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Leading National Advertisers 2022—Ad spending by medium, category and advertiser

Measured-media spending by medium, category and advertiser
By Bradley Johnson and Kevin Brown. Published on June 27, 2022.
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U.S. measured-media spending by medium and by category in 2021 (dollars in billions).

Biggest advertisers by medium based on 2021 U.S. measured-media spending (dollars in millions).

See expanded tables including 2020 spending: AdAge.com/lna2022.

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
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Source: Ad Age Datacenter analysis of data from Kantar. Numbers rounded. More info: kantar.com/media. Expanded tables including 2020 spending: AdAge.com/lna2022.

U.S. measured-media spending by medium:
TV: Broadcast network TV, cable TV networks, spot, syndicated; includes Spanish-language networks.
Magazine: Consumer, Sunday, business-to-business and local magazines; includes Spanish-language magazines.
Newspaper: National and local newspapers; includes Spanish-language newspapers.
Radio: National spot and local.
Spending shown here excludes paid search and network radio; measurement of those categories is undergoing methodological changes.
U.S. measured-media spending for largest categories:
Measured-media figures shown here include TV (broadcast, cable and syndicated), desktop internet display, magazine, newspaper, radio (national spot and local) and outdoor. Table excludes government, politics and religion category and direct response category. Spending shown here excludes paid search and network radio; measurement of those categories is undergoing methodological changes.

Biggest U.S. spenders by medium:
Ad Age aggregated media by type. Spending for advertisers is pro forma reflecting acquisitions and divestitures.
Desktop internet display excludes paid video.
Cable TV networks, broadcast network TV and broadcast spot TV include Spanish-language TV.
Local radio ranking excludes spending done by iHeartMedia and Audacy to promote their holdings.
Magazine includes consumer, Sunday, local, Spanish-language and business-to-business magazines.
Spending shown here excludes paid search and network radio; measurement of those categories is undergoing methodological changes.
About LNA 2022: AdAge.com/aboutlna2022.
 
© 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. 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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