View the World's 100 Largest Advertisers table.
World's Largest Advertisers: Spending is Growing (and Surging in China)
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 World's Largest Advertisers 2017 at the bottom of this page.
Top 100 marketers by total worldwide advertising in 2016. Click World's 100 Largest Advertisers to see ranking.
|TOTAL WORLDWIDE AD SPENDING|
|Worldwide||Year ended 12/31/2016||Year ended 12/31/2015||% chg|
|Total worldwide advertising spending (U.S. dollars in millions)||$1,389||$936||48.4|
|Click the Profiles tab at the top of this page to read more about this marketer. Source: Ad Age Datacenter. Total worldwide advertising spending: Promotion and advertising expenses.|
|WORLDWIDE AD SPENDING AS PERCENT OF SALES|
|Year||Ad costs ($ in millions)||Worldwide ad spending as percent of sales|
Stated worldwide "promotion and advertising expenses" converted to U.S. dollars by Ad Age Datacenter at average exchange rates.
2016: 9.219 billion renminbi.
2015: 5.814 billion renminbi.
2014: 5.833 billion renminbi.
Ad spending as percent of sales:
Worldwide "promotion and advertising expenses" as percent of worldwide "revenues."
|MEASURED-MEDIA SPENDING BY REGION IN 2016|
|By region ($ in millions)||2016||2015||% chg|
|Asia and Pacific||3.8||1.7||128.8|
|Subtotal media outside the U.S.||6.2||5.0||24.7|
|U.S. media spending||0.0||NA||NA|
|Worldwide measured media||$6.2||$5.0||25.4|
|For data sources by country, click Sources tab at top of page. U.S. measured media from Kantar Media.|
|SALES AND EARNINGS ($ in millions from public documents)|
|Tencent Holdings (HKG: 0700)|
|Worldwide||Year ended 12/31/2016||Year ended 12/31/2015||% chg|
|Region ($ in millions)||Year ended 12/31/2016||Year ended 12/31/2015||% chg|
|Division or segment sales ($ in millions)||Year ended 12/31/2016||Year ended 12/31/2015||% chg|
Marketer profiles for World's 100 Largest Advertisers in 2016
Top 10 marketers by country in 2016 (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.
|Measured media spending||2016||2015||% chg|
|Procter & Gamble Co.||131.0||70.1||87.0|
|RB (Reckitt Benckiser Group)||129.3||72.9||77.3|
|Deutsche Telekom (T-Mobile US)||81.6||66.6||22.5|
Media-measurement companies by country
|Argentina||Monitor de Medios Publicitarios||http://www.ibope.com.ar/|
|Australia||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-||Azerbaijan||TV MR AZ, AGB Nielsen Media Research licensee||http://www.agb.az||Bahrain||Pan Arab Research Center||http://www.arabresearch.com||Belarus||UM Belarus||http://www.umww.com||Belgium||MediaXim CIM MDB||http://www.mediaxim.com||Bosnia and Herzegovina||BBDO Sarajevo||http://www.bbdo.ba||Brazil||Ibope Brasil||http://www.ibope.com.br||Bulgaria||Be Media Consultant||http://www.bemedia-con.bg||Canada||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-||Chile||Megatime||http://www.ibope.com.br||China||CTR Media Intelligence/Kantar Media||http://www.ctrchina.cn||Colombia||Ibope Colombia||http://www.ibope.com.br||Costa Rica||MediaGuru Costa Rica / Ibope||http://www.ibope.com.br||Croatia||AGB Nielsen Media Research||http://www.agbnielsen.net||Cyprus||Telia & Pavla BBDO||http://www.tpbbdo.com.cy||Czech Republic||Admosphere, part of Nielsen Group||http://adintel.nielsen-admosphere.eu||Denmark||Kantar Media Denmark||http://www.tns-gallup.dk/||Ecuador||Ibope Media Ecuador||http://www.ibope.com.br||Egypt||Pan Arab Research Center||http://www.arabresearch.com||Estonia||Kantar Media Estonia/TNS Emor||http://www.emor.ee||Ethiopia||Zeleman Communications, Advertising and Production||http://www.zeleman.com||Finland||TNS Gallup Finland/Kantar Media||http://www.tns-gallup.fi||France||Kantar Media France||http://www.kantarmedia.fr/||Georgia||TV MR GE, licensee of AGB Nielsen Media||http://www.agbnielsen.net||Germany||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-||Ghana||Ipsos||http://www.ipsos.com||Greece||Media Services; AGB Nielsen Media Research via BBDO Greece||http://www.bbdoathens.gr||Guatemala||MediaGuru Guatemala||http://www.ibope.com.br||Hong Kong||admanGo (Nielsen)||http://www.nielsen.com/us/en/campaigns/nielsen-||Hungary||Kantar Media Hungary||http://www.kantarmedia.hu||India||Ad Age estimates. (see notes).||http://www.tamindia.com||Indonesia||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html||Ireland||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-||Israel||Ifat||http://www.ifat.com/||Italy||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html||Ivory Coast||AG Partners (via Publicis Africa Group)||http://www.ag-partners.com||Japan||McCann Tokyo & UM Japan, and Nikkei Advertising Research Institute.||http://www.nikkei-koken.com/ and||Jordan||Pan Arab Research Center||www.arabresearch.com||Kazakhstan||TNS Gallup Media Asia (Kazakhstan)/Kantar Media||http://www.tns-global.kz||Kenya||Ipsos||http://www.ipsos.com||Kuwait||Pan Arab Research Center||http://www.arabresearch.com||Latvia||Kantar Media Latvia||http://www.tns.lv||Lebanon||Pan Arab Research Center||http://www.arabresearch.com||Lithuania||Kantar Media Lithuania||http://www.tns.lt||Macedonia||Nielsen||http://www.agbnielsen.net||Malaysia||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-||Mexico||Nielsen Ibope||https://www.nielsenibope.com.mx/||Moldova||AGB Nielsen Media Research||http://www.agb.md||Morocco||Sigma Conseil||http://www.sigma.tn/Fr/accueil_46_9||Mozambique||Ipsos||http://www.ipsos.com||Nepal||Thompson Nepal (JWT)||https://www.jwt.com/nepal||Netherlands||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html||New Zealand||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html||Nicaragua||MediaGuru Nicaragua / Ibope||http://www.ibope.com.br||Norway||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html||Oman||Pan Arab Research Center||http://www.arabresearch.com||Pakistan||Gallup Pakistan||http://www.gallup.com.pk||Pan Arab||Pan Arab Research Center||http://www.arabresearch.com||Panama||Ibope Central America||http://www.ibope.com.br||Paraguay||Ibope Paraguay||http://www.ibope.com.br||Peru||Ibope Media Peru||http://www.ibope.pe/peru/index.html||Philippines||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-||Poland||Kantar Media Poland||http://www.kantar-media.pl/||Portugal||MediaMonitor, part of Kantar Media Network||http://www.mediamonitor.pt||Puerto Rico||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-||Qatar||Pan Arab Research Center||http://www.arabresearch.com||Romania||Media Trust Romania||http://www.mediatrust.ro/||Russia||Kantar Media Russia||http://www.tns-global.ru||Saudi Arabia||Pan Arab Research Center||http://www.arabresearch.com||Serbia||Nielsen||Nielsen||Singapore||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html||Slovak Republic||Kantar Media Slovak Republic||http://www.tns-global.sk||Slovenia||Mediana||http://www.mediana.si||South Africa||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html||South Korea||Nielsen via GroupM||http://kr.en.nielsen.com/site/index.shtml||Spain||InfoAdex, part of Kantar Media Network||http://www.infoadex.es||Sri Lanka||Nielsen via GroupM's Mediacom||http://lk.nielsen.com/site/index.shtml||Sweden||TNS Sifo/Kantar Media Sweden||http://www.tns-sifo.se||Switzerland||Nielsen/Media Focus||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html||Taiwan||Nielsen via GroupM||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html||Tanzania||Ipsos||http://www.ipsos.com||Thailand||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html||Tunisia||Sigma Conseil||http://www.sigma.tn/Fr/accueil_46_9||Turkey||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html||U.K.||Nielsen||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html||U.S.||Kantar Media||http://kantarmedia.com||U.S.||Nielsen also measures U.S. media||http://www.nielsen.com/us/en/campaigns/nielsen-global-adview-global-advertising.html||Uganda||Ipsos||http://www.ipsos.com||Ukraine||Communication Alliance and ITK (Industrial Television Committee); see note.||http://itk.ua/||United Arab Emirates||Pan Arab Research Center||http://www.arabresearch.com||Uruguay||Ibope Media Uruguay||http://www.ibope.com.br||Venezuela||AGB Ibope Venezuela||http://www.agbnielsen.net||Vietnam||Kantar Media Vietnam||http://www.kantar.com||Zambia||Ipsos||http://www.ipsos.com|
31st annual global report, produced by Ad Age Datacenter.
A summary of the report appeared in Ad Age's Dec. 4, 2017, print edition. The complete report, including World's Largest Advertisers full ranking and database, is available online exclusively to Ad Age Datacenter subscribers.
Online content includes:
-- World's Largest Advertisers 2017 ranking: Ad Age's exclusive ranking of the 100 biggest spenders based on total worldwide advertising spending.
-- World's Largest Advertisers 2017 database: Profiles, ad spending, executives and key agencies for world's 100 biggest spenders.
-- Top marketers by country: Rankings based on measured-media spending.
World's Largest Advertisers 2017 is a reinvention and expansion of Global Marketers, a report Ad Age has published since 1987 as a tally of measured-media spending – largely traditional media –captured at rate card.
Ad Age still analyzes global measured media; this report includes biggest measured-media advertisers by country and measured-media spending by region for the World's Largest Advertisers.
Methodology for World's Largest Advertisers: Spending figures from Ad Age Datacenter estimates and company financial filings to capture total worldwide advertising spending, an all-in assessment that includes everything from TV and in-store advertising to social media and mobile. Numbers rounded. Ad Age translated currencies to U.S. dollars at average exchange rates.
Methodology for top marketers by country and regional ad spending by marketer: Spending calculated by Ad Age Datacenter using measured-media data contributed by media tracking services covering 90-plus countries (plus breakouts for Hong Kong, Puerto Rico and the Pan Arab region). 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 IPG 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 measured-media 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.
Most measured-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 translated currencies to U.S. dollars at average exchange rates.
Related content: Ad Age's 200 Leading National Advertisers 2017, which ranks marketers by total U.S. spending (measured media plus unmeasured spending estimates); and Marketer Trees 2017, a database of the 100 Leading National Advertisers.
Datacenter directors: Bradley Johnson, Kevin Brown. Senior research editor: Catherine Wolf. Research assistants: Briana Boston, Melanie Falina, Andrew Fricke, Danielle Gregory and Gabrielle Rosas. Ad Age Asia editor: Angela Doland.
-- Questions? Comments? Updates? Contact us: Datacenter@AdAge.com
-- This database was last updated Dec. 4, 2017.
-- Archive of Global Marketers reports: 1997 to present.
© Copyright 2017 Crain Communications Inc. The data and information presented is the property of Crain and others and is protected by copyright and other intellectual property laws. For personal, noncommercial use only, which must be in accordance with Ad Age's Terms and Conditions at AdAge.com/terms. Archiving, reproduction, re-distribution or other uses are prohibited. For licensing arrangements, please contact mailto:firstname.lastname@example.org.