Top 100 marketers by worldwide media spending. Click here to see Global 100 in rank order.
Worldwide measured media spending $2.67 billion
6| Measured media spending in millions of U.S. dollars | |||
| By region | 2008 | 2007 | % chg |
| Africa | 54.6 | 51.5 | 6.1 |
| Asia and Pacific | 676.6 | 589.2 | 14.8 |
| Europe | 1,240.8 | 1,098.5 | 13.0 |
| Latin America | 173.3 | 143.9 | 20.4 |
| Middle East | 75.1 | 65.4 | 14.7 |
| Canada | 10.8 | 11.5 | -6.0 |
| Subtotal media outside the U.S. | 2,231.3 | 1,960.1 | 13.8 |
| U.S. media spending | 441.9 | 395.9 | 11.6 |
| Worldwide | $2,673.2 | $2,356.0 | 13.5 |
CLICK THE PLUS SIGN TO EXPAND. Top 10 marketers by country in 2008 (U.S.$ in millions) in more than 90 countries and regions. Sources are listed under the country name.
MediaXim CIM MDB
| Measured media spending | 2008 | 2007 | % chg |
| Belgacom Group | 122.3 | 103.5 | 18.1 |
| Procter & Gamble Co. | 109.1 | 114.2 | -4.4 |
| Vlaamse Media Maatschappij* | 67.2 | 56.4 | 19.0 |
| Unilever | 67.2 | 56.0 | 19.9 |
| Danone Groupe | 61.5 | 74.4 | -17.4 |
| Volkswagen | 61.0 | 59.9 | 1.9 |
| Reckitt Benckiser | 57.7 | 43.4 | 32.8 |
| Gemeenschappen En Gewesten | 54.7 | NA | NA |
| Carrefour | 54.3 | 24.7 | 120.1 |
| Corelio | 53.3 | 57.6 | -7.5 |
TNS Media Intelligence
| Measured media spending | 2008 | 2007 | % chg |
| Procter & Gamble Co. | 3,367.3 | 3,583.6 | -6.0 |
| Verizon Communications | 2,390.8 | 2,297.4 | 4.1 |
| General Motors Corp. | 2,232.0 | 2,005.3 | 11.3 |
| AT&T | 1,978.8 | 2,208.4 | -10.4 |
| Johnson & Johnson | 1,420.4 | 1,405.9 | 1.0 |
| Time Warner | 1,302.6 | 1,644.7 | -20.8 |
| Walt Disney Co. | 1,258.2 | 1,329.4 | -5.4 |
| General Electric Co. | 1,191.4 | 1,006.3 | 18.4 |
| GlaxoSmithKline | 1,024.7 | 1,154.6 | -11.3 |
| Toyota Motor Corp. | 1,022.0 | 1,062.7 | -3.8 |
Totals by region and category for the 100, plus GroupM's worldwide media spending estimates
Firms with highest portion of world ad budgets in China
| Rank | Advertiser | 2008 measured media spending in China | China ad spending as % of worldwide spending |
| 1 | Yum Brands | $289.5 | 20.5 |
| 2 | Pernod Ricard | 50.2 | 14.9 |
| 2 | Avon Products | 49.6 | 14.9 |
| 4 | Colgate-Palmolive Co. | 145.2 | 13.8 |
| 5 | Procter & Gamble Co. | 1,079.1 | 11.1 |
| 6 | LVMH Moet Hennessy Louis Vuitton | 54.7 | 8.7 |
| 7 | Unilever | 487.0 | 8.5 |
| 8 | L’Oreal | 333.3 | 8.3 |
| 9 | PepsiCo | 105.3 | 7.6 |
| 10 | Nokia Corp. | 32.9 | 7.4 |
U.S. firms on Global 100 with highest non-U.S. ad allocation
| 2008 measured media spending | % of 2008 worldwide | |||
| Rank | Advertiser | U.S. % | Non-U.S. % | revenue from outside the U.S. |
| 1 | Colgate-Palmolive Co. | 14.4 | 85.6 | 76.7 |
| 2 | Coca-Cola Co. | 16.5 | 83.5 | 74.9 |
| 3 | Avon Products | 25.9 | 74.2 | 80.7 |
| 4 | Mars Inc. | 29.2 | 70.8 | NA |
| 5 | Procter & Gamble Co. | 34.6 | 65.4 | 60.7 |
| 6 | Mattel | 41.2 | 58.8 | 48.8 |
| 7 | Ford Motor Co. | 41.4 | 58.7 | 58.7 |
| 8 | McDonald’s Corp. | 41.4 | 58.6 | 65.7 |
| 9 | Coty | 43.8 | 56.2 | NA |
| 10 | Hasbro | 46.2 | 53.8 | 41.8 |
Figures are U.S. dollars in millions
| Measured media spending | Percent of total | ||||
| Region | 2008 | 2007 | % chg | 2008 | 2007 |
| Africa | $780 | $864 | -9.8 | 0.7 | 0.8 |
| Asia and Pacific | 17,590 | 16,636 | 5.7 | 14.9 | 14.5 |
| Europe | 46,260 | 42,747 | 8.2 | 39.2 | 37.4 |
| Latin America | 4,819 | 4,011 | 20.1 | 4.1 | 3.5 |
| Middle East | 1,992 | 1,777 | 12.1 | 1.7 | 1.6 |
| Canada | 2,037 | 2,173 | -6.3 | 1.7 | 1.9 |
| Subtotal spending outside the U.S. | 73,478 | 68,210 | 7.7 | 62.3 | 59.7 |
| U.S. | 44,447 | 46,132 | -3.7 | 37.7 | 40.3 |
| Worldwide | 117,925 | 114,342 | 3.1 | 100.0 | 100.0 |
Figures are U.S. dollars in millions
| Measured media spending | Advertiser | |||
| Category | 2008 | 2007 | % chg | count |
| Automotive | $25,613 | $25,597 | 0.1 | 18 |
| Personal care | 25,480 | 24,630 | 3.4 | 11 |
| Food | 11,914 | 11,356 | 4.9 | 9 |
| Drugs | 10,323 | 10,143 | 1.8 | 11 |
| Entertainment & media | 9,608 | 9,787 | -1.8 | 7 |
| Retail | 5,969 | 5,069 | 17.8 | 8 |
| Restaurants | 4,289 | 3,912 | 9.6 | 4 |
| Soft drinks | 4,064 | 3,861 | 5.3 | 2 |
| Telephone | 3,974 | 3,868 | 2.7 | 4 |
| Cleaners | 3,829 | 3,459 | 10.7 | 3 |
| Beer, wine & liquor | 2,681 | 2,626 | 2.1 | 5 |
| Financial | 2,595 | 2,852 | -9.0 | 6 |
| Electronics & imaging | 2,100 | 1,928 | 8.9 | 3 |
| Technology | 2,035 | 2,299 | -11.5 | 4 |
| Electronics | 1,846 | 1,529 | 20.7 | 2 |
| Toys | 1,607 | 1,425 | 12.8 | 3 |
Group M estimates
| Measured media spending | Percent of total | ||||
| Region | 2008 | 2007 | % chg | 2008 | 2007 |
| Africa | $3,111 | $2,689 | 15.7 | 0.7 | 0.6 |
| Asia and Pacific | 116,866 | 109,982 | 6.3 | 26.5 | 25.4 |
| Europe | 124,643 | 124,299 | 0.3 | 28.3 | 28.7 |
| Latin America | 18,769 | 16,858 | 11.3 | 4.3 | 3.9 |
| Middle East | 9,922 | 8,105 | 22.4 | 2.3 | 1.9 |
| Canada | 9,934 | 9,290 | 6.9 | 2.3 | 2.1 |
| Subtotal spending outside the U.S. | 283,245 | 271,223 | 4.4 | 64.3 | 62.7 |
| U.S. | 157,559 | 161,693 | -2.6 | 35.7 | 37.3 |
| Worldwide | 440,804 | 432,916 | 1.8 | 100.0 | 100.0 |
Media measurement companies by country
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Global accounts: Multinational agency network assignments
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