Ad Age Marketer Trees 2019 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.
2018 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 $2.68 billion
10| TOTAL U.S. AD SPENDING | |||
| U.S. | Year ended 12/31/2018 | Year ended 12/31/2017 | % chg |
| Total U.S. advertising spending (U.S. dollars in millions) | $2,682 | $2,643 | 1.5 |
| Source: Ad Age Datacenter. See About Ad Age LNA. | |||
| U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2018 | |||
| U.S. measured-media spending by medium ($ in thousands) | 2018 | 2017 | % chg |
| Magazine | $75 | $3,930 | -98.1 |
| B-to-B magazine | 2,089 | 700 | 198.3 |
| Local magazine | 95 | 82 | 15.5 |
| Local newspaper | 4,645 | 11,825 | -60.7 |
| National newspaper | 4,073 | 7,487 | -45.6 |
| Spanish-language newspaper | 126 | 278 | -54.7 |
| Network TV | 441,551 | 484,933 | -8.9 |
| Spot TV | 81,300 | 88,830 | -8.5 |
| Syndicated TV | 375 | NA | NA |
| Cable TV networks | 205,379 | 231,293 | -11.2 |
| Spanish-language network TV | 52,267 | 53,362 | -2.1 |
| Network radio | NA | 3,198 | NA |
| National spot radio | 14,865 | 19,420 | -23.5 |
| Local radio | 19,537 | 21,540 | -9.3 |
| Outdoor | 21,266 | 30,797 | -30.9 |
| Internet (desktop display only) | 142,539 | 44,318 | 221.6 |
| Paid desktop search | 99,505 | 88,978 | 11.8 |
| Measured media | 1,089,687 | 1,090,973 | -0.1 |
| Media spending by brand | 2018 | 2017 | % chg |
| Verizon | 935,478 | 1,024,144 | -8.7 |
| Yahoo | 110,548 | 28,302 | 290.6 |
| Concert | 12,474 | 0 | NA |
| AOL | 11,624 | 8,312 | 39.9 |
| Measured media from Kantar. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. See About LNA. | |||
| WORLDWIDE AD SPENDING AS PERCENT OF SALES | |||
| Year | Ad costs ($ 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 | |
| 2018 | 2,682.0 | 2.1 | |
| Ad costs: Stated worldwide advertising expense. Figures include ad spending for Verizon Wireless. 2004: Restated. 2003: Restated. 2002: Restated. 2001: Restated. 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 12/31/2018 | Year ended 12/31/201612/31/2017 | % chg |
| Sales | $130,863 | $126,034 | 3.8 |
| Earnings | 15,528 | 30,550 | -49.2 |
| DIVISION SALES | |||
| Division or segment sales ($ in millions) | Year ended 12/31/2018 | Year ended 12/31/201612/31/2017 | % chg |
| Wireless | 91,734 | 87,511 | 4.8 |
| Wireline | 29,760 | 30,680 | -3.0 |
| Corporate and other | 10,942 | 9,387 | 16.6 |
| Eliminations | -1,573 | -1,544 | NA |
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Ad Age Datacenter produced Ad Age Marketer Trees 2019 in June 2019 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 Ad Age Leading National Advertisers 2019 report.
Datacenter directors: Kevin Brown, Bradley Johnson
Senior research editor: Catherine Wolf
Research assistants: Clair Hauser, Taylor Imel, Michael Kuhn and Jake Wittich
How Ad Age Datacenter ranked the Ad Age Leading National Advertisers. Includes methodology.
For information on agencies, see Ad Age Agency Report 2019 and Ad Age Agency Family Trees 2019.
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