nigeria

Norway

Oman

Pakistan

Pan Arab

Panama

Paraguay

Peru

Philippines

Poland

Portugal

Puerto Rico

Qatar

Romania

Russia

Saudi Arabia

Serbia

Singapore

Slovak Republic

Slovenia

South Africa

South Korea

Spain

Sri Lanka

Sweden

Switzerland

Syria

Taiwan

Tanzania

Thailand

Tunisia

Turkey

U.S.

Uganda

Ukraine

United Arab Emirates

United Kingdom

Uruguay

Venezuela

Vietnam

Yemen

Zambia

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

Global 100: Regional Spending

Global 100: Top Five Categories

ZenithOptimedia: Top 20 Market Forecasts

Media measurement companies by country

Links to media monitoring companies: CLICK TO EXPAND

By country

ABOUT GLOBAL MARKETERS 2011
Advertising Age's DataCenter produced the Global Marketers report.

Global marketers that became the Global 100 were collated from media lists from 95 countries (plus breakouts for Hong Kong, Puerto Rico and the Pan Arab region) and provided by monitoring services. Primary sources of data by country include Kantar Media (known as TNS in some countries); Nielsen Co.; Ibope (Latin America); AGB Nielsen Media Research; Pan Arab Research Center; Synovate (East Africa); 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 Kantar. Other independent companies also supplied data. Interpublic's McCann Erickson and UM, Publicis Groupe 's Saatchi & Saatchi and WPP's JWT and Group M 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 five 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 WalmartStores for the Global 100 ranking. Data reported by brand were similarly summed by parent advertiser. (Wrigley is included in Mars, for example.)

Ad Age DataCenter determined the Global 100 by combining media-spending data from 95 countries (plus breakouts for Hong Kong, Puerto Rico and the Pan Arab region), using data contributed by media-tracking services. To qualify as "global," a marketer had to have reported media spending in at least three major regions.

Several major U.S. companies--including VerizonCommunications and AT&T, which spent in the range of $2 billion on 2010 measured media--didn't make the list because their spending was almost entirely in the U.S.

Media lists per country were by gross ad rates (unless otherwise noted). Ad Age DataCenter adjusted some markets' gross media expenditures to reflect a market's global media volume among all countries.

A Global 100 marketer had to have reported media spending in at least three of these major regions--U.S. and Canada; Latin America; Europe, Middle East, Africa; Asia and Pacific--to qualify as "global" regardless of headquarters.

Ad Age DataCenter uses average annual exchanges rates--on a historic basis--to convert local currencies to U.S. dollars. An increase or decrease in local media spending may be amplified by the conversion to U.S. dollars, depending on changes in the rates.

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 2011 database.

-- Questions? Comments? Updates? Contact us: DataCenter@AdAge.com
-- This database was last updated December 5, 2011.
-- Global Marketing reports -- 1997 to present are here.

This document (published December 5, 2011), and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (Copyright 2011) 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.