Ad Age's Marketer Trees 2017 shows ad spending, brands, profiles, executives and agency rosters for the 100 biggest U.S. advertisers. Ad Age Datacenter subscribers can click "+" signs to see expanded data. The first record can be viewed for free.
2016 total 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 $1.68 billion
24| TOTAL U.S. AD SPENDING | |||
| U.S. | Year ended 6/30/2016 | Year ended 6/30/2015 | % chg |
| Total U.S. advertising spending (U.S. dollars in millions) | $1,678 | $1,632 | 2.8 |
| Source: Ad Age Datacenter. See methodology. | |||
| U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2016 | |||
| U.S. measured-media spending by medium ($ in thousands) | 2016 | 2015 | % chg |
| Magazine | $26,288 | $39,186 | -32.9 |
| Sunday magazine | 315 | 236 | 33.5 |
| B-to-B magazine | 9,903 | 9,608 | 3.1 |
| Local magazine | 4 | 63 | -93.7 |
| Newspaper | 14,062 | 16,872 | -16.7 |
| National newspaper | 18,146 | 20,926 | -13.3 |
| Spanish-language newspaper | 80 | 33 | 142.4 |
| FSI (freestanding inserts) | 176 | 186 | -5.5 |
| Network TV | 170,139 | 178,550 | -4.7 |
| Spot TV | 4,566 | 10,468 | -56.4 |
| Syndicated TV | 33,065 | 34,431 | -4.0 |
| Cable TV networks | 236,143 | 250,550 | -5.8 |
| Spanish-language network TV | 22,950 | 18,636 | 23.1 |
| Network radio | 1,643 | 2,078 | -20.9 |
| National spot radio | 17,951 | 24,216 | -25.9 |
| Local radio | 19,037 | 20,565 | -7.4 |
| Outdoor | 44,389 | 43,795 | 1.4 |
| Internet (display only) | 11,314 | 23,045 | -50.9 |
| Measured media | 630,171 | 693,444 | -9.1 |
| Media spending by brand | 2016 | 2015 | % chg |
| 20th Century Fox Pictures | 403,269 | 410,592 | -1.8 |
| Fox | 107,654 | 122,415 | -12.1 |
| FX | 36,586 | 40,550 | -9.8 |
| 21st Century Fox video | 27,616 | 37,487 | -26.3 |
| Fox Searchlight Pictures | 26,817 | 65,593 | -59.1 |
| National Geographic | 13,328 | 11,079 | 20.3 |
| Measured media from Kantar Media. See methodology. | |||
| WORLDWIDE AD SPENDING AS PERCENT OF SALES | |||
| Year | Ad costs ($ 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 | |
| 2016 | 2,400.0 | 8.8 | |
| 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 $2.310 billion. Ad spending as percent of sales: Worldwide advertising spending as percent of total revenues. | |||
| SALES AND EARNINGS ($ in millions from public documents) | |||
| 21st Century Fox (Nasdaq: FOX) | |||
| Worldwide | Year ended 6/30/2016 | Year ended 6/30/2015 | % chg |
| Sales | $27,326 | $28,987 | -5.7 |
| Earnings | 2,755 | 8,306 | -66.8 |
| GEOGRAPHIC SALES (year ended 6/30/2016) | |||
| Region ($ in millions) | Year ended 6/30/2016 | Year ended 6/30/2015 | % chg |
| U.S. | 19,100 | 18,200 | 4.9 |
| Rest of world | 4,614 | 4,700 | -1.8 |
| Europe | 3,324 | 5,724 | -41.9 |
| Canada | 288 | 363 | -20.7 |
| DIVISION SALES | |||
| Division or segment sales ($ in millions) | Year ended 6/30/2016 | Year ended 6/30/2015 | % chg |
| Cable network programming | 15,029 | 13,773 | 9.1 |
| Filmed entertainment | 8,505 | 9,525 | -10.7 |
| TV | 5,105 | 4,895 | 4.3 |
| Direct broadcast satellite TV | 0 | 2,112 | NA |
| Other, corporate and eliminations | -1,313 | -1,318 | NA |
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Ad Age Datacenter produced Marketer Trees 2017 in June 2017 as a database with ad spending, brands, profiles, executives and agency rosters for the nation's 100 biggest advertisers. The database is part of the 200 Leading National Advertisers 2017 report.
Datacenter directors: Kevin Brown, Bradley Johnson
Senior Research Editor: Catherine Wolf
Research assistants: Nicole Carrasco, Megan Caruso, Will Judd, Gabrielle Rosas
How Ad Age ranked the 200 Leading National Advertisers. Includes methodology.
For information on agencies, see Agency Report 2017 and Agency Family Trees 2017.
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