Among the world’s 100 biggest advertisers, 68 increased spending in 2023, 31 decreased spending and one held spending steady.
The chart below shows marketers with the sharpest worldwide ad spending increases and decreases in 2023 among the Ad Age World’s Largest Advertisers top 100.
E-commerce venture PDD Holdings led the way as its worldwide spending on advertising and incentive programs surged 45% to $10.8 billion in 2023. PDD spent aggressively to build its Temu brand in the U.S.
Warner Bros. Discovery spent $2.4 billion on advertising in 2023, down 28% from Ad Age’s estimate of 2022 pro forma spending. The media company was created when Discovery merged with WarnerMedia in April 2022. Ad Age’s pro forma calculation assumes the combined business operated for all of 2022.
Among the world’s 100 biggest advertisers, 68 increased spending in 2023; 31 decreased spending; and one (Uber Technologies) held spending steady.
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. Amazon kept the prime spot among global advertisers.
The Ad Age World’s Largest Advertisers 2024 ranking was published on Dec. 9, 2024.
Ad Age World’s Largest Advertisers 2023
Ad Age World’s Largest Advertisers 2022
The Ad Age Leading National Advertisers 2024 ranking was published on Oct. 28, 2024.
Ad Age Leading National Advertisers 2023
Ad Age Leading National Advertisers 2022
