Total ad spending for the world’s 100 biggest advertisers grew modestly in 2022, according to Ad Age’s annual global report. But spending patterns varied greatly, with a mix of sharp spending increases and decreases across companies, countries and categories.
Ad Age World’s Largest Advertisers 2023 shows who’s up (and down).
Top line: Quick links to rankings and charts
Big picture: Analysis of top marketers’ worldwide ad spending
Global ad spending for U.S.-based marketers scored a solid gain last year. Overall spending rose slightly for major European advertisers and fell for marketers based in Asia.
Spending for the top 100 advertisers increased in nine of 14 marketer categories in 2022.
One big travel marketer boosted spending 58% in 2022. Meanwhile, a major internet company slashed spending 42%.
The 2023 tally for marketers won’t be clear until after public companies disclose full-year financial results starting in the early months of 2024. But Ad Age’s analysis of the latest quarterly reports from marketers shows higher spending overall, although some companies have pulled back on marketing amid economic and business challenges.
Biggest year-to-date gain: A fast-growing e-commerce venture that powered up first-half 2023 spending on sales and marketing by about 50%. That company last year spent more than $7 billion on advertising and promotion—up from just $17 million back in 2016.
