World's 100 Largest Advertisers
| WORLD'S 100 LARGEST ADVERTISERS | |||||||
| TOTAL WORLDWIDE ADVERTISING SPENDING IN 2015. FIGURES ARE MILLIONS OF U.S. DOLLARS. | |||||||
| This ranking is part of Ad Age Datacenter's World's Largest Advertisers 2016 report. The report includes profiles of 100 spenders (companies below link to profiles), rankings of the top 10 advertisers by country and extensive source links. | |||||||
| RANK | TOTAL WORLDWIDE ADVERTISING SPENDING | ||||||
|---|---|---|---|---|---|---|---|
| 2015 | ADVERTISER | HEADQUARTERS | COUNTRY | 2015 | 2014 | % CHG | CATEGORY |
| 1 | Procter & Gamble Co. | Cincinnati | U.S. | $10,428 | $10,662 | -2.2 | Personal care |
| 2 | Unilever | Rotterdam/London | Netherlands/U.K. | 8,890 | 9,525 | -6.7 | Personal care |
| 3 | L'Oreal | Clichy | France | 8,175 | 8,718 | -6.2 | Personal care |
| 4 | Volkswagen | Wolfsburg | Germany | 6,634 | 7,535 | -12.0 | Automotive |
| 5 | Comcast Corp. | Philadelphia | U.S. | 5,943 | 5,086 | 16.9 | Entertainment and media |
| 6 | General Motors Co. | Detroit | U.S. | 5,100 | 5,200 | -1.9 | Automotive |
| 7 | Daimler | Stuttgart | Germany | 4,981 | 5,179 | -3.8 | Automotive |
| 8 | Anheuser-Busch InBev | Leuven | Belgium | 4,796 | 5,177 | -7.3 | Beer, wine and liquor |
| 9 | Nestle | Vevey | Switzerland | 4,620 | 5,013 | -7.8 | Food and beverages |
| 10 | LVMH Moet Hennessy Louis Vuitton | Paris | France | 4,462 | 4,631 | -3.7 | Apparel |
| 11 | Ford Motor Co. | Dearborn, Mich. | U.S. | 4,300 | 4,300 | 0.0 | Automotive |
| 12 | Toyota Motor Corp. | Toyota City | Japan | 4,074 | 3,982 | 2.3 | Automotive |
| 13 | Coca-Cola Co. | Atlanta | U.S. | 3,976 | 3,499 | 13.6 | Food and beverages |
| 14 | Fiat Chrysler Automobiles | London | U.K. | 3,949 | 4,155 | -5.0 | Automotive |
| 15 | Amazon | Seattle | U.S. | 3,800 | 3,300 | 15.2 | Retail |
| 16 | AT&T | Dallas | U.S. | 3,632 | 3,272 | 11.0 | Telecommunications |
| 17 | Samsung Electronics Co. | Suwon | South Korea | 3,429 | 3,585 | -4.4 | Technology |
| 18 | Bayer | Leverkusen | Germany | 3,339 | 3,311 | 0.8 | Personal care |
| 19 | McDonald's Corp. | Oak Brook, Ill. | U.S. | 3,309 | 3,511 | -5.8 | Restaurants |
| 20 | Nike | Beaverton, Ore. | U.S. | 3,278 | 3,213 | 2.0 | Apparel |
| 21 | Sony Corp. | Tokyo | Japan | 3,260 | 4,067 | -19.8 | Entertainment and media |
| 22 | Alphabet (Google) | Mountain View, Calif. | U.S. | 3,186 | 3,004 | 6.1 | Entertainment and media |
| 23 | American Express Co. | New York | U.S. | 3,109 | 3,216 | -3.3 | Financial services |
| 24 | Pfizer | New York | U.S. | 3,100 | 3,100 | 0.0 | Pharmaceuticals |
| 25 | BMW Group | Munich | Germany | 3,072 | 3,206 | -4.2 | Automotive |
| 26 | Priceline Group | Norwalk, Conn. | U.S. | 3,012 | 2,592 | 16.2 | Travel |
| 27 | Honda Motor Co. | Tokyo | Japan | 2,893 | 2,901 | -0.3 | Automotive |
| 28 | Deutsche Telekom (T-Mobile US) | Bonn | Germany | 2,865 | 3,277 | -12.6 | Telecommunications |
| 29 | Nissan Motor Co. | Yokohama-shi, Kanagawa | Japan | 2,851 | 3,082 | -7.5 | Automotive |
| 30 | Estee Lauder Cos. | New York | U.S. | 2,821 | 2,772 | 1.8 | Personal care |
| 31 | Verizon Communications | New York | U.S. | 2,749 | 2,526 | 8.8 | Telecommunications |
| 32 | JPMorgan Chase & Co. | New York | U.S. | 2,708 | 2,550 | 6.2 | Financial services |
| 33 | Walt Disney Co. | Burbank, Calif. | U.S. | 2,600 | 2,800 | -7.1 | Entertainment and media |
| 34 | Time Warner | New York | U.S. | 2,586 | 2,430 | 6.4 | Entertainment and media |
| 35 | Johnson & Johnson | New Brunswick, N.J. | U.S. | 2,500 | 2,600 | -3.8 | Personal care |
| 36 | Walmart Stores | Bentonville, Ark. | U.S. | 2,500 | 2,400 | 4.2 | Retail |
| 37 | 21st Century Fox | New York | U.S. | 2,400 | 2,600 | -7.7 | Entertainment and media |
| 37 | PepsiCo | Purchase, N.Y. | U.S. | 2,400 | 2,300 | 4.3 | Food and beverages |
| 39 | Diageo | London | U.K. | 2,319 | 2,567 | -9.7 | Beer, wine and liquor |
| 40 | Heineken | Amsterdam | Netherlands | 2,278 | 2,560 | -11.0 | Beer, wine and liquor |
| 41 | Yum Brands | Louisville, Ky. | U.S. | 2,195 | 2,209 | -0.6 | Restaurants |
| 42 | Expedia | Bellevue, Wash. | U.S. | 2,100 | 1,600 | 31.3 | Travel |
| 43 | Merck & Co. | Kenilworth, N.J. | U.S. | 2,100 | 2,300 | -8.7 | Pharmaceuticals |
| 44 | Adidas Group | Herzogenaurach | Germany | 2,095 | 2,058 | 1.8 | Apparel |
| 45 | Henkel | Duesseldorf | Germany | 2,009 | 2,184 | -8.0 | Household products |
| 46 | Hyundai Motor Co. | Seoul | South Korea | 1,844 | 1,950 | -5.5 | Automotive |
| 47 | Pernod Ricard | Paris | France | 1,827 | 1,956 | -6.5 | Beer, wine and liquor |
| 48 | Bank of America Corp. | Charlotte, N.C. | U.S. | 1,811 | 1,829 | -1.0 | Financial services |
| 49 | Apple | Cupertino, Calif. | U.S. | 1,800 | 1,200 | 50.0 | Technology |
| 49 | Intel Corp. | Santa Clara, Calif. | U.S. | 1,800 | 1,800 | 0.0 | Technology |
| 51 | Capital One Financial Corp. | McLean, Va. | U.S. | 1,744 | 1,561 | 11.7 | Financial services |
| 52 | RB (Reckitt Benckiser Group) | Slough, Berkshire | U.K. | 1,723 | 1,879 | -8.3 | Personal care |
| 53 | PSA Group (Peugeot, Citroen) | Paris | France | 1,701 | 1,920 | -11.4 | Automotive |
| 54 | Maxingvest (Beiersdorf) | Hamburg | Germany | 1,698 | 1,975 | -14.0 | Personal care |
| 55 | Berkshire Hathaway | Omaha, Neb. | U.S. | 1,683 | 1,625 | 3.6 | Financial services |
| 56 | Mars Inc. | McLean, Va. | U.S. | 1,650 | 1,650 | 0.0 | Food and beverages |
| 57 | GlaxoSmithKline | Brentford, Middlesex | U.K. | 1,619 | 1,106 | 46.4 | Personal care |
| 58 | Aeon | Chiba | Japan | 1,615 | 1,596 | 1.2 | Retail |
| 59 | Microsoft Corp. | Redmond, Wash. | U.S. | 1,600 | 1,900 | -15.8 | Technology |
| 60 | Macy's | Cincinnati | U.S. | 1,587 | 1,602 | -0.9 | Retail |
| 61 | America Movil | Mexico City | Mexico | 1,560 | 1,639 | -4.8 | Telecommunications |
| 62 | Citigroup | New York | U.S. | 1,547 | 1,844 | -16.1 | Financial services |
| 63 | Mondelez International | Deerfield, Ill. | U.S. | 1,542 | 1,552 | -0.6 | Food and beverages |
| 64 | Sanofi | Paris | France | 1,535 | 1,685 | -8.9 | Pharmaceuticals |
| 65 | SoftBank Group Corp. (Sprint Corp.) | Tokyo | Japan | 1,523 | 1,708 | -10.8 | Telecommunications |
| 66 | Colgate-Palmolive Co. | New York | U.S. | 1,491 | 1,784 | -16.4 | Personal care |
| 67 | Novartis | Basel | Switzerland | 1,483 | 1,573 | -5.7 | Pharmaceuticals |
| 68 | Target Corp. | Minneapolis | U.S. | 1,472 | 1,647 | -10.6 | Retail |
| 69 | Seven & i Holdings | Tokyo | Japan | 1,462 | 1,536 | -4.8 | Retail |
| 70 | Kering | Paris | France | 1,454 | 1,521 | -4.4 | Apparel |
| 71 | Renault | Boulogne-Billancourt | France | 1,410 | 1,528 | -7.7 | Automotive |
| 72 | Astellas Pharma | Tokyo | Japan | 1,409 | 1,267 | 11.2 | Pharmaceuticals |
| 73 | Compagnie Financiere Richemont | Geneva | Switzerland | 1,382 | 1,507 | -8.3 | Retail |
| 74 | Vodafone Group | Newbury, Berkshire | U.K. | 1,360 | 1,499 | -9.3 | Telecommunications |
| 75 | Telefonica | Madrid | Spain | 1,295 | 1,397 | -7.3 | Telecommunications |
| 76 | IBM Corp. | Armonk, N.Y. | U.S. | 1,290 | 1,307 | -1.3 | Technology |
| 77 | Danone | Paris | France | 1,245 | 1,405 | -11.4 | Food and beverages |
| 78 | IAC (IAC/InterActiveCorp) | New York | U.S. | 1,200 | 995 | 20.6 | Entertainment and media |
| 79 | Charter Communications | Stamford, Conn. | U.S. | 1,183 | 1,133 | 4.4 | Entertainment and media |
| 80 | Inner Mongolia Yili Industrial Group Co. | Hohhot | China | 1,175 | 753 | 56.0 | Food and beverages |
| 81 | Kohl's Corp. | Menomonee Falls, Minn. | U.S. | 1,171 | 1,189 | -1.5 | Retail |
| 82 | Schwarz Gruppe | Neckarsulm | Germany | 1,142 | 1,265 | -9.7 | Retail |
| 83 | Kia Motors Corp. | Seoul | South Korea | 1,097 | 1,034 | 6.0 | Automotive |
| 84 | Bridgestone Corp. | Tokyo | Japan | 1,061 | 1,179 | -10.0 | Automotive |
| 85 | Tata Motors | Mumbai | India | 1,033 | 1,076 | -4.0 | Automotive |
| 86 | Rewe Group | Cologne | Germany | 1,031 | 1,143 | -9.8 | Retail |
| 87 | Mazda Motor Corp. | Hiroshima | Japan | 1,024 | 1,121 | -8.7 | Automotive |
| 88 | Takeda Pharmaceutical Co. | Osaka | Japan | 1,008 | 1,036 | -2.7 | Pharmaceuticals |
| 89 | eBay | San Jose, Calif. | U.S. | 1,000 | 1,000 | 0.0 | Retail |
| 90 | Carrefour | Boulogne Billancourt | France | 995 | 1,151 | -13.5 | Retail |
| 91 | Tesco | Welwyn Garden City | U.K. | 990 | 1,112 | -11.0 | Retail |
| 92 | Suntory Holdings (Beam Suntory) | Tokyo | Japan | 971 | 1,032 | -5.9 | Beer, wine and liquor |
| 93 | LG Electronics | Seoul | South Korea | 969 | 1,096 | -11.5 | Technology |
| 94 | Coty | New York | U.S. | 968 | 1,008 | -4.0 | Personal care |
| 95 | Tyson Foods | Springdale, Ark. | U.S. | 966 | 641 | 50.7 | Food and beverages |
| 96 | Orange | Paris | France | 944 | 1,117 | -15.4 | Telecommunications |
| 97 | Tencent Holdings | Shenzhen | China | 936 | 950 | -1.5 | Entertainment and media |
| 98 | State Farm Mutual Auto Insurance Co. | Bloomington, Ill. | U.S. | 926 | 844 | 9.8 | Financial services |
| 99 | Kellogg Co. | Battle Creek, Mich. | U.S. | 898 | 1,094 | -17.9 | Food and beverages |
| 100 | Alibaba Group Holding | Hangzhou | China | 875 | 665 | 31.6 | Retail |
| Total for the 100 ($ in billions) | $241 | $245 | -2.0 | ||||
| Source: Ad Age Datacenter. Spending figures from Ad Age Datacenter estimates and company financial filings to capture total worldwide advertising spending, an all-in assessment that includes everything from TV and in-store advertising to social media and mobile. Numbers rounded. Ad Age translated currencies to U.S. dollars at average exchange rates. Notes: 21st Century Fox: Year ended June 2016. Alibaba: Fiscal years ended March 31. Anheuser-Busch InBev: Excludes SABMiller (acquired in October 2016). Astellas Pharma: Fiscal years ended March 31. Advertising and sales promotional expenses. Bank of America: Marketing expenses. Berkshire Hathaway: Estimated total U.S. ad spending. Capital One: Marketing expenses. Charter: Pro forma including Time Warner Cable and Bright House Networks (acquired in May 2016). Citigroup: Advertising and marketing spending. Coty: Year ended June 2016. Excludes ad spending for Procter & Gamble Co.'s beauty-products business, which merged into Coty in October 2016. Deutsche Telekom: Marketing expenses including spending for majority-owned T-Mobile US. Diageo: Marketing costs. Year ended June 2016. Estee Lauder: Year ended June 2016. Honda: Fiscal years ended March 31. Hyundai: Advertisements and sales promotion expenses. JPMorgan Chase: Marketing expenses. Maxingvest: Beiersdorf's worldwide advertising and trade marketing expenses. Maxingvest owns 51% of Beiersdorf. Mazda: Fiscal years ended March 31. McDonald's: Estimated worldwide systemwide ad spending including spending from franchisees and company-owned restaurants. Microsoft: Year ended June 2016. Nike: Year ended May 2016. Nissan: Fiscal years ended March 31. Pernod Ricard: Advertising and promotion. Year ended June 2016. Procter & Gamble: Year ended June 2016. Estimated spending on advertising plus other marketing costs. Seven & i: Advertising and decoration expenses. SoftBank: Fiscal years ended March 31. Ad spending for Sprint Corp. and SoftBank Mobile. Sony: Fiscal years ended March 31. Suntory: Suntory Holdings including Beam Suntory. Takeda: Fiscal years ended March 31. Tata: Fiscal years ended March 31. Tencent: Promotion and advertising expenses. Time Warner: AT&T in October 2016 signed deal to buy Time Warner. Toyota: Fiscal years ended March 31. Tyson: Advertising and promotion expenses. Yili Group: Estimated advertising and promotion expenses. Yum: Estimated worldwide systemwide ad spending including spending from franchisees and company-owned restaurants. Yum Brands in November 2016 spun off China operations as Yum China Holdings. | |||||||
