25 biggest global advertisers, ranked—World’s Largest Advertisers 2024

Ranking of the 25 biggest advertisers in 2023 based on total worldwide ad spending from Ad Age World’s Largest Advertisers 2024. Ad Age ranked Amazon as the world’s biggest advertiser for the third year in a row. Amazon’s worldwide ad and promotion spending came in at $20.3 billion in 2023, down 1.5%. Click on company names in the table below to see marketer profiles. Go to AdAge.com/wla2024 to access expanded data and rankings including a ranking of the world’s top 100 advertisers. More from the World’s Largest Advertisers report: Spending for the top 100 advertisers reached an all-time high in 2023. Consumer packaged goods marketers doubled down with double-digit spending increases. Ad Age World’s Largest Advertisers: 25 biggest spenders Ranked by total worldwide advertising spending in 2023. U.S. dollars in millions. • Click here to get ranking of world's top 100 advertisers. • Click on company name to see marketer profile. • Hover over or click on ad spending figures for additional notes. Rank Marketer Headquarters Total worldwide ad spending 2023 Worldwide percent change 2023 vs. 2022 1 Amazon Seattle $20,300Advertising and promotion spending -1.5%Advertising and promotion spending 2 L’Oréal Clichy, France 14,452Advertising and promotion spending 13.7Advertising and promotion spending 3 Procter & Gamble Co. Cincinnati 12,749Estimated marketing spending. Year ended June 2024 15.4Estimated marketing spending. Year ended June 2024 4 Alibaba Group Holding Hong Kong 12,333Advertising and promotion spending. Year ended March 2024 9.9Advertising and promotion spending. Year ended March 2024 5 LVMH Moët Hennessy Louis Vuitton Paris 11,059Advertising and promotion spending 9.5Advertising and promotion spending 6 PDD Holdings (Pinduoduo, Temu) Dublin 10,814Advertising expenditures and incentive programs 45.3Advertising expenditures and incentive programs 7 Samsung Electronics Co. Suwon, South Korea 9,276Advertising and sales promotion spending -9.7Advertising and sales promotion spending 8 Unilever London 9,247Brand and marketing investment costs 12.1Brand and marketing investment costs 9 Alphabet (Google) Mountain View, California 8,733 Advertising and promotion spending -4.8Advertising and promotion spending 10 Comcast Corp. Philadelphia 7,971Marketing and promotion spending -6.3Marketing and promotion spending 11 Nestlé Vevey, Switzerland 7,939Advertising and marketing expenses 17.0Advertising and marketing expenses 12 Booking Holdings Norwalk, Connecticut 6,773Marketing expenses 13.0Marketing expenses 13 Walt Disney Co. Burbank, California 6,400Ad spending. Year ended September 2023 -11.1Ad spending. Year ended September 2023 14 Anheuser-Busch InBev Leuven, Belgium 5,819Estimated advertising and marketing expenses 4.9Estimated advertising and marketing expenses 15 American Express Co. New York 5,213Marketing expenses -4.5Marketing expenses 16 McDonald's Corp. Chicago 5,180Estimated worldwide systemwide ad spending including spending from franchisees and company-owned restaurants 9.5Estimated worldwide systemwide ad spending including spending from franchisees and company-owned restaurants 17 Volkswagen Wolfsburg, Germany 5,058Estimated ad spending 10.4Estimated ad spending 18 Coca-Cola Co. Atlanta 5,010Ad spending 16.0Ad spending 19 Toyota Motor Corp. Toyota City, Japan 4,927Estimated ad spending. Year ended March 2024 13.6Estimated ad spending. Year ended March 2024 20 JPMorgan Chase & Co. New York 4,591Marketing expenses 17.4Marketing expenses 21 JD.com Beijing 4,494Ad spending 0.9Ad spending 22 Walmart Bentonville, Arkansas 4,400Ad spending 7.3Ad spending 23 Nike Beaverton, Oregon 4,285Advertising and promotion spending. Year ended May 2024 5.5Advertising and promotion spending. Year ended May 2024 24 Capital One Financial Corp. McLean, Virginia 4,009Marketing expenses. Capital One in February 2024 signed a deal to buy Discover Financial Services -0.2Marketing expenses. Capital One in February 2024 signed a deal to buy Discover Financial Services 25 Verizon Communications New York 3,847Ad spending 8.2Ad spending Top 25 $195 billion 6.9% Ad Age World’s Largest Advertisers 2024 Global ad spending, rankings, analysis and profiles for the biggest marketers Click here How the top ranking changed The new ranking’s top 10 (based on 2023 spending) includes the same 10 advertisers as the year-ago ranking (based on 2022 spending), but the order shifted a bit. E-commerce venture PDD Holdings made the biggest move, vaulting to No. 6 from No. 10 as its worldwide spending on advertising and incentive programs soared 45.3% to $10.8 billion. PDD is a multinational e-commerce firm that operates the Pinduoduo and Temu shopping platforms. PDD’s key operations are in China, but it lists Dublin as its principal executive offices, and Temu is based in Boston. L’Oréal remained in second place, and Procter & Gamble Co. moved up a spot to No. 3. Among the rest of the top 10 advertisers, LVMH Moët Hennessy Louis Vuitton and Unilever both rose one spot. Alibaba Group Holding, Samsung Electronics Co., Alphabet (parent of Google) and Comcast Corp. moved down within the top 10. Total worldwide ad spending for the above table’s top 25 advertisers increased 6.9% to $195 billion in 2023. Spending for the top 10 increased 7.0% to $117 billion. Total ad spending for the world’s 100 biggest advertisers advanced 4.9% to a record $365 billion. Ad Age World’s Largest Advertisers 2024 Global ad spending, rankings, analysis and profiles for the biggest marketers Click here Links to Ad Age’s advertiser rankings Latest rankings: worldwide The Ad Age World’s Largest Advertisers 2024 ranking was published Dec. 9, 2024. Past rankings: worldwide Ad Age World’s Largest Advertisers 2023Ad Age World’s Largest Advertisers 2022 Ad Age Leading National Advertisers 2024 U.S. ad spending, rankings, analysis and profiles for the biggest marketers Click here Latest rankings: U.S. The Ad Age Leading National Advertisers 2024 ranking was published Oct. 28, 2024. Past rankings: U.S. Ad Age Leading National Advertisers 2023Ad Age Leading National Advertisers 2022

25 biggest global advertisers, ranked—World’s Largest Advertisers 2024

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