Global Marketers 2015

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

What You Need to Know About the Global Ad Market
Worldwide Ad Spending Is Growing, Powered by Digital. Total Media and Marketing Spending in 2016 Will Approach $1 Trillion
Analysis 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/getdatacenter/

Read About Global Marketers 2015 at the bottom of this page.

Top 100 marketers by worldwide measured-media spending in 2014. Click Global 100 to see ranking.

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

Worldwide measured-media spending $3.28 billion

4
  • Measured-media spending in millions of U.S. dollars
    By region20142013% chg
    Africa72.468.46.0
    Asia and Pacific1,358.51,146.618.5
    Europe872.6826.45.6
    Latin America260.9295.4-11.7
    Middle East286.1339.3-15.7
    Canada19.615.625.3
      Subtotal media outside the U.S.2,870.22,691.66.6
      U.S. media spending409.0320.227.7
      Worldwide$3,279.1$3,011.98.9

    Headquarters
    Atlanta

    Notes
    For data sources by country, click Sources tab at top of page. U.S. measured media from Kantar Media.

    Coca-Cola Co. ranked No. 65 in 2014 U.S. ad spending in Ad Age's 200 Leading National Advertisers report. Click on Coca-Cola Co. to see U.S. ad spending, brands and agencies from Ad Age's Marketer Trees 2015.

    http://coca-cola.com

21st Century Fox

Aldi

Allergan

Alphabet (Google)

Amazon

America Movil

American Express Co.

Anheuser-Busch InBev

Apple

Astellas Pharma

AT&T

Bayer

BMW Group

Boehringer Ingelheim

Bridgestone Corp.

Carrefour

Citigroup

Clorox Co.

Colgate-Palmolive Co.

Comcast Corp.

Coty

Daimler

Danone Groupe

Deutsche Telekom (T-Mobile)

Doctor's Associates (Subway)

Estee Lauder Cos.

Etisalat

Expedia

Fast Retailing Co. (Uniqlo)

Ferrero

Fiat Chrysler Automobiles

Ford Motor Co.

Fuji Heavy Industries (Subaru)

General Mills

General Motors Co.

GlaxoSmithKline

Hasbro

Heineken Holding

Henkel

Honda Motor Co.

Hyundai Motor Co.

Ingka Holdings (Ikea)

Johnson & Johnson

Kao Corp.

Kellogg Co.

Kia Motors Corp.

Kimberly-Clark Corp.

Kirin Holdings Co.

Kraft Heinz Co.

L'Oreal

LG Electronics

LVMH Moet Hennessy Louis Vuitton

Mars Inc.

Mattel

Maxingvest (Beiersdorf)

Mazda Motor Corp.

McDonald's Corp.

Merck & Co.

Microsoft Corp.

Mitsubishi Motors Corp.

Mondelez International

Naspers

Nestle

Nintendo Co.

Nissan Motor Co.

Novartis

NTT Corp.

Orange

Panasonic Corp.

PepsiCo

Pfizer

Procter & Gamble Co.

PSA Peugeot Citroen

RB (Reckitt Benckiser Group)

Renault

Restaurant Brands International (Burger King)

SABMiller (MillerCoors)

Samsung Electronics Co.

Sanofi

SC Johnson

Shiseido Co.

SoftBank Group Corp. (Sprint Corp.)

Sony Corp.

Suntory Holdings (Beam Suntory)

Suzuki Motor Co.

Takeda Pharmaceutical Co.

Telefonica

Time Warner

Toyota Motor Corp.

Unilever

Verizon Communications

Viacom

Vivendi

Vodafone Group

Volkswagen

Walgreens Boots Alliance

Walmart Stores

Walt Disney Co.

Yum Brands

Top 10 marketers by country in 2014 (U.S. dollars in millions) in more than 90 countries and markets. Sources are listed under the country name. Click the plus sign to expand.

Hungary [This record free to all users]

Kantar Media Hungary

  • Measured-media spending20142013% chg
    RB (Reckitt Benckiser Group)131.8122.67.5
    Naspers102.719.5427.8
    Unilever86.980.77.7
    Procter & Gamble Co.82.970.417.8
    Teva80.457.639.6
    Schwarz Gruppe77.445.271.5
    Deutsche Telekom (T-Mobile)67.574.9-9.8
    Bayer58.147.721.7
    Tesco56.536.355.5
    Sanofi56.050.311.5

    Figures are in millions of U.S. dollars. Data from Kantar Media Hungary.

    http://www.kantarmedia.hu

Algeria

Argentina

Australia

Azerbaijan

Bahrain

Belarus

Belgium

Bosnia and Herzegovina

Brazil

Bulgaria

Canada

Chile

China

Colombia

Costa Rica

Croatia

Cyprus

Czech Republic

Denmark

Ecuador

Egypt

Estonia

Finland

France

Georgia

Germany

Ghana

Guatemala

Hong Kong

India

Indonesia

Ireland

Israel

Italy

Ivory Coast

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

Taiwan

Tanzania

Thailand

Tunisia

Turkey

U.S.

Uganda

Ukraine

United Arab Emirates

United Kingdom

Uruguay

Venezuela

Vietnam

Yemen

Zambia

Media-measurement companies by country

Links to sources (click to expand)

By country

ABOUT GLOBAL MARKETERS 2015
Advertising Age's Datacenter produced the Global Marketers report.

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.

Primary sources of data by country include Kantar Media; Nielsen; Ibope (Latin America); AGB Nielsen Media Research; Pan Arab Research Center (Pan Arab region); Ipsos (Africa); Sigma Conseil (North Africa 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 Group of Cos.' McCann Erickson and Mediabrands and WPP's JWT and GroupM 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. Ad Age Datacenter aggregated spending by parent company. For example, Asda spending in the U.K. is attributed to Walmart Stores for the Global 100 ranking. Data reported by brand were similarly summed by parent advertiser. (Wrigley is included in Mars Inc., for example.)

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

Most media lists per country were by gross rate-card ad rates. Ad Age Datacenter adjusted some markets' gross media expenditures to reflect a market's global media volume among all countries.

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: Ad Age's 200 Leading National Advertisers, which ranks marketers by total U.S. spending (media media plus unmeasured spending estimates); Marketer Trees 2015, a database of the 200 Leading National Advertisers.

-- Questions? Comments? Updates? Contact us: Datacenter@AdAge.com
-- This database was last updated Dec. 7, 2015.
-- Archive of Global Marketers reports: 1997 to present.

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