Go to 200 Leading National Advertisers 2016 report index
Marketers' "big four" agencies are linked to Agency Family Trees 2016;
click on those links for agency profiles.
Questions? Comments? Updates? Contact us: [email protected]
2015 U.S. ad spending and rank. Click plus signs to explore database. Click each division name to see brands, agencies and people.
U.S. advertising spending $1.63 billion
22| U.S. AD SPENDING ($ in thousands) | |||
| By media | 2015 | 2014 | % chg |
| Magazine | $39,186 | $33,000 | 18.7 |
| Sunday magazine | 236 | 580 | -59.4 |
| B-to-B magazine | 9,483 | 10,106 | -6.2 |
| Local magazine | 63 | 31 | 103.9 |
| Newspaper | 16,922 | 25,303 | -33.1 |
| National newspaper | 20,926 | 15,580 | 34.3 |
| Spanish-language newspaper | 33 | 166 | -80.1 |
| FSI (freestanding inserts) | 186 | 242 | -23.1 |
| Network TV | 178,550 | 199,530 | -10.5 |
| Spot TV | 10,468 | 11,012 | -4.9 |
| Syndicated TV | 34,431 | 31,485 | 9.4 |
| Cable TV networks | 250,550 | 278,540 | -10.0 |
| Spanish-language network TV | 18,636 | 29,707 | -37.3 |
| Network radio | 2,078 | 1,834 | 13.3 |
| National spot radio | 24,216 | 28,348 | -14.6 |
| Local radio | 20,727 | 22,619 | -8.4 |
| Outdoor | 43,789 | 48,554 | -9.8 |
| Measured media | 670,479 | 736,637 | -9.0 |
| Unmeasured spending | 961,977 | 846,820 | 13.6 |
| Total | 1,632,456 | 1,583,456 | 3.1 |
| Media spending by brand | 2015 | 2014 | % chg |
| 20th Century Fox | 402,971 | 461,106 | -12.6 |
| Fox | 113,327 | 111,749 | 1.4 |
| Fox Searchlight Pictures | 61,862 | 46,736 | 32.4 |
| FX | 39,372 | 47,303 | -16.8 |
| DVDs and videos | 37,167 | 51,329 | -27.6 |
| National Geographic Channel | 10,143 | 12,296 | -17.5 |
| Measured media from Kantar Media. Unmeasured spending estimates from Ad Age Datacenter. See methodology. | |||
| AD SPENDING AS PERCENT OF SALES | ||
| Year | Ad costs ($ in millions) | Worldwide ad spending as percent of sales |
| 2010 | 2,161.0 | 9.0 |
| 2011 | 2,200.0 | 9.1 |
| 2012 | 1,900.0 | 7.6 |
| 2013 | 2,200.0 | 7.9 |
| 2014 | 2,900.0 | 9.1 |
| 2015 | 2,600.0 | 9.0 |
| Fiscal years ended June 30. Fiscal 2016: Year ended June 2016. Ad costs: Stated worldwide "advertising expenses." 2012: Restated from $2.012 billion. 2011: Restated from $2.310 billion. Ad spending as percent of sales: Worldwide advertising spending as percent of sales. | ||
| SALES & EARNINGS ($ in millions; for fiscal year ended 6/30/2015 and comparable prior year) | |||
| 21st Century Fox (Nasdaq: FOX) | |||
| Worldwide | 2015 | 2014 | % chg |
| Sales | $28,987 | $31,867 | -9.0 |
| Earnings | 8,306 | 4,514 | 84.0 |
| Geographic sales | 2015 | 2014 | % chg |
| U.S. | 18,200 | 17,400 | 4.6 |
| Europe | 5,724 | 9,745 | -41.3 |
| Rest of world | 4,700 | 4,280 | 9.8 |
| Canada | 363 | 442 | -17.9 |
| Division sales | 2015 | 2014 | % chg |
| Cable network programming | 13,773 | 12,273 | 12.2 |
| Filmed entertainment | 9,525 | 9,679 | -1.6 |
| TV | 4,895 | 5,296 | -7.6 |
| Direct broadcast satellite TV | 2,112 | 6,030 | -65.0 |
| Other, corporate and eliminations | -1,318 | -1,411 | NA |
| Sales and earnings from public documents. | |||
Advertising Age's Datacenter produced Marketer Trees 2016 in June 2016 as an online database application with ad spending, brands, profiles, executives and agency rosters for the nation's 200 largest advertisers.
Senior Research Editor Catherine Wolf and Research Editors Kim Bauer and Shawna Lent coordinated collection of data on brands, executives and agency rosters. Research assistants: Megan Caruso, Ian Fullerton, Scott Haake, Gabrielle Rosas, Kyra Senese and Adam Stern.
To find rankings of marketers by medium, selected market share data and other industry analysis, see 200 Leading National Advertisers 2016 report. For more on how this ranking was compiled, see Methodology.
For more information on agencies, see Agency Report 2016 and Agency Family Trees 2016.
Send your ideas to improve the Marketer Trees. Update us on agency assignments and executives. Report database errors. Email: [email protected]
This document (published June 27, 2016, and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (Copyright 2016) and is for your personal, non-commercial use only. You may not reproduce, display on a website, distribute, sell or republish this document, or the information contained therein, without the prior written consent of The Ad Age Group.
