50 biggest US advertisers, ranked—Leading National Advertisers 2024

Ranking of the 50 biggest advertisers in 2023 based on total U.S. ad spending from Ad Age Leading National Advertisers 2024. Ad Age ranked Amazon as the nation’s top advertiser for the fifth consecutive year. Amazon’s estimated U.S. ad and promotion spending came in at $13.3 billion in 2023, down about 1%. Ad Age Leading National Advertisers: 50 biggest spenders Ranked by total U.S. advertising spending in 2023. U.S. dollars in millions. • Click here to get ranking of top 200 U.S. advertisers. • Click on company name to see marketer profile. • Hover over or click on ad spending figures for additional notes. Rank Marketer Headquarters Total U.S. ad spending 2023 Percent change 2023 vs. 2022 1 Amazon Seattle $13,303Estimated advertising and promotion spending -1.3%Estimated advertising and promotion spending 2 Comcast Corp. Philadelphia 6,188Estimated marketing and promotion spending -8.4Estimated marketing and promotion spending 3 Procter & Gamble Co. Cincinnati 6,144Estimated marketing spending. Year ended June 2024 17.9Estimated marketing spending. Year ended June 2024 4 Walt Disney Co. Burbank, California 4,361Estimated ad spending. Year ended September 2023 -13.7Estimated ad spending. Year ended September 2023 5 Alphabet (Google) Mountain View, California 4,156Estimated advertising and promotion spending -5.0Estimated advertising and promotion spending 6 American Express Co. New York 4,061Estimated marketing expenses -5.0Estimated marketing expenses 7 Verizon Communications New York 3,847Ad spending 8.2Ad spending 8 Capital One Financial Corp. McLean, Virginia 3,829Estimated marketing expenses. Capital One in February 2024 signed a deal to buy Discover Financial Services -0.2Estimated marketing expenses. Capital One in February 2024 signed a deal to buy Discover Financial Services 9 Charter Communications Stamford, Connecticut 3,653Sales and marketing expenses 1.9Sales and marketing expenses 10 Walmart Bentonville, Arkansas 3,612Estimated ad spending 5.9Estimated ad spending 11 JPMorgan Chase & Co. New York 3,578Estimated marketing expenses 21.7Estimated marketing expenses 12 L’Oréal Clichy, France 3,517Estimated advertising and promotion spending 15.8Estimated advertising and promotion spending 13 General Motors Co. Detroit 2,911Estimated advertising and promotion spending -10.3Estimated advertising and promotion spending 14 Pfizer New York 2,816Estimated ad spending 30.7Estimated ad spending 15 LVMH Moët Hennessy Louis Vuitton Paris 2,794Estimated advertising and promotion spending 1.6Estimated advertising and promotion spending 16 Nestlé Vevey, Switzerland 2,564Estimated advertising and marketing expenses 17.7Estimated advertising and marketing expenses 17 Deutsche Telekom (T-Mobile US) Bonn, Germany 2,500Ad spending 8.7Ad spending 18 AT&T Dallas 2,464Estimated ad spending 4.2Estimated ad spending 19 Expedia Group Seattle 2,411Estimated ad spending -9.1Estimated ad spending 20 Paramount Global New York 2,344Estimated ad spending 7.6Estimated ad spending 21 PepsiCo Purchase, New York 2,167Estimated ad spending 8.3Estimated ad spending 22 Booking Holdings Norwalk, Connecticut 2,141Estimated marketing expenses 13.0Estimated marketing expenses 23 McDonald's Corp. Chicago 2,125Estimated U.S. systemwide ad spending including spending from franchisees and company-owned restaurants 9.0Estimated U.S. systemwide ad spending including spending from franchisees and company-owned restaurants 24 Samsung Electronics Co. Suwon, South Korea 2,096Estimated advertising and sales promotion spending -18.4Estimated advertising and sales promotion spending 25 AbbVie North Chicago, Illinois 1,948Estimated ad spending 9.0Estimated ad spending 26 Unilever London 1,900Estimated marketing spending 14.2Estimated marketing spending 27 Stellantis Lijnden, Netherlands 1,861Estimated ad spending 1.3Estimated ad spending 28 Coca-Cola Co. Atlanta 1,812Estimated ad spending 17.1Estimated ad spending 29 Merck & Co. Rahway, New Jersey 1,695Estimated advertising and promotion spending 5.6Estimated advertising and promotion spending 30 Bank of America Corp. Charlotte, North Carolina 1,673Estimated marketing expenses 5.0Estimated marketing expenses 31 Nike Beaverton, Oregon 1,670Estimated advertising and promotion spending excluding estimated cooperative ad spending. Year ended May 2024 3.9Estimated advertising and promotion spending excluding estimated cooperative ad spending. Year ended May 2024 32 Ford Motor Co. Dearborn, Michigan 1,660Estimated ad spending 13.1Estimated ad spending 33 Warner Bros. Discovery New York 1,646Estimated ad spending (2023) and estimated pro forma ad spending (2022). Discovery on April 8, 2022, changed its name to Warner Bros. Discovery after merging with WarnerMedia, formerly a business segment of AT&T -29.6Estimated ad spending (2023) and estimated pro forma ad spending (2022). Discovery on April 8, 2022, changed its name to Warner Bros. Discovery after merging with WarnerMedia, formerly a business segment of AT&T 34 Progressive Corp. Mayfield Village, Ohio 1,600Ad spending -21.3Ad spending 35 Toyota Motor Corp. Toyota City, Japan 1,548Estimated ad spending. Year ended March 2024 -0.1Estimated ad spending. Year ended March 2024 36 Diageo London 1,537Estimated marketing expenses. Year ended June 2024 -0.2Estimated marketing expenses. Year ended June 2024 37 Anheuser-Busch InBev Leuven, Belgium 1,468 Estimated advertising and marketing expenses 4.9Estimated advertising and marketing expenses 38 Target Corp. Minneapolis 1,400Net advertising costs -6.7Net advertising costs 39 Intuit Mountain View, California 1,380Estimated ad spending. Year ended July 2023 -6.3Estimated ad spending. Year ended July 2023 40 Yum Brands Louisville, Kentucky 1,321Estimated U.S. systemwide ad spending including spending from franchisees and company-owned restaurants 5.4Estimated U.S. systemwide ad spending including spending from franchisees and company-owned restaurants 41 Inspire Brands Atlanta 1,313Estimated U.S. systemwide ad spending including spending from franchisees and company-owned restaurants 3.6Estimated U.S. systemwide ad spending including spending from franchisees and company-owned restaurants 42 U.S. Government Washington 1,236Estimated ad spending 18.1Estimated ad spending 43 Wayfair Boston 1,220Estimated ad spending -3.3Estimated ad spending 44 Macy's New York 1,210Gross advertising and promotional costs -4.3Gross advertising and promotional costs 45 Berkshire Hathaway Omaha, Nebraska 1,200Estimated ad spending -10.7Estimated ad spending 46 PDD Holdings (Pinduoduo, Temu) Dublin 1,191U.S. measured-media spending from Vivvix, including paid social data from Pathmatics 2,007.8U.S. measured-media spending from Vivvix, including paid social data from Pathmatics 47 Bristol-Myers Squibb Co. Princeton, New Jersey 1,191Estimated advertising and product promotion expenses 8.4Estimated advertising and product promotion expenses 48 Flutter Entertainment Dublin 1,184Estimated sales and marketing costs. Owns FanDuel -1.4Estimated sales and marketing costs. Owns FanDuel 49 DoorDash San Francisco 1,171Estimated ad spending 12.1Estimated ad spending 50 Discover Financial Services Riverwoods, Illinois 1,164Marketing and business development expenses. Capital One Financial Corp. in February 2024 signed a deal to buy Discover 12.5Marketing and business development expenses. Capital One Financial Corp. in February 2024 signed a deal to buy Discover Top 50 $127.8 billion 2.6% Amazon first took the No. 1 spot based on spending in 2019, when it displaced Comcast Corp. as the biggest advertiser. Amazon kept the top spot based on estimated spending in calendar years 2020 through 2023. E-commerce venture PDD Holdings, spending like a billionaire to build its Temu brand, makes its Leading National Advertisers debut as the No. 46 U.S. advertiser in 2023. PDD’s estimated U.S. ad spending surged to $1.2 billion in 2023 from just $57 million in 2022. 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. Go to AdAge.com/lna2024 to access expanded data and rankings including a ranking of the top 200 advertisers. More from the Leading National Advertisers report: Modest spending growth, with some surprises. Consumer packaged goods marketers bet big on advertising while some major internet ventures pulled back. Links to Ad Age’s advertiser rankings Latest rankings: U.S. The Ad Age Leading National Advertisers 2024 ranking was published on Oct. 28, 2024. Ad Age Leading National Advertisers 2024 U.S. ad spending, rankings, analysis and profiles for the biggest marketers Click here Past rankings: U.S. Ad Age Leading National Advertisers 2023Ad Age Leading National Advertisers 2022 Latest rankings: worldwide The Ad Age World’s Largest Advertisers 2024 ranking will be published in December 2024. Ad Age World’s Largest Advertisers 2023 Ad spending, rankings and analysis for the top 100 advertisers Click here Past rankings: worldwide Ad Age World’s Largest Advertisers 2023Ad Age World’s Largest Advertisers 2022

50 biggest US advertisers, ranked—Leading National Advertisers 2024

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