Top 100 marketers by worldwide measured-media spending in 2012. Click Global 100 to see ranking.
Worldwide measured media spending $3.03 billion
6| Measured media spending in millions of U.S. dollars | |||
| By region | 2012 | 2011 | % chg |
| Africa | 71.0 | 54.6 | 30.1 |
| Asia and Pacific | 1,113.2 | 987.6 | 12.7 |
| Europe | 830.5 | 989.8 | -16.1 |
| Latin America | 289.9 | 289.5 | 0.1 |
| Middle East | 322.9 | 178.9 | 80.5 |
| Canada | 16.8 | 21.5 | -21.9 |
| Subtotal media outside the U.S. | 2,644.3 | 2,522.0 | 4.9 |
| U.S. media spending | 384.6 | 391.4 | -1.7 |
| Worldwide | $3,028.9 | $2,913.4 | 4.0 |
CLICK THE PLUS SIGN TO EXPAND. Top 10 marketers by country in 2012 (U.S. dollars in millions) in more than 90 countries and regions. Sources are listed under the country name.
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| Measured media spending | 2012 | 2011 | % chg |
| Procter & Gamble Co. | 92.5 | 105.0 | -11.9 |
| Reckitt Benckiser Group | 75.5 | 78.7 | -4.0 |
| Unilever | 73.7 | 80.8 | -8.8 |
| Bayer | 64.4 | 88.6 | -27.3 |
| Danone Groupe | 60.5 | 50.1 | 20.8 |
| Teva | 57.8 | 21.9 | 163.4 |
| Deutsche Telekom (T-Mobile) | 57.4 | 61.4 | -6.5 |
| L'Oreal | 53.3 | 58.0 | -8.2 |
| Henkel | 47.2 | 63.3 | -25.4 |
| Ferrero | 43.9 | 42.5 | 3.4 |
By region and category, including ZenithOptimedia's worldwide major-media spending forecasts
By measured-media spending
| Measured-media spending | Percent of total | ||||
| Category | 2012 | 2011 | % chg | 2012 | 2011 |
| Personal care | $30,522 | $30,875 | -1.1 | 24.5 | 24.6 |
| Automotive | 26,367 | 26,284 | 0.3 | 21.2 | 21.0 |
| Food and beverages (including alcohol) | 21,328 | 20,878 | 2.2 | 17.2 | 16.6 |
| Entertainment and media | 9,170 | 9,988 | -8.2 | 7.4 | 8.0 |
| Pharmaceuticals | 8,701 | 9,662 | -9.9 | 7.0 | 7.7 |
| Consumer electronics and technology | 7,987 | 7,287 | 9.6 | 6.4 | 5.8 |
| Restaurants | 5,423 | 5,200 | 4.3 | 4.4 | 4.1 |
| Telecommunications | 4,370 | 4,541 | -3.8 | 3.5 | 3.6 |
| Retail | 4,326 | 4,179 | 3.5 | 3.5 | 3.3 |
| Household products | 3,505 | 3,913 | -10.4 | 2.8 | 3.1 |
| Other | 2,643 | 2,643 | -0.0 | 2.1 | 2.1 |
| Total | $124,343 | $125,450 | -0.9 | 100.0 | 100.0 |
| From Ad Age's Global Marketers 2013. Data are U.S. dollars in millions. Figures are Ad Age DataCenter estimates. Other includes financial services, toys and jewelry. | |||||
25 biggest markets in measured-media spending for the world's largest advertiser
| Rank | Market | Measured-media spending in 2012 | Rank in market |
| 1 | U.S. | $3,143 | 1 |
| 2 | China | 1,782 | 1 |
| 3 | Germany | 766 | 1 |
| 4 | Japan | 498 | 6 |
| 5 | United Kingdom | 309 | 2 |
| 6 | France | 251 | 10 |
| 7 | Brazil | 195 | 7 |
| 8 | Canada | 177 | 1 |
| 9 | Belgium | 163 | 1 |
| 10 | Poland | 160 | 4 |
| 11 | India1 | 147 | 2 |
| 12 | Spain | 128 | 2 |
| 13 | Mexico1 | 127 | 2 |
| 14 | Philippines | 126 | 2 |
| 15 | Switzerland | 121 | 3 |
| 16 | Netherlands | 119 | 2 |
| 17 | Italy | 109 | 2 |
| 18 | Russia | 95 | 1 |
| 19 | Hong Kong | 93 | 1 |
| 20 | Hungary | 93 | 1 |
| 21 | Malaysia | 89 | 3 |
| 22 | Argentina | 84 | 5 |
| 23 | Indonesia | 75 | 6 |
| 24 | Thailand | 72 | 4 |
| 25 | Sweden | 62 | 9 |
| Total worldwide | $10,616 | 1 | |
| Figures are U.S. dollars in millions and reflect measured-media ad spending in 2012. In some markets, Ad Age DataCenter discounts estimates. See media-tracking sources by country by clicking the "Sources" tab, and report methodology, below. 1. Ad Age estimate. | |||
Data from ZenithOptimedia
| Major-media spending. Dollars in millions. | |||||
| Rank | Market | 2013 | 2012 | % chg | |
| 1 | U.S. | $166,905 | $161,241 | 3.5 | |
| 2 | Japan | 52,838 | 51,742 | 2.1 | |
| 3 | China | 40,948 | 37,202 | 10.1 | |
| 4 | Germany | 23,184 | 23,433 | -1.1 | |
| 5 | United Kingdom | 20,345 | 19,378 | 5.0 | |
| 6 | Brazil | 15,859 | 15,298 | 3.7 | |
| 7 | Australia | 13,072 | 12,813 | 2.0 | |
| 8 | France | 12,145 | 12,490 | -2.8 | |
| 9 | Canada | 11,589 | 11,630 | -0.4 | |
| 10 | South Korea | 10,612 | 10,738 | -1.2 | |
| 11 | Russia | 10,338 | 9,208 | 12.3 | |
| 12 | Indonesia | 7,403 | 6,151 | 20.4 | |
| 13 | Italy | 6,279 | 7,280 | -13.8 | |
| 14 | India | 5,863 | 5,429 | 8.0 | |
| 15 | Switzerland | 5,718 | 5,660 | 1.0 | |
| 16 | Argentina | 5,674 | 4,494 | 26.3 | |
| 17 | Mexico | 5,500 | 5,201 | 5.8 | |
| 18 | Spain | 5,327 | 5,946 | -10.4 | |
| 19 | Netherlands | 4,815 | 4,841 | -0.5 | |
| 20 | Belgium | 4,642 | 4,634 | 0.2 | |
| 21 | South Africa | 4,391 | 4,020 | 9.2 | |
| 22 | Thailand | 4,370 | 3,846 | 13.6 | |
| 23 | Austria | 4,229 | 4,178 | 1.2 | |
| 24 | Sweden | 3,419 | 3,517 | -2.8 | |
| 25 | Turkey | 3,175 | 2,823 | 12.5 | |
| Total worldwide | 505,416 | 487,820 | 3.6 | ||
| Source: ZenithOptimedia (Advertising Expenditure Forecasts, December 2013). More info: zenithoptimedia.com. | |||||
Data from ZenithOptimedia
| Region | 2014 | 2013 | 2012 |
| Major-media spending (dollars in billions) | |||
| North America | $186.7 | $178.5 | $172.9 |
| Asia Pacific | 158.0 | 148.6 | 140.8 |
| Western Europe | 99.9 | 98.1 | 99.5 |
| Latin America | 42.6 | 38.8 | 35.9 |
| Central and Eastern Europe | 28.6 | 26.7 | 25.2 |
| Middle East and North Africa | 4.7 | 4.4 | 4.2 |
| Rest of world | 11.5 | 10.3 | 9.3 |
| Worldwide | $532.1 | $505.4 | $487.8 |
| Percent change vs. previous year | |||
| North America | 4.6% | 3.3% | 4.5% |
| Asia Pacific | 6.3 | 5.6 | 6.1 |
| Western Europe | 1.9 | -1.4 | -2.4 |
| Latin America | 9.8 | 8.1 | 8.8 |
| Central and Eastern Europe | 7.3 | 5.8 | 3.7 |
| Middle East and North Africa | 7.3 | 4.7 | 1.4 |
| Rest of world | 11.6 | 10.0 | 4.8 |
| Worldwide | 5.3 | 3.6 | 3.7 |
| Major media consist of TV, internet, newspapers, magazines, radio, outdoor and cinema. Numbers rounded. Source: Publicis Groupe's ZenithOptimedia (Advertising Expenditure Forecasts, December 2013). More info: zenithoptimedia.com. | |||
Media-measurement companies by country
By country
