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WORLD’S LARGEST ADVERTISERS 2017

Database of World's Largest Advertisers (December 2017).

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.

Tencent Holdings [This record free to all users]

Worldwide advertising spending $1.39 billion

79
  • TOTAL WORLDWIDE AD SPENDING
    WorldwideYear ended 12/31/2016Year ended 12/31/2015% chg
    Total worldwide advertising spending (U.S. dollars in millions)$1,389$93648.4
    Click the Profiles tab at the top of this page to read more about this marketer. Source: Ad Age Datacenter. Total worldwide advertising spending: Promotion and advertising expenses.
    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2014949.67.4
    2015935.65.7
    20161,388.66.1
    Ad costs:

    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)20162015% chg
    Africa2.43.3-27.7
    Asia and Pacific3.81.7128.8
    Europe0.0NANA
    Latin America0.0NANA
    Middle East0.0NANA
    Canada0.0NANA
      Subtotal media outside the U.S.6.25.024.7
      U.S. media spending0.0NANA
      Worldwide measured media$6.2$5.025.4
    For data sources by country, click Sources tab at top of page. U.S. measured media from Kantar Media.
    SALES AND EARNINGS ($ in millions from public documents)
    Tencent Holdings (HKG: 0700)
    WorldwideYear ended 12/31/2016Year ended 12/31/2015% chg
    Sales$22,885$16,55438.2
    Earnings6,1904,63633.5
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 12/31/2016Year ended 12/31/2015% chg
    Mainland China21,74515,49040.4
    Others1,1401,0647.1
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2016Year ended 12/31/2015% chg
    Value-added services16,23812,98225.1
    Online advertising4,0622,81144.5
    Others2,584761239.8
    Connections
    Tencent Holdings
    Ticker: HKG 0700
    Tencent Building, Kejizhongyi Ave., Hi-tech Park, Nanshan District, Shenzhen, China 518057/Phone: 86 755 8601 3388.
    URL: http://www.tencent.com
    Divisions, key executives and agencies

21st Century Fox

Adidas Group

Aeon Co.

Alibaba Group Holding

Alphabet (Google)

Amazon

America Movil

American Express Co.

Anheuser-Busch InBev

Apple

Astellas Pharma

AT&T

Bank of America Corp.

Bayer

Berkshire Hathaway

BMW Group

Bridgestone Corp.

Capital One Financial Corp.

Carrefour

Charter Communications

Citigroup

Coca-Cola Co.

Colgate-Palmolive Co.

Comcast Corp.

Compagnie Financiere Richemont

Coty

Daimler

Danone

Deutsche Telekom (T-Mobile US)

Diageo

eBay

Estee Lauder Cos.

Expedia

Fiat Chrysler Automobiles

Ford Motor Co.

General Motors Co.

GlaxoSmithKline

Heineken

Henkel

Honda Motor Co.

Hyundai Motor Co.

IAC (IAC/InterActiveCorp)

IBM Corp.

Inner Mongolia Yili Industrial Group Co.

Intel Corp.

Johnson & Johnson

JPMorgan Chase & Co.

Kao Corp.

Kering

Kia Motors Corp.

Kohl's Corp.

L'Oreal

LG Electronics

LVMH Moet Hennessy Louis Vuitton

Macy's

Mars Inc.

Maxingvest (Beiersdorf)

Mazda Motor Corp.

McDonald's Corp.

Merck & Co.

Microsoft Corp.

Molson Coors Brewing Co.

Mondelez International

Nestle

Netflix

Nike

Nissan Motor Co.

Novartis

PepsiCo

Pernod Ricard

Pfizer

Priceline Group

Procter & Gamble Co.

PSA Group (Peugeot, Citroen, Opel, Vauxhall)

Rakuten

RB (Reckitt Benckiser Group)

Renault

Rewe Group

SAIC Motor Corp.

Samsung Electronics Co.

Sanofi

Schwarz Gruppe

Seven & i Holdings

SoftBank Group Corp. (Sprint Corp.)

Sony Corp.

Suntory Holdings (Beam Suntory)

Takeda Pharmaceutical Co.

Target Corp.

Tata Motors

Telefonica

Time Warner

Toyota Motor Corp.

Unilever

Verizon Communications

Vodafone Group

Volkswagen

Walmart Stores

Walt Disney Co.

Yum Brands

Marketer profiles for World's 100 Largest Advertisers in 2016

Tencent Holdings [This record free to all users]

Worldwide advertising spending $1.39 billion

79
  • Marketer profile
    Click here to see company's total worldwide advertising spending, measured-media spending by region, key executives and agencies.

    Overview:

    Tencent Holdings Ltd. is an internet services firm operating in China.

    Tencent is incorporated in the Cayman Islands.

    Marketing spending:

    Worldwide ad spending:

    Total worldwide ad spending figures shown in the World's Largest Advertisers report and related database are Tencent's stated worldwide "promotion and advertising expenses" converted to U.S. dollars by Ad Age Datacenter at average exchange rates.

    Stated worldwide promotion and advertising expenses:

    2016: 9.219 billion renminbi ($1.389 billion).
    2015: 5.814 billion renminbi ($936 million).
    2014: 5.833 billion renminbi ($950 million).

    Deals and strategic moves:

    Snap:

    Snap, owner of U.S.-based messaging app Snapchat, in November 2017 disclosed that Tencent had purchased an approximately 12% stake in Snap.

    Tencent was an investor in pre-IPO Snap, which had its initial public offering in March 2017.

    In a U.S. regulatory filing in November 2017, Snap said:

    "We have long been inspired by the creativity and entrepreneurial spirit of Tencent and we are grateful to continue our longstanding and productive relationship that began over four years ago. For its part, Martin Lau, Tencent's president, informed us that Tencent is excited to deepen its shareholding relationship with us, and that it looks forward to sharing ideas and experiences."

    Tesla:

    Tencent as of March 2017 owned about a 5% stake in Tesla, a U.S.-based marketer of electric cars and solar panels.

    Tencent initially bought about a 2.2% Tesla stake in 2016 for about $737 million and then acquired additional stock.

    Supercell:

    Tencent in October 2016 bought a 76.9% stake in Supercell, a mobile game developer in Finland.

    Stock:

    Naspers, an internet, entertainment and media company based in South Africa, owned a 33.25% stake in Tencent as of year-end 2016, according to Tencent's annual report.

    Naspers owns its Tencent stake through a Naspers-controlled entity called MIH TC Holdings. Naspers in 2001 bought its stake in then-obscure Tencent for $32 million. That stake as of November 2017 was worth $166 billion.

    http://www.tencent.com

21st Century Fox

Adidas Group

Aeon Co.

Alibaba Group Holding

Alphabet (Google)

Amazon

America Movil

American Express Co.

Anheuser-Busch InBev

Apple

Astellas Pharma

AT&T

Bank of America Corp.

Bayer

Berkshire Hathaway

BMW Group

Bridgestone Corp.

Capital One Financial Corp.

Carrefour

Charter Communications

Citigroup

Coca-Cola Co.

Colgate-Palmolive Co.

Comcast Corp.

Compagnie Financiere Richemont

Coty

Daimler

Danone

Deutsche Telekom (T-Mobile US)

Diageo

eBay

Estee Lauder Cos.

Expedia

Fiat Chrysler Automobiles

Ford Motor Co.

General Motors Co.

GlaxoSmithKline

Heineken

Henkel

Honda Motor Co.

Hyundai Motor Co.

IAC (IAC/InterActiveCorp)

IBM Corp.

Inner Mongolia Yili Industrial Group Co.

Intel Corp.

Johnson & Johnson

JPMorgan Chase & Co.

Kao Corp.

Kering

Kia Motors Corp.

Kohl's Corp.

L'Oreal

LG Electronics

LVMH Moet Hennessy Louis Vuitton

Macy's

Mars Inc.

Maxingvest (Beiersdorf)

Mazda Motor Corp.

McDonald's Corp.

Merck & Co.

Microsoft Corp.

Molson Coors Brewing Co.

Mondelez International

Nestle

Netflix

Nike

Nissan Motor Co.

Novartis

PepsiCo

Pernod Ricard

Pfizer

Priceline Group

Procter & Gamble Co.

PSA Group (Peugeot, Citroen, Opel, Vauxhall)

Rakuten

RB (Reckitt Benckiser Group)

Renault

Rewe Group

SAIC Motor Corp.

Samsung Electronics Co.

Sanofi

Schwarz Gruppe

Seven & i Holdings

SoftBank Group Corp. (Sprint Corp.)

Sony Corp.

Suntory Holdings (Beam Suntory)

Takeda Pharmaceutical Co.

Target Corp.

Tata Motors

Telefonica

Time Warner

Toyota Motor Corp.

Unilever

Verizon Communications

Vodafone Group

Volkswagen

Walmart Stores

Walt Disney Co.

Yum Brands

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.

Hungary [This record free to all users]

Kantar Media Hungary

  • Measured media spending20162015% chg
    Sanofi148.951.8187.4
    Procter & Gamble Co.131.070.187.0
    RB (Reckitt Benckiser Group)129.372.977.3
    Unilever103.579.130.9
    Schwarz Gruppe102.566.653.8
    Deutsche Telekom (T-Mobile US)81.666.622.5
    Teva76.3102.3-25.5
    Novartis75.855.337.0
    Ferrero74.053.538.3
    Tesco71.646.952.7

    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

Ethiopia

Finland

France

Georgia

Germany

Ghana

Greece

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

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.K.

U.S.

Ukraine

United Arab Emirates

Uruguay

Venezuela

Vietnam

Zambia

Media-measurement companies by country

Links to sources

ABOUT WORLD'S LARGEST ADVERTISERS 2017

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:lpicariello@crain.com.