WORLD’S LARGEST ADVERTISERS 2017

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Top 100 marketers by total worldwide advertising in 2016. Click World's 100 Largest Advertisers to see ranking.

Tencent Holdings [This record free to all users]

Worldwide advertising spending $1.39 billion

79
  • TOTAL WORLDWIDE AD SPENDING
    WorldwideYear ended 12/31/2016Year ended 12/31/2015% chg
    Total worldwide advertising spending (U.S. dollars in millions)$1,389$93648.4
    Click the Profiles tab at the top of this page to read more about this marketer. Source: Ad Age Datacenter. Total worldwide advertising spending: Promotion and advertising expenses.
    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2014949.67.4
    2015935.65.7
    20161,388.66.1
    Ad costs:

    Stated worldwide "promotion and advertising expenses" converted to U.S. dollars by Ad Age Datacenter at average exchange rates.

    2016: 9.219 billion renminbi.
    2015: 5.814 billion renminbi.
    2014: 5.833 billion renminbi.

    Ad spending as percent of sales:

    Worldwide "promotion and advertising expenses" as percent of worldwide "revenues."
    MEASURED-MEDIA SPENDING BY REGION IN 2016
    By region ($ in millions)20162015% chg
    Africa2.43.3-27.7
    Asia and Pacific3.81.7128.8
    Europe0.0NANA
    Latin America0.0NANA
    Middle East0.0NANA
    Canada0.0NANA
      Subtotal media outside the U.S.6.25.024.7
      U.S. media spending0.0NANA
      Worldwide measured media$6.2$5.025.4
    For data sources by country, click Sources tab at top of page. U.S. measured media from Kantar Media.
    SALES AND EARNINGS ($ in millions from public documents)
    Tencent Holdings (HKG: 0700)
    WorldwideYear ended 12/31/2016Year ended 12/31/2015% chg
    Sales$22,885$16,55438.2
    Earnings6,1904,63633.5
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 12/31/2016Year ended 12/31/2015% chg
    Mainland China21,74515,49040.4
    Others1,1401,0647.1
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2016Year ended 12/31/2015% chg
    Value-added services16,23812,98225.1
    Online advertising4,0622,81144.5
    Others2,584761239.8
    Connections
    Tencent Holdings
    Ticker: HKG 0700
    Tencent Building, Kejizhongyi Ave., Hi-tech Park, Nanshan District, Shenzhen, China 518057/Phone: 86 755 8601 3388.
    URL: http://www.tencent.com
    Divisions, key executives and agencies

21st Century Fox

Adidas Group

Aeon Co.

Alibaba Group Holding

Alphabet (Google)

Amazon

America Movil

American Express Co.

Anheuser-Busch InBev

Apple

Astellas Pharma

AT&T

Bank of America Corp.

Bayer

Berkshire Hathaway

BMW Group

Bridgestone Corp.

Capital One Financial Corp.

Carrefour

Charter Communications

Citigroup

Coca-Cola Co.

Colgate-Palmolive Co.

Comcast Corp.

Compagnie Financiere Richemont

Coty

Daimler

Danone

Deutsche Telekom (T-Mobile US)

Diageo

eBay

Estee Lauder Cos.

Expedia

Fiat Chrysler Automobiles

Ford Motor Co.

General Motors Co.

GlaxoSmithKline

Heineken

Henkel

Honda Motor Co.

Hyundai Motor Co.

IAC (IAC/InterActiveCorp)

IBM Corp.

Inner Mongolia Yili Industrial Group Co.

Intel Corp.

Johnson & Johnson

JPMorgan Chase & Co.

Kao Corp.

Kering

Kia Motors Corp.

Kohl's Corp.

L'Oreal

LG Electronics

LVMH Moet Hennessy Louis Vuitton

Macy's

Mars Inc.

Maxingvest (Beiersdorf)

Mazda Motor Corp.

McDonald's Corp.

Merck & Co.

Microsoft Corp.

Molson Coors Brewing Co.

Mondelez International

Nestle

Netflix

Nike

Nissan Motor Co.

Novartis

PepsiCo

Pernod Ricard

Pfizer

Priceline Group

Procter & Gamble Co.

PSA Group (Peugeot, Citroen, Opel, Vauxhall)

Rakuten

RB (Reckitt Benckiser Group)

Renault

Rewe Group

SAIC Motor Corp.

Samsung Electronics Co.

Sanofi

Schwarz Gruppe

Seven & i Holdings

SoftBank Group Corp. (Sprint Corp.)

Sony Corp.

Suntory Holdings (Beam Suntory)

Takeda Pharmaceutical Co.

Target Corp.

Tata Motors

Telefonica

Time Warner

Toyota Motor Corp.

Unilever

Verizon Communications

Vodafone Group

Volkswagen

Walmart Stores

Walt Disney Co.

Yum Brands

Marketer profiles for World's 100 Largest Advertisers in 2016

Tencent Holdings [This record free to all users]

Worldwide advertising spending $1.39 billion

79
  • Marketer profile
    Click here to see company's total worldwide advertising spending, measured-media spending by region, key executives and agencies.

    Overview:

    Tencent Holdings Ltd. is an internet services firm operating in China.

    Tencent is incorporated in the Cayman Islands.

    Marketing spending:

    Worldwide ad spending:

    Total worldwide ad spending figures shown in the World's Largest Advertisers report and related database are Tencent's stated worldwide "promotion and advertising expenses" converted to U.S. dollars by Ad Age Datacenter at average exchange rates.

    Stated worldwide promotion and advertising expenses:

    2016: 9.219 billion renminbi ($1.389 billion).
    2015: 5.814 billion renminbi ($936 million).
    2014: 5.833 billion renminbi ($950 million).

    Deals and strategic moves:

    Snap:

    Snap, owner of U.S.-based messaging app Snapchat, in November 2017 disclosed that Tencent had purchased an approximately 12% stake in Snap.

    Tencent was an investor in pre-IPO Snap, which had its initial public offering in March 2017.

    In a U.S. regulatory filing in November 2017, Snap said:

    "We have long been inspired by the creativity and entrepreneurial spirit of Tencent and we are grateful to continue our longstanding and productive relationship that began over four years ago. For its part, Martin Lau, Tencent's president, informed us that Tencent is excited to deepen its shareholding relationship with us, and that it looks forward to sharing ideas and experiences."

    Tesla:

    Tencent as of March 2017 owned about a 5% stake in Tesla, a U.S.-based marketer of electric cars and solar panels.

    Tencent initially bought about a 2.2% Tesla stake in 2016 for about $737 million and then acquired additional stock.

    Supercell:

    Tencent in October 2016 bought a 76.9% stake in Supercell, a mobile game developer in Finland.

    Stock:

    Naspers, an internet, entertainment and media company based in South Africa, owned a 33.25% stake in Tencent as of year-end 2016, according to Tencent's annual report.

    Naspers owns its Tencent stake through a Naspers-controlled entity called MIH TC Holdings. Naspers in 2001 bought its stake in then-obscure Tencent for $32 million. That stake as of November 2017 was worth $166 billion.

    http://www.tencent.com

21st Century Fox

Adidas Group

Aeon Co.

Alibaba Group Holding

Alphabet (Google)

Amazon

America Movil

American Express Co.

Anheuser-Busch InBev

Apple

Astellas Pharma

AT&T

Bank of America Corp.

Bayer

Berkshire Hathaway

BMW Group

Bridgestone Corp.

Capital One Financial Corp.

Carrefour

Charter Communications

Citigroup

Coca-Cola Co.

Colgate-Palmolive Co.

Comcast Corp.

Compagnie Financiere Richemont

Coty

Daimler

Danone

Deutsche Telekom (T-Mobile US)

Diageo

eBay

Estee Lauder Cos.

Expedia

Fiat Chrysler Automobiles

Ford Motor Co.

General Motors Co.

GlaxoSmithKline

Heineken

Henkel

Honda Motor Co.

Hyundai Motor Co.

IAC (IAC/InterActiveCorp)

IBM Corp.

Inner Mongolia Yili Industrial Group Co.

Intel Corp.

Johnson & Johnson

JPMorgan Chase & Co.

Kao Corp.

Kering

Kia Motors Corp.

Kohl's Corp.

L'Oreal

LG Electronics

LVMH Moet Hennessy Louis Vuitton

Macy's

Mars Inc.

Maxingvest (Beiersdorf)

Mazda Motor Corp.

McDonald's Corp.

Merck & Co.

Microsoft Corp.

Molson Coors Brewing Co.

Mondelez International

Nestle

Netflix

Nike

Nissan Motor Co.

Novartis

PepsiCo

Pernod Ricard

Pfizer

Priceline Group

Procter & Gamble Co.

PSA Group (Peugeot, Citroen, Opel, Vauxhall)

Rakuten

RB (Reckitt Benckiser Group)

Renault

Rewe Group

SAIC Motor Corp.

Samsung Electronics Co.

Sanofi

Schwarz Gruppe

Seven & i Holdings

SoftBank Group Corp. (Sprint Corp.)

Sony Corp.

Suntory Holdings (Beam Suntory)

Takeda Pharmaceutical Co.

Target Corp.

Tata Motors

Telefonica

Time Warner

Toyota Motor Corp.

Unilever

Verizon Communications

Vodafone Group

Volkswagen

Walmart Stores

Walt Disney Co.

Yum Brands

Top 10 marketers by country in 2016 (U.S. dollars in millions) in more than 90 countries and markets. Sources are listed under the country name. Click the plus sign to expand.

Hungary [This record free to all users]

Kantar Media Hungary

  • Measured media spending20162015% chg
    Sanofi148.951.8187.4
    Procter & Gamble Co.131.070.187.0
    RB (Reckitt Benckiser Group)129.372.977.3
    Unilever103.579.130.9
    Schwarz Gruppe102.566.653.8
    Deutsche Telekom (T-Mobile US)81.666.622.5
    Teva76.3102.3-25.5
    Novartis75.855.337.0
    Ferrero74.053.538.3
    Tesco71.646.952.7

    Figures are in millions of U.S. dollars. Data from Kantar Media Hungary.

    http://www.kantarmedia.hu

Algeria

Argentina

Australia

Azerbaijan

Bahrain

Belarus

Belgium

Bosnia and Herzegovina

Brazil

Bulgaria

Canada

Chile

China

Colombia

Costa Rica

Croatia

Cyprus

Czech Republic

Denmark

Ecuador

Egypt

Estonia

Ethiopia

Finland

France

Georgia

Germany

Ghana

Greece

Guatemala

Hong Kong

India

Indonesia

Ireland

Israel

Italy

Ivory Coast

Japan

Jordan

Kazakhstan

Kenya

Kuwait

Latvia

Lebanon

Lithuania

Macedonia

Malaysia

Mexico

Moldova

Morocco

Mozambique

Nepal

Netherlands

New Zealand

Nicaragua

Norway

Oman

Pakistan

Pan Arab

Panama

Paraguay

Peru

Philippines

Poland

Portugal

Puerto Rico

Qatar

Romania

Russia

Saudi Arabia

Serbia

Singapore

Slovak Republic

Slovenia

South Africa

South Korea

Spain

Sri Lanka

Sweden

Switzerland

Taiwan

Tanzania

Thailand

Tunisia

Turkey

U.K.

U.S.

Ukraine

United Arab Emirates

Uruguay

Venezuela

Vietnam

Zambia

Media-measurement companies by country

Links to sources

By country. Click the plus sign to expand.