DataCenter: Data Tables
Biggest Brands, 2016 edition
| 200 BIGGEST BRANDS | ||||||
| Ranked by total U.S. measured-media spending in 2015. Dollars in millions. | ||||||
| RANK | MEASURED-MEDIA SPENDING | |||||
|---|---|---|---|---|---|---|
| 2015 | 2014 | BRAND | MARKETER | TOTAL 2015 | TOTAL 2014 | % CHG |
| 1 | 1 | AT&T | AT&T | $1,142.6 | $1,275.2 | -10.4 |
| 2 | 3 | Geico | Berkshire Hathaway | 1,106.7 | 1,109.3 | -0.2 |
| 3 | 2 | Verizon | Verizon Communications | 1,030.6 | 1,135.0 | -9.2 |
| 4 | 4 | McDonald's | McDonald's Corp. | 802.1 | 909.7 | -11.8 |
| 5 | 15 | Ford | Ford Motor Co. | 764.3 | 581.1 | 31.5 |
| 6 | 5 | Chevrolet | General Motors Co. | 732.1 | 842.9 | -13.2 |
| 7 | 12 | T-Mobile | Deutsche Telekom (T-Mobile) | 708.4 | 628.8 | 12.7 |
| 8 | 7 | Sprint | SoftBank Group Corp. (Sprint Corp.) | 699.6 | 781.4 | -10.5 |
| 9 | 10 | Nissan | Nissan Motor Co. | 689.8 | 661.1 | 4.3 |
| 10 | 8 | Macy's | Macy's | 664.3 | 721.6 | -7.9 |
| 11 | 6 | Walmart | Walmart Stores | 620.6 | 809.4 | -23.3 |
| 12 | 13 | Samsung | Samsung Electronics Co. | 609.7 | 613.1 | -0.6 |
| 13 | 11 | Apple | Apple | 608.1 | 648.9 | -6.3 |
| 14 | 17 | State Farm | State Farm Mutual Auto Insurance Co. | 542.7 | 522.5 | 3.9 |
| 15 | 9 | Toyota | Toyota Motor Corp. | 520.0 | 680.7 | -23.6 |
| 16 | 18 | Progressive | Progressive Corp. | 515.9 | 520.8 | -1.0 |
| 17 | 20 | Microsoft | Microsoft Corp. | 510.0 | 427.5 | 19.3 |
| 18 | 16 | L'Oreal Paris | L'Oreal | 501.3 | 553.3 | -9.4 |
| 19 | 14 | Target | Target Corp. | 454.9 | 598.3 | -24.0 |
| 20 | 19 | Subway | Doctors Associates | 445.2 | 494.6 | -10.0 |
| 21 | 27 | Amazon | Amazon | 405.1 | 373.9 | 8.3 |
| 22 | 24 | Lexus | Toyota Motor Corp. | 401.7 | 393.4 | 2.1 |
| 23 | 23 | Volkswagen | Volkswagen | 388.3 | 399.2 | -2.7 |
| 24 | 22 | Xfinity | Comcast Corp. | 385.4 | 401.0 | -3.9 |
| 25 | 21 | Budweiser | Anheuser-Busch InBev | 370.5 | 406.7 | -8.9 |
| 26 | 31 | Taco Bell | Yum Brands | 366.1 | 351.1 | 4.3 |
| 27 | 25 | Honda | Honda Motor Co. | 363.9 | 387.7 | -6.1 |
| 28 | 50 | Humira | AbbVie | 355.8 | 255.9 | 39.0 |
| 29 | 59 | Liberty Mutual | Liberty Mutual Insurance Co. | 354.2 | 244.5 | 44.9 |
| 30 | 32 | DirecTV | AT&T | 338.2 | 329.9 | 2.5 |
| 31 | 41 | Hyundai | Hyundai Motor Co. | 331.8 | 281.5 | 17.9 |
| 32 | 29 | Kia | Kia Motors Corp. | 329.2 | 367.1 | -10.3 |
| 33 | 60 | Lyrica | Pfizer | 327.3 | 243.3 | 34.6 |
| 34 | 38 | Mercedes-Benz | Daimler | 320.8 | 303.8 | 5.6 |
| 35 | 26 | Home Depot | Home Depot | 313.9 | 376.1 | -16.6 |
| 36 | 28 | JCPenney | J.C. Penney Co. | 309.3 | 371.8 | -16.8 |
| 37 | 37 | Kohl's | Kohls Corp. | 306.5 | 306.8 | -0.1 |
| 38 | 33 | Lowe's | Lowes Cos. | 296.3 | 318.8 | -7.0 |
| 39 | 35 | Capital One | Capital One Financial Corp. | 292.0 | 309.3 | -5.6 |
| 40 | 39 | Dish | Dish Network Corp. | 288.6 | 295.8 | -2.4 |
| 41 | 36 | Maybelline New York | L'Oreal | 285.5 | 307.6 | -7.2 |
| 42 | 42 | Wendy's | Wendy's Co. | 284.5 | 279.4 | 1.8 |
| 43 | 43 | Subaru | Fuji Heavy Industries | 274.2 | 273.6 | 0.2 |
| 44 | 34 | Nationwide | Nationwide Mutual Insurance Co. | 270.5 | 311.3 | -13.1 |
| 45 | 55 | Jeep | Fiat Chrysler Automobiles | 265.4 | 249.0 | 6.6 |
| 46 | 30 | Allstate | Allstate Corp. | 258.6 | 356.2 | -27.4 |
| 47 | 77 | Lincoln | Ford Motor Co. | 258.1 | 206.6 | 24.9 |
| 48 | 49 | Mazda | Mazda Motor Corp. | 255.6 | 256.4 | -0.3 |
| 49 | 67 | GMC | General Motors Co. | 255.3 | 224.7 | 13.6 |
| 50 | 62 | Burger King | Restaurant Brands International | 255.0 | 235.4 | 8.3 |
| 51 | 45 | Coca-Cola (Coke) | Coca-Cola Co. | 254.2 | 264.9 | -4.1 |
| 52 | 71 | Eliquis | Bristol-Myers Squibb Co. | 248.5 | 216.9 | 14.6 |
| 53 | 89 | MetroPCS | Deutsche Telekom (T-Mobile US) | 248.5 | 171.2 | 45.2 |
| 54 | 68 | Domino's Pizza | Domino's Pizza | 243.3 | 223.0 | 9.1 |
| 55 | 40 | Chase | JPMorgan Chase & Co | 241.8 | 285.5 | -15.3 |
| 56 | 57 | Walgreens | Walgreens Boots Alliance | 237.6 | 247.8 | -4.1 |
| 57 | 72 | American Express | American Express Co. | 234.7 | 215.7 | 8.8 |
| 58 | 64 | Time Warner Cable | Charter Communications | 231.9 | 228.7 | 1.4 |
| 59 | 44 | Alphabet (Google) | 227.0 | 268.5 | -15.5 | |
| 60 | 73 | Buick | General Motors Co. | 222.0 | 215.0 | 3.3 |
| 61 | 54 | KFC | Yum Brands | 218.8 | 249.7 | -12.3 |
| 62 | 48 | Cialis | Eli Lilly & Co. | 217.3 | 261.1 | -16.8 |
| 63 | 87 | Cricket | AT&T | 217.2 | 173.3 | 25.4 |
| 64 | 61 | Hershey | Hershey Co. | 217.1 | 241.8 | -10.2 |
| 65 | 78 | Sonic Drive-In | Sonic Corp. | 212.6 | 205.9 | 3.2 |
| 66 | 56 | Neutrogena | Johnson & Johnson | 211.7 | 248.8 | -14.9 |
| 67 | 58 | Dodge | Fiat Chrysler Automobiles | 205.3 | 244.7 | -16.1 |
| 68 | 47 | Cadillac | General Motors Co. | 203.9 | 262.1 | -22.2 |
| 69 | 70 | Proactiv | Guthy-Renker Corp. | 203.1 | 219.2 | -7.3 |
| 70 | 79 | Ram | Fiat Chrysler Automobiles | 202.4 | 186.7 | 8.4 |
| 71 | 86 | Dove (personal care) | Unilever | 199.7 | 173.8 | 14.8 |
| 72 | 669 | DraftKings | DraftKings | 194.6 | 25.2 | 672.6 |
| 73 | 52 | Citi | Citigroup | 190.7 | 251.5 | -24.2 |
| 74 | 84 | Nutrisystem | Nutrisystem | 190.7 | 178.8 | 6.7 |
| 75 | 126 | Little Caesars | Ilitch Holdings | 188.2 | 131.3 | 43.3 |
| 76 | 102 | UnitedHealthcare | UnitedHealth Group | 184.8 | 150.9 | 22.4 |
| 77 | 106 | Xeljanz | Pfizer | 182.5 | 149.1 | 22.4 |
| 78 | 88 | Quicken Loans | Rock Holdings | 182.0 | 172.9 | 5.3 |
| 79 | 91 | Yoplait | General Mills | 179.6 | 165.0 | 8.9 |
| 80 | 65 | Pizza Hut | Yum Brands | 179.3 | 227.3 | -21.1 |
| 81 | 90 | Rooms To Go | Rooms To Go | 179.2 | 169.4 | 5.7 |
| 82 | 80 | Southwest Airlines | Southwest Airlines | 177.3 | 184.2 | -3.7 |
| 83 | 111 | Ashley Furniture | Ashley Furniture Industries | 176.5 | 145.7 | 21.1 |
| 84 | 46 | Crest | Procter & Gamble Co. | 175.7 | 263.7 | -33.4 |
| 85 | 117 | WeatherTech | MacNeil Automotive Products | 168.2 | 140.7 | 19.6 |
| 86 | 510 | FanDuel | FanDuel | 167.0 | 36.3 | 359.4 |
| 87 | 81 | Sleep Number | Select Comfort Corp. | 164.7 | 180.9 | -9.0 |
| 88 | 85 | Pepsi | PepsiCo | 164.6 | 176.2 | -6.6 |
| 89 | 75 | Bank of America | Bank of America Corp. | 162.4 | 208.4 | -22.1 |
| 90 | 140 | LG | LG Group | 160.3 | 122.4 | 30.9 |
| 91 | 92 | Applebee's | DineEquity | 159.0 | 161.3 | -1.4 |
| 92 | 103 | Coors | SABMiller | 158.2 | 150.6 | 5.0 |
| 93 | 93 | Miller | SABMiller | 157.7 | 160.9 | -2.0 |
| 94 | 53 | Sears | Sears Holdings Corp. | 155.1 | 250.9 | -38.2 |
| 95 | 112 | Comcast | Comcast Corp. | 153.3 | 145.0 | 5.7 |
| 96 | 96 | Chanel | Chanel | 152.6 | 153.8 | -0.8 |
| 97 | 82 | Latuda | Sumitomo Dainippon Pharma Co. (Sunovion) | 151.0 | 180.2 | -16.2 |
| 98 | 76 | Chrysler | Fiat Chrysler Automobiles | 150.7 | 208.2 | -27.6 |
| 99 | 125 | Reese's | Hershey Co. | 148.3 | 131.6 | 12.7 |
| 100 | 51 | Esurance | Allstate Corp. | 148.0 | 252.6 | -41.4 |
| 101 | 200 | U.S. Army | U.S. Government | 147.0 | 90.8 | 61.9 |
| 102 | 74 | Olay | Procter & Gamble Co. | 145.9 | 208.9 | -30.2 |
| 103 | 98 | Kay Jewelers | Signet Group | 145.8 | 153.4 | -5.0 |
| 104 | 228 | Trivago | Expedia | 143.9 | 82.5 | 74.6 |
| 105 | 63 | Garnier | L'Oreal | 143.7 | 228.9 | -37.2 |
| 106 | 120 | USAA | United Services Autos Association | 141.3 | 136.7 | 3.3 |
| 107 | 97 | BMW | BMW | 141.1 | 153.6 | -8.2 |
| 108 | 101 | Farmers Insurance | Zurich Insurance Group | 139.2 | 151.6 | -8.2 |
| 109 | 185 | Kraft | Kraft Heinz Co. | 138.0 | 95.0 | 45.2 |
| 110 | 94 | Olive Garden | Darden Restaurants | 136.9 | 154.4 | -11.3 |
| 111 | 83 | Disney | Walt Disney Co. | 136.9 | 178.8 | -23.4 |
| 112 | 135 | Acura | Honda Motor Co. | 136.2 | 125.3 | 8.7 |
| 113 | 123 | Christian Dior | LVMH Moet Hennessy Louis Vuitton | 136.1 | 136.0 | 0.1 |
| 114 | 572 | Prevnar | Pfizer | 135.5 | 32.0 | 323.0 |
| 115 | 114 | Old Navy | Gap Inc. | 134.9 | 142.8 | -5.6 |
| 116 | NA | Harvoni | Gilead Sciences | 133.7 | 0.0 | NA |
| 117 | 127 | ITT Technical Institute | ITT Educational Services | 133.6 | 130.5 | 2.4 |
| 118 | 144 | Chantix | Pfizer | 132.9 | 119.4 | 11.4 |
| 119 | 66 | Viagra | Pfizer | 131.9 | 226.5 | -41.8 |
| 120 | 95 | Infiniti | Nissan Motor Co. | 131.8 | 154.3 | -14.6 |
| 121 | 122 | NBC | Comcast Corp. | 131.7 | 136.6 | -3.6 |
| 122 | 147 | Wrigley | Mars Inc. | 130.4 | 118.6 | 10.0 |
| 123 | 137 | Dunkin' Donuts | Dunkin' Brands | 130.1 | 123.9 | 5.0 |
| 124 | 99 | Wells Fargo | Wells Fargo & Co. | 129.8 | 152.7 | -15.0 |
| 125 | 115 | Papa John's | Papa Johns International | 129.1 | 142.6 | -9.5 |
| 126 | 218 | Skechers | Skechers USA | 129.0 | 84.8 | 52.1 |
| 127 | 69 | Best Buy | Best Buy Co. | 128.4 | 219.7 | -41.5 |
| 128 | 110 | Gatorade | PepsiCo | 127.4 | 146.3 | -12.9 |
| 129 | 142 | Aveeno | Johnson & Johnson | 126.8 | 120.6 | 5.2 |
| 130 | NA | Opdivo | Bristol-Myers Squibb Co. | 125.9 | 0.0 | NA |
| 131 | 133 | Corona | Constellation Brands | 125.8 | 126.5 | -0.6 |
| 132 | 161 | H&R Block | H&R Block | 123.1 | 109.3 | 12.6 |
| 133 | 149 | Special K | Kellogg Co. | 123.1 | 117.8 | 4.5 |
| 134 | 2,707 | Flonase | GlaxoSmithKline | 122.2 | 0.2 | NA |
| 135 | 104 | CoverGirl | Procter & Gamble Co. | 121.2 | 150.2 | -19.3 |
| 136 | 138 | Arm & Hammer | Church & Dwight Co. | 120.8 | 123.6 | -2.3 |
| 137 | 301 | Farxiga | AstraZeneca | 120.4 | 61.9 | 94.4 |
| 138 | 113 | Audi | Volkswagen | 120.4 | 144.4 | -16.6 |
| 139 | 108 | Colgate | Colgate-Palmolive Co. | 116.7 | 148.0 | -21.1 |
| 140 | 209 | CarMax | CarMax | 116.1 | 88.6 | 30.9 |
| 141 | 480 | Jublia | Valeant Pharmaceuticals International | 115.9 | 39.3 | 195.0 |
| 142 | 153 | Purina | Nestle | 115.3 | 114.3 | 0.8 |
| 143 | 143 | Fidelity | FMR Corp. (Fidelity Investments) | 114.7 | 120.2 | -4.6 |
| 144 | 131 | Aflac | Aflac | 113.9 | 127.1 | -10.4 |
| 145 | 157 | Fox | 21st Century Fox | 113.3 | 111.7 | 1.4 |
| 146 | 145 | Chili's | Brinker International | 113.3 | 119.1 | -4.9 |
| 147 | 311 | Invokana | Johnson & Johnson | 113.3 | 59.4 | 90.6 |
| 148 | 105 | DayQuil, NyQuil, ZzzQuil | Procter & Gamble Co. | 113.1 | 149.2 | -24.2 |
| 149 | 160 | PetSmart | PetSmart | 112.8 | 109.7 | 2.9 |
| 150 | 118 | Revlon | Revlon | 112.7 | 140.3 | -19.7 |
| 151 | 252 | Dannon | Danone Groupe | 112.7 | 73.1 | 54.2 |
| 152 | 154 | AARP | AARP | 112.4 | 112.4 | 0.0 |
| 153 | 128 | Cheerios | General Mills | 112.3 | 129.8 | -13.5 |
| 154 | 148 | Bradford Exchange | Bradford Exchange | 111.5 | 118.5 | -5.9 |
| 155 | 175 | Blue | Blue Buffalo Co. | 111.2 | 100.4 | 10.7 |
| 156 | 181 | Arby's | Roark Capital Group | 110.8 | 96.9 | 14.4 |
| 157 | 132 | M&M's | Mars Inc. | 110.3 | 127.0 | -13.2 |
| 158 | 187 | Popeye's Fried Chicken | AFC Enterprises | 110.2 | 94.2 | 16.9 |
| 159 | 183 | Pampers | Procter & Gamble Co. | 109.8 | 95.6 | 14.9 |
| 160 | 173 | Swiffer | Procter & Gamble Co. | 109.3 | 101.3 | 7.9 |
| 161 | 202 | General Auto Insurance | American Family Mutual Insurance Co. | 108.9 | 90.1 | 20.8 |
| 162 | 235 | Mattress Firm | Mattress Firm Holding Corp. | 108.7 | 78.5 | 38.4 |
| 163 | 165 | Aleve | Bayer | 108.6 | 104.0 | 4.4 |
| 164 | 121 | Dell | Dell | 107.4 | 136.7 | -21.4 |
| 165 | 151 | Lancome | L'Oreal | 106.8 | 115.5 | -7.6 |
| 166 | 190 | Sensodyne | GlaxoSmithKline | 106.6 | 92.5 | 15.2 |
| 167 | 315 | Straight Talk | America Movil | 106.4 | 58.5 | 82.0 |
| 168 | 156 | Xarelto | Johnson & Johnson | 105.9 | 112.2 | -5.6 |
| 169 | 158 | Cox | Cox Enterprises | 105.5 | 110.8 | -4.8 |
| 170 | 220 | Premarin | Pfizer | 105.5 | 84.0 | 25.5 |
| 171 | 162 | Discover | Discover Financial Services | 105.1 | 107.3 | -2.0 |
| 172 | 139 | Red Lobster Restaurant | Red Lobster Seafood Co. | 104.9 | 123.5 | -15.1 |
| 173 | 155 | Febreze | Procter & Gamble Co. | 103.5 | 112.4 | -7.9 |
| 174 | 168 | Kroger | Kroger Co. | 103.4 | 103.0 | 0.4 |
| 175 | 166 | Intuit | Intuit | 102.8 | 103.0 | -0.2 |
| 176 | 184 | Clorox | Clorox Co. | 102.5 | 95.4 | 7.5 |
| 177 | 224 | IBM | IBM Corp. | 100.3 | 83.1 | 20.8 |
| 178 | 124 | Tide | Procter & Gamble Co. | 100.1 | 135.4 | -26.1 |
| 179 | 100 | Kmart | Sears Holdings Corp. | 98.6 | 152.1 | -35.2 |
| 180 | 189 | Payless ShoeSource | Payless Holdings | 98.0 | 92.8 | 5.7 |
| 181 | 194 | Wall Street Journal | News Corp. | 97.7 | 91.9 | 6.3 |
| 182 | 164 | Dr Pepper | Dr Pepper Snapple Group | 97.5 | 104.3 | -6.5 |
| 183 | 119 | Gillette | Procter & Gamble Co. | 97.4 | 137.5 | -29.2 |
| 184 | 204 | Jared the Galleria of Jewelry | Signet Group | 97.3 | 90.0 | 8.1 |
| 185 | 284 | Tamiflu | Roche Holding | 96.7 | 66.2 | 46.1 |
| 186 | NA | Anoro Ellipta | GlaxoSmithKline | 95.7 | 1.9 | NA |
| 187 | 259 | Match.com | IAC (IAC/InterActiveCorp) | 95.6 | 70.8 | 35.1 |
| 188 | 136 | Bankrate | Bankrate | 95.6 | 125.0 | -23.6 |
| 189 | 207 | HP | HP | 95.1 | 89.5 | 6.2 |
| 190 | 199 | ABC | Walt Disney Co. | 94.5 | 90.9 | 3.9 |
| 191 | NA | Belsomra | Merck & Co. | 94.3 | 0.0 | NA |
| 192 | 229 | Pantene | Procter & Gamble Co. | 93.8 | 82.0 | 14.4 |
| 193 | 230 | Advil | Pfizer | 93.2 | 82.0 | 13.7 |
| 194 | 268 | Oscar Mayer | Kraft Heinz Co. | 93.0 | 69.2 | 34.4 |
| 195 | 169 | Heineken | Heineken | 92.9 | 102.7 | -9.5 |
| 196 | 116 | OxiClean | Church & Dwight Co. | 92.9 | 142.6 | -34.9 |
| 197 | 193 | Snickers | Mars Inc. | 92.7 | 92.2 | 0.5 |
| 198 | 215 | Dairy Queen | Berkshire Hathaway | 92.0 | 86.4 | 6.5 |
| 199 | 216 | Claritin | Bayer | 91.9 | 86.0 | 6.8 |
| 200 | 179 | Botox | Allergan | 91.7 | 99.1 | -7.5 |
| Source: Rankings based on Ad Age Datacenter analysis of measured-media data from WPP's Kantar Media. More info: kantarmedia.us. See Methodology at AdAge.com/LNA2016. Ad Age's brands list is a ranking of brands with the highest U.S. measured spending for all goods and services that fall under a given brand but marketed by a single company. Some brands are owned by marketers outside the 200 Leading National Advertisers. 2015 and 2014 rankings shown represent data compiled in 2016. Numbers rounded. | ||||||
