| SECOND 100 LEADING NATIONAL ADVERTISERS | ||||||||||||||
| RANKED BY TOTAL U.S. ADVERTISING SPENDING IN 2013. Dollars in millions. | ||||||||||||||
| RANK | TOTAL U.S. AD SPENDING | 2013 SPENDING BREAKOUT | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 2013 | 2012 | MARKETER | HEADQUARTERS | 2013 | 2012 | % CHG | ESTIMATED UNMEASURED | MEASURED MEDIA | ||||||
| 101 | 109 | Adidas Group | Herzogenaurach, Germany | $389.9 | $386.5 | 0.9 | $271.9 | $118.1 | ||||||
| 102 | 123 | Pernod Ricard | Paris | 389.0 | 336.0 | 15.8 | 349.7 | 39.3 | ||||||
| 103 | 116 | Chanel | Paris | 386.4 | 362.0 | 6.7 | 237.6 | 148.8 | ||||||
| 104 | 108 | Burger King Worldwide | Miami | 382.6 | 386.8 | -1.1 | 125.3 | 257.4 | ||||||
| 105 | 120 | VF Corp. | Greensboro, N.C. | 382.3 | 338.5 | 12.9 | 239.3 | 143.0 | ||||||
| 106 | 95 | Lions Gate Entertainment Corp. | Santa Monica, Calif. | 379.1 | 418.4 | -9.4 | 58.1 | 321.0 | ||||||
| 107 | 90 | Zurich Financial Services Group | Zurich | 376.4 | 456.1 | -17.5 | 184.4 | 192.0 | ||||||
| 108 | 96 | Safeway | Pleasanton, Calif. | 372.6 | 416.7 | -10.6 | 238.8 | 133.8 | ||||||
| 109 | 113 | Church & Dwight | Ewing, N.J. | 371.8 | 374.8 | -0.8 | 0.0 | 371.8 | ||||||
| 110 | 136 | Priceline Group | Norwalk, Conn. | 368.5 | 299.2 | 23.1 | 241.4 | 127.1 | ||||||
| 111 | 100 | Hewlett-Packard Co. | Palo Alto, Calif. | 367.7 | 408.7 | -10.0 | 252.9 | 114.8 | ||||||
| 112 | 119 | Dunkin' Brands Group | Canton, Mass. | 362.8 | 338.7 | 7.1 | 233.8 | 129.0 | ||||||
| 113 | 141 | Mazda Motor Corp. | Hiroshima, Japan | 360.7 | 286.9 | 25.7 | 88.4 | 272.3 | ||||||
| 114 | 92 | Campbell Soup Co. | Camden, N.J. | 360.0 | 430.4 | -16.4 | 0.0 | 360.0 | ||||||
| 115 | 107 | U.S. Bancorp | Minneapolis | 357.0 | 388.0 | -8.0 | 314.0 | 43.0 | ||||||
| 116 | 126 | Charter Communications | St. Louis | 357.0 | 325.0 | 9.8 | 312.0 | 45.0 | ||||||
| 117 | 191 | Liberty Interactive Corp. | Englewood, Colo. | 356.1 | 188.9 | 88.5 | 314.1 | 42.0 | ||||||
| 118 | 103 | Coty | New York | 354.5 | 398.3 | -11.0 | 132.9 | 221.7 | ||||||
| 119 | 118 | Wendy's | Dublin, Ohio | 351.5 | 347.0 | 1.3 | 61.8 | 289.7 | ||||||
| 120 | 133 | Nationwide Financial Services | Columbus, Ohio | 350.3 | 309.6 | 13.1 | 44.1 | 306.2 | ||||||
| 121 | 115 | Staples | Framingham, Mass. | 349.9 | 367.3 | -4.7 | 275.1 | 74.8 | ||||||
| 122 | 104 | Liberty Mutual Insurance Co. | Boston | 344.4 | 394.2 | -12.6 | 159.4 | 185.0 | ||||||
| 123 | 134 | Luxottica Group | Milan/Port Washington, N.Y. | 343.6 | 307.9 | 11.6 | 202.0 | 141.6 | ||||||
| 124 | 94 | Amgen | Thousand Oaks, Calif. | 337.7 | 423.3 | -20.2 | 130.9 | 206.9 | ||||||
| 125 | 122 | Novartis | Basel, Switzerland | 335.8 | 337.1 | -0.4 | 126.1 | 209.7 | ||||||
| 126 | 131 | Heineken | Amsterdam | 330.5 | 311.3 | 6.2 | 207.1 | 123.4 | ||||||
| 127 | 162 | Abbott Laboratories | Abbott Park, Ill. | 328.4 | 232.7 | 41.2 | 142.8 | 185.6 | ||||||
| 128 | 135 | MasterCard | Purchase, N.Y. | 328.0 | 302.3 | 8.5 | 199.4 | 128.6 | ||||||
| 129 | 130 | Intel Corp. | Santa Clara, Calif. | 327.7 | 313.0 | 4.7 | 242.3 | 85.4 | ||||||
| 130 | 102 | CVS Caremark Corp. | Woonsocket, R.I. | 325.5 | 402.6 | -19.1 | 244.3 | 81.3 | ||||||
| 131 | 145 | Bacardi Ltd. | Hamilton, Bermuda | 322.5 | 279.8 | 15.2 | 232.0 | 90.5 | ||||||
| 132 | 121 | Bose Corp. | Framingham, Mass. | 320.0 | 337.5 | -5.2 | 110.5 | 209.5 | ||||||
| 133 | 106 | SC Johnson | Racine, Wis. | 316.1 | 389.0 | -18.7 | 52.3 | 263.8 | ||||||
| 134 | 128 | FMR Corp. (Fidelity Investments) | Boston | 311.6 | 319.6 | -2.5 | 93.5 | 218.1 | ||||||
| 135 | 129 | Advance Publications | Staten Island, N.Y. | 304.1 | 318.5 | -4.5 | 89.6 | 214.4 | ||||||
| 136 | 137 | Fedex Corp. | Memphis, Tenn. | 302.1 | 294.3 | 2.6 | 215.5 | 86.6 | ||||||
| 137 | 153 | Fuji Heavy Industries (Subaru) | Tokyo | 300.1 | 252.1 | 19.0 | 73.5 | 226.6 | ||||||
| 138 | 166 | TJX Cos. | Framingham, Mass. | 298.6 | 226.9 | 31.6 | 81.9 | 216.7 | ||||||
| 139 | 125 | UnitedHealth Group | Minnetonka, Minn. | 298.5 | 326.7 | -8.6 | 119.4 | 179.1 | ||||||
| 140 | 148 | Carnival Corp. | Miami | 294.4 | 272.4 | 8.1 | 205.5 | 88.9 | ||||||
| 141 | 140 | DineEquity | Glendale, Calif. | 293.7 | 287.9 | 2.0 | 59.8 | 233.8 | ||||||
| 142 | 132 | Mondelez International | Deerfield, Ill. | 290.8 | 309.7 | -6.1 | 90.9 | 200.0 | ||||||
| 143 | 142 | LG Group | Seoul | 287.1 | 285.0 | 0.7 | 187.2 | 99.8 | ||||||
| 144 | 99 | Dell | Round Rock, Texas | 281.7 | 413.0 | -31.8 | 148.3 | 133.5 | ||||||
| 145 | 124 | General Electric Co. | Fairfield, Conn. | 277.1 | 327.8 | -15.4 | 113.5 | 163.7 | ||||||
| 146 | 201 | Rock Holdings (Quicken Loans) | Detroit | 276.9 | 169.7 | 63.2 | 102.4 | 174.4 | ||||||
| 147 | 139 | BMW | Munich, Germany | 274.5 | 288.0 | -4.7 | 107.1 | 167.4 | ||||||
| 148 | 138 | Office Depot | Boca Raton, Fla. | 273.0 | 288.3 | -5.3 | 168.0 | 105.0 | ||||||
| 149 | 147 | Nintendo Co. | Kyoto, Japan | 269.6 | 275.4 | -2.1 | 212.3 | 57.3 | ||||||
| 150 | 149 | Toys R Us | Wayne, N.J. | 263.7 | 270.2 | -2.4 | 124.2 | 139.5 | ||||||
| 151 | 156 | Lego Group | Billund, Denmark | 257.0 | 246.5 | 4.3 | 172.2 | 84.8 | ||||||
| 152 | 159 | Charles Schwab Corp. | San Francisco | 257.0 | 241.0 | 6.6 | 76.3 | 180.7 | ||||||
| 153 | 171 | Netflix | Los Gatos, Calif. | 253.7 | 218.3 | 16.2 | 110.5 | 143.2 | ||||||
| 154 | 167 | Signet Jewelers | Hamilton, Bermuda | 252.0 | 224.3 | 12.4 | 0.0 | 252.0 | ||||||
| 155 | 144 | Canon | Tokyo | 251.7 | 281.6 | -10.6 | 172.3 | 79.4 | ||||||
| 156 | 189 | Constellation Brands | Victor, N.Y. | 247.2 | 189.1 | 30.7 | 114.3 | 132.9 | ||||||
| 157 | 151 | H&R Block | Kansas City, Mo. | 247.1 | 256.4 | -3.6 | 63.3 | 183.8 | ||||||
| 158 | 161 | Compagnie Financiere Richemont | Geneva | 246.5 | 238.2 | 3.5 | 152.8 | 93.7 | ||||||
| 159 | 146 | PNC Financial Services Group | Pittsburgh | 246.0 | 279.0 | -11.8 | 173.4 | 72.6 | ||||||
| 160 | 179 | Elizabeth Arden | Miramar, Fla. | 242.5 | 205.0 | 18.3 | 194.2 | 48.3 | ||||||
| 161 | 195 | Tata Motors | Mumbai, India | 240.8 | 182.5 | 31.9 | 93.9 | 146.9 | ||||||
| 162 | 143 | United Parcel Service | Atlanta | 240.0 | 284.1 | -15.5 | 144.0 | 96.0 | ||||||
| 163 | 154 | TD Ameritrade Holding Corp. | Omaha, Neb. | 239.0 | 248.0 | -3.6 | 46.2 | 192.8 | ||||||
| 164 | 188 | Kering | Paris | 237.3 | 189.9 | 25.0 | 147.1 | 90.2 | ||||||
| 165 | 172 | BlackRock | New York | 233.2 | 217.8 | 7.1 | 166.0 | 67.2 | ||||||
| 166 | 112 | Boehringer Ingelheim | Ingelheim, Germany | 232.6 | 376.4 | -38.2 | 92.7 | 139.9 | ||||||
| 167 | 158 | Rooms To Go | Seffner, Fla. | 230.2 | 241.6 | -4.7 | 57.6 | 172.7 | ||||||
| 168 | 178 | Otsuka Holdings Co. | Tokyo | 225.4 | 206.2 | 9.3 | 83.4 | 142.0 | ||||||
| 169 | 150 | Hilton Worldwide Holdings | McLean, Va. | 224.3 | 269.1 | -16.6 | 101.0 | 123.4 | ||||||
| 170 | 157 | BlackBerry | Waterloo, Ontario | 224.1 | 241.9 | -7.4 | 129.2 | 94.9 | ||||||
| 171 | 182 | Dick's Sporting Goods | Coraopolis, Pa. | 223.9 | 201.0 | 11.4 | 142.3 | 81.6 | ||||||
| 172 | 163 | Energizer Holdings | St. Louis | 222.4 | 231.8 | -4.1 | 33.3 | 189.1 | ||||||
| 173 | 174 | Domino's Pizza | Ann Arbor, Mich. | 219.5 | 210.0 | 4.5 | 14.1 | 205.4 | ||||||
| 174 | 180 | AARP | Washington | 217.9 | 204.1 | 6.8 | 131.3 | 86.5 | ||||||
| 175 | 177 | Publix Super Markets | Lakeland, Fla. | 217.5 | 208.3 | 4.4 | 151.6 | 65.9 | ||||||
| 176 | 194 | ITT Educational Services | Carmel, Ind. | 216.8 | 185.9 | 16.6 | 108.4 | 108.4 | ||||||
| 177 | 176 | Sonic Corp. | Oklahoma City | 214.7 | 208.5 | 3.0 | 15.8 | 198.9 | ||||||
| 178 | 160 | Telephone & Data Systems (U.S. Cellular) | Chicago | 212.8 | 240.9 | -11.7 | 177.3 | 35.5 | ||||||
| 179 | 173 | PVH Corp. | New York | 212.6 | 212.5 | 0.0 | 85.2 | 127.3 | ||||||
| 180 | 184 | Activision Blizzard | Santa Monica, Calif. | 211.2 | 198.7 | 6.3 | 138.8 | 72.5 | ||||||
| 181 | 190 | CenturyLink | Monroe, La. | 210.0 | 189.0 | 11.1 | 106.6 | 103.4 | ||||||
| 182 | 219 | Intuit | Mountain View, Calif. | 208.3 | 159.3 | 30.7 | 0.0 | 208.3 | ||||||
| 183 | 186 | Sherwin-Williams Co. | Cleveland | 208.0 | 193.9 | 7.3 | 148.2 | 59.8 | ||||||
| 184 | 168 | Southwest Airlines Co. | Dallas | 208.0 | 223.0 | -6.7 | 6.6 | 201.4 | ||||||
| 185 | 185 | Suntory Holdings (Beam Suntory) | Deerfield, Ill. | 207.2 | 197.3 | 5.1 | 145.9 | 61.3 | ||||||
| 186 | 169 | DeVry | Downers Grove, Ill. | 205.8 | 221.0 | -6.9 | 101.1 | 104.7 | ||||||
| 187 | 155 | Weight Watchers International | New York | 202.6 | 246.8 | -17.9 | 66.4 | 136.2 | ||||||
| 188 | 183 | Brinker International | Dallas | 200.1 | 200.6 | -0.3 | 79.4 | 120.8 | ||||||
| 189 | 251 | Weinstein Co. | New York | 200.1 | 129.0 | 55.1 | 40.0 | 160.1 | ||||||
| 190 | 170 | Hasbro | Pawtucket, R.I. | 195.6 | 218.5 | -10.5 | 109.1 | 86.5 | ||||||
| 191 | 187 | News Corp. | New York | 183.9 | 193.9 | -5.1 | 60.5 | 123.4 | ||||||
| 192 | 198 | Caesars Entertainment Corp. | Las Vegas | 182.5 | 175.6 | 3.9 | 132.0 | 50.6 | ||||||
| 193 | 199 | Ilitch Holdings (Little Caesars) | Detroit | 181.5 | 174.0 | 4.3 | 55.2 | 126.3 | ||||||
| 194 | 218 | Toronto-Dominion Bank (TD Bank Group) | Toronto | 181.0 | 159.5 | 13.5 | 118.3 | 62.7 | ||||||
| 195 | 232 | Liberty Media Corp. (Sirius) | Englewood, Colo. | 181.0 | 143.8 | 25.8 | 175.4 | 5.6 | ||||||
| 196 | 225 | Novo Nordisk | Bagsvaerd, Denmark | 180.0 | 149.6 | 20.3 | 71.7 | 108.2 | ||||||
| 197 | 202 | Royal Caribbean Cruises | Miami | 178.3 | 169.0 | 5.5 | 97.4 | 80.9 | ||||||
| 198 | 231 | Relativity Media | Beverly Hills, Calif. | 176.9 | 144.9 | 22.0 | 35.4 | 141.5 | ||||||
| 199 | 197 | RadioShack Corp. | Fort Worth, Texas | 176.2 | 175.8 | 0.2 | 98.3 | 77.9 | ||||||
| 200 | 204 | Papa John's International | Louisville, Ky. | 174.0 | 166.9 | 4.2 | 43.4 | 130.6 | ||||||
| Source: Ad Age DataCenter. Numbers rounded. 2013 and 2012 rankings based on data compiled in 2014. Measured media from WPP's Kantar Media (kantarmedia.us) based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. See Methodology. See ranking for Nos. 1 to 100: AdAge.com/lna2014. | ||||||||||||||
DataCenter: Advertising Spending
