2017 total U.S. ad spending and rank. Click plus signs to explore database. Click each division name to see brands, agencies and people.
-
| TOTAL U.S. AD SPENDING |
| U.S. | Year ended 12/31/2017 | Year ended 12/31/2016 | % chg |
| Total U.S. advertising spending (U.S. dollars in millions) | $2,643 | $2,744 | -3.7 |
Source: Ad Age Datacenter. See About 200 LNA.
|
| U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2017 |
|
| U.S. measured-media spending by medium ($ in thousands) | 2017 | 2016 | % chg |
| Magazine | $3,930 | $7,270 | -45.9 |
| B-to-B magazine | 700 | 824 | -15.1 |
| Local magazine | 82 | 22 | 271.2 |
| Local newspaper | 11,825 | 29,936 | -60.5 |
| National newspaper | 7,487 | 9,244 | -19.0 |
| Spanish-language newspaper | 278 | 30 | 838.2 |
| Network TV | 484,933 | 444,955 | 9.0 |
| Spot TV | 88,830 | 105,582 | -15.9 |
| Syndicated TV | NA | 12,998 | NA |
| Cable TV networks | 231,293 | 246,735 | -6.3 |
| Spanish-language network TV | 53,362 | 85,904 | -37.9 |
| Network radio | 3,198 | 1,921 | 66.5 |
| National spot radio | 19,420 | 44,352 | -56.2 |
| Local radio | 21,540 | 50,676 | -57.5 |
| Outdoor | 30,797 | 35,961 | -14.4 |
| Measured media | 957,676 | 1,076,409 | -11.0 |
| Internet (display only) | 44,346 | NA | NA |
| Search | 81,821 | NA | NA |
| |
| Media spending by brand | 2017 | 2016 | % chg |
| Verizon | 942,924 | 1,064,057 | -11.4 |
| Go90 | 12,599 | 10,317 | 22.1 |
Measured media from Kantar Media. Measurement methodologies for paid search and internet display spending changed in 2017, so 2016 figures are not comparable and are not shown. Paid search, internet display and free-standing inserts are not included in measured-media subtotal line, which reflects like-for-like spending in TV, radio, print and outdoor. See About 200 LNA.
| WORLDWIDE AD SPENDING AS PERCENT OF SALES |
| | Year | Ad costs ($ in millions) | Worldwide ad spending as percent of sales |
| 2011 | 2,523.0 | 2.3 |
| 2012 | 2,381.0 | 2.1 |
| 2013 | 2,438.0 | 2.0 |
| 2014 | 2,526.0 | 2.0 |
| 2015 | 2,749.0 | 2.1 |
| 2016 | 2,744.0 | 2.2 |
| 2017 | 2,643.0 | 2.1 |
Ad costs:
Stated worldwide advertising expense. Figures include ad spending for Verizon Wireless.
Ad spending as percent of sales:
Worldwide advertising expense as percent of sales. |
|
| SALES AND EARNINGS ($ in millions from public documents) |
| Verizon Communications (NYSE: VZ) |
| Worldwide | Year ended 12/31/2017 | Year ended 12/31/2016 | % chg |
| Sales | $126,034 | $125,980 | 0.0 |
| Earnings | 30,550 | 13,608 | 124.5 |
| |
| DIVISION SALES |
| Division or segment sales ($ in millions) | Year ended 12/31/2017 | Year ended 12/31/2016 | % chg |
| Wireless | 87,511 | 89,186 | -1.9 |
| Wireline | 30,680 | 30,510 | 0.6 |
| Corporate and other | 9,387 | 7,778 | 20.7 |
| Eliminations | -1,544 | -1,494 | NA |
ConnectionsVerizon Communications
Ticker: NYSE
VZ
1095 Avenue of the Americas, New York, N.Y. 10036/Phone: (212) 395-1000.
URL:
http://www.verizon.com
Facebook:
https://www.facebook.com/verizon
Twitter:
@verizon
Divisions, key executives and agencies
