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Leading National Advertisers 2022—U.S. market leaders and category rankings

2021 share breakouts for marketers and brands
By Bradley Johnson, Kevin Brown and Joy R. Lee. Published on June 27, 2022.
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2021 share breakouts for marketers and brands. Dollars in millions.

Database with ad spending, brands, profiles, executives and agency rosters for 100 biggest advertisers: AdAge.com/marketertrees2022.

More from Ad Age's annual report on marketers: The Leading National Advertisers in 2021 scored the second-biggest spending gain on record, an extraordinary turnaround from the pandemic plunge in 2020.

 

Ad Age Leading National Advertisers 2022

See ad spending, rankings and analysis for the biggest marketers and brands
Click here

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Source: Total U.S. ad spending from Ad Age Datacenter. U.S. measured-media spending from Kantar. More info: kantar.com/media. Numbers rounded.
  About LNA 2022: AdAge.com/aboutlna2022.
Auto marketers: Market share calculations by Ad Age Datacenter based on sales figures from Automotive News Data Center. More info: autonews.com. Market share for cars and light trucks. Total U.S. ad spending for automakers. Excludes dealer advertising. Hyundai Motor Co.: Owns 33.9% of Kia Motors Corp.
U.S. light-vehicle sales: Automotive News Data Center. More info: autonews.com.
Auto brands: Market share calculations by Ad Age Datacenter based on sales figures from Automotive News Data Center. More info: autonews.com. Market share for cars and light trucks. U.S. measured-media spending. Includes all of automaker’s measured-media advertising for that brand; excludes dealer advertising. Industry total: Ad spending is measured-media spending for automakers.
Ad spending per vehicle sold: Calculated by Ad Age Datacenter using Kantar U.S. measured-media spending and Automotive News U.S. sales data. More info: autonews.com. Analysis based on brands selling at least 5,000 vehicles in U.S. in 2021. Ad spending is automaker’s U.S. measured-media spending for that brand.
Retailers: Census Bureau (U.S. retail sales). More info: census.gov. Industry total (U.S. sales): From Census Bureau’s Monthly Retail Trade Survey; U.S. retail sales excluding motor-vehicle and parts dealers, gas stations and fuel dealers. Amazon: Share shown is Ad Age Datacenter estimate.
Restaurants: Technomic 2022 Top 500 Chain Restaurant Report (sales used to calculate market share). More info: technomic.com/reports/industry-reports/top-500. Systemwide sales is franchised plus company-owned restaurants.
Personal care brands: U.S. market share and household penetration from Numerator TruView. More info: numerator.com. Market share calculated by dividing brand's projected dollars by total projected dollars for category. Household penetration calculated by dividing number of unique households that purchased brand by number of households in panel. Household penetration based on panel of 100,000 households weighted and balanced against U.S. Census. Market share data based on Numerator measurement panel of 1 million+ U.S. households. Total personal care measured-media spending based on Kantar’s industry classifications for Cosmetics & Beauty Aids (D100); Personal Hygiene & Health (D200); Hair Products & Accessories (D300); and Men’s Toiletries, Hygienic Goods & Skin Care (D400).
Household product brands: U.S. market share and household penetration from Numerator TruView. More info: numerator.com. Market share calculated by dividing brand's projected dollars by total projected dollars for category. Household penetration calculated by dividing number of unique households that purchased brand by number of households in panel. Household penetration based on panel of 100,000 households weighted and balanced against U.S. Census. Market share data based on Numerator measurement panel of 1 million+ U.S. households. Total household product measured-media spending based on Kantar’s industry classifications for Household Supplies (H300); and Household Soaps, Cleansers & Polishes (H400).
Beverage brands: Beverage Marketing Corp. More info: beveragemarketing.com. Market share data for refreshment beverages based on U.S. sales volume in gallons. Brand includes brand extensions (Coke, for example, includes Coca-Cola, Coca-Cola Zero Sugar and Diet Coke). Nestlé in March 2021 sold Nestlé Waters North America brands (now BlueTriton Brands) to One Rock Capital Partners and Metropoulos & Co.
Beer marketers: Beer Marketer’s Insights (U.S. market share, U.S. industry sales). More info: beerinsights.com. Market share based on total shipments (barrels). U.S. measured-media spending for marketers’ beer brands. Industry total: Beer barrel equals 31 gallons. Selected brands shown. Florida Ice and Farm Co.: Parent of  Fifco USA.
Prescription drug brands: Ad Age Datacenter analysis of U.S. measured-media spending. Share of advertising and industry total category ad spending based on Kantar’s industry classifications for prescription drugs and pharmaceutical houses.
Credit cards: The Nilson Report. More info: nilsonreport.com. Market share of general purpose credit cards based on total purchase volume (spending at merchants for goods and services) in dollars for U.S. credit card issuers. U.S. measured-media spending for companies’ credit cards; ad spending shown does not include direct mail, a key form of marketing in this category. Industry total measured-media spending on credit cards for credit card issuers; excludes Mastercard Inc. and Visa Inc., whose customers are banks that issue cards.
Insurance brands: Ad Age Datacenter analysis of U.S. measured-media spending. Measured spending includes all of company’s advertising for the brand. Share shown is spending on brand (including all of company’s advertising for the brand) as percentage of industry total spending (based on ad spending for Kantar’s industry classifications for life, medical and dental, homeowners and personal property, automobile and business insurance).
Streaming services: Ad Age Datacenter analysis of U.S. measured-media spending. Measured spending includes all of company’s advertising for the brand. Share shown is spending on brand (including all of company’s advertising for the brand) as percentage of industry total spending (based on ad spending for Kantar’s industry classification for OTT (over-the-top) streaming).
© Copyright 2022 Crain Communications Inc. The data and information presented is the property of Crain and others and is protected by copyright and other intellectual property laws. For personal, non-commercial use only, which must be in accordance with Ad Age's Terms and Conditions at AdAge.com/terms. Archiving, reproduction, re-distribution or other uses are prohibited. For licensing arrangements, please contact [email protected].

Ad Age Leading National Advertisers 2022

See ad spending, rankings and analysis for the biggest marketers and brands
Click here

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Bradley Johnson

Bradley Johnson is Ad Age's director of data analytics and runs Ad Age Datacenter with colleague Kevin Brown. Johnson focuses on data and financial topics related to marketing, advertising and media. Johnson has held Ad Age posts in Chicago, Los Angeles and New York including editor at large, deputy editor, interactive editor, bureau chief and reporter.

 

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Kevin Brown

Kevin Brown is Ad Age's director of data management and runs Ad Age's Datacenter with colleague Brad Johnson. Datacenter products include Leading National Advertisers, World's Largest Advertisers, Agency Report and the Ad Age Fact Packs.

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Joy R. Lee

Joy R. Lee is research editor for Ad Age Datacenter. She focuses on data analysis as it relates to marketers and agencies. A Loyola University Chicago alum, she was previously an editor at Goodman Theatre covering in-house productions and audience engagement initiatives.

 

 

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