Total U.S. ad spending for Ad Age’s 100 Leading National Advertisers increased a modest 2.6% in 2023, a pullback from a gain of 8.0% in 2022.
Ad spending for advertisers ranked 101 through 200 rose 2.1% in 2023.
Total ad spending for the 200 Leading National Advertisers in 2023 increased 2.5%. Median increase for the top 200 advertisers: 4.1%.
Among the top 200 advertisers, 122 increased U.S. spending in 2023. The remaining 78 advertisers cut spending.