Ad Age Marketer Trees 2019

DATABASE OF AD AGE LEADING NATIONAL ADVERTISERS (JUNE 2019)

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.

Verizon Communications [This record free to all users]

U.S. advertising spending $2.68 billion

10
  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2018Year ended 12/31/2017% chg
    Total U.S. advertising spending (U.S. dollars in millions)$2,682$2,6431.5
    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)20182017% chg
    Magazine$75$3,930-98.1
    B-to-B magazine2,089700198.3
    Local magazine958215.5
    Local newspaper4,64511,825-60.7
    National newspaper4,0737,487-45.6
    Spanish-language newspaper126278-54.7
    Network TV441,551484,933-8.9
    Spot TV81,30088,830-8.5
    Syndicated TV375NANA
    Cable TV networks205,379231,293-11.2
    Spanish-language network TV52,26753,362-2.1
    Network radioNA3,198NA
    National spot radio14,86519,420-23.5
    Local radio19,53721,540-9.3
    Outdoor21,26630,797-30.9
    Internet (desktop display only)142,53944,318221.6
    Paid desktop search99,50588,97811.8
      Measured media1,089,6871,090,973-0.1
    Media spending by brand20182017% chg
    Verizon935,4781,024,144-8.7
    Yahoo110,54828,302290.6
    Concert12,4740NA
    AOL11,6248,31239.9
    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
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20112,523.02.3
    20122,381.02.1
    20132,438.02.0
    20142,526.02.0
    20152,749.02.1
    20162,744.02.2
    20172,643.02.1
    20182,682.02.1
    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)
    WorldwideYear ended 12/31/2018Year ended 12/31/201612/31/2017% chg
    Sales$130,863$126,0343.8
    Earnings15,52830,550-49.2
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2018Year ended 12/31/201612/31/2017% chg
    Wireless91,73487,5114.8
    Wireline29,76030,680-3.0
    Corporate and other10,9429,38716.6
    Eliminations-1,573-1,544NA
    Connections
    Verizon 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

AbbVie

Adidas Group

Albertsons Cos.

Allstate Corp.

Alphabet (Google)

Amazon

American Express Co.

Amgen

Anheuser-Busch InBev

Apple

AstraZeneca

AT&T

Bank of America Corp.

Bed Bath & Beyond

Berkshire Hathaway

Best Buy Co.

Booking Holdings

Bristol-Myers Squibb Co.

Capital One Financial Corp.

Charter Communications

Citigroup

Clorox Co.

Coca-Cola Co.

Comcast Corp.

Constellation Brands

Coty

Daimler

Dell Technologies

Deutsche Telekom (T-Mobile US)

Diageo

Discover Financial Services

eBay

Eli Lilly & Co.

EssilorLuxottica

Estee Lauder Cos.

Expedia Group

Facebook

Fiat Chrysler Automobiles

Ford Motor Co.

Gap Inc.

General Motors Co.

GlaxoSmithKline

Henkel

Home Depot

Honda Motor Co.

Hyundai Motor Co.

IAC (IAC/InterActiveCorp)

IBM Corp.

Intuit

J.C. Penney Co.

Johnson & Johnson

JPMorgan Chase & Co.

Keurig Dr Pepper

Kia Motors Corp.

Kohl's Corp.

Kroger Co.

L'Oreal

Liberty Mutual Holding Co.

Lions Gate Entertainment Corp.

Lowe's Cos.

LVMH Moet Hennessy Louis Vuitton

Macy's

Marriott International

Mars Inc.

McDonald's Corp.

Merck & Co.

Microsoft Corp.

Molson Coors Brewing Co.

Nestle

Netflix

Nike

Nissan Motor Co.

Novartis

PepsiCo

Pfizer

Procter & Gamble Co.

Progressive Corp.

RB (Reckitt Benckiser Group)

Restaurant Brands International

Rock Holdings (Quicken Loans)

Samsung Electronics Co.

Sanofi

SoftBank Group Corp. (Sprint Corp.)

Sony Corp.

State Farm Mutual Auto Insurance Co.

Takeda Pharmaceutical Co.

Target Corp.

Toyota Motor Corp.

U.S. Government

Uber Technologies

Unilever

Viacom

Volkswagen

Walgreens Boots Alliance

Walmart

Walt Disney Co.

Wayfair

Wells Fargo & Co.

Yum Brands

ABOUT AD AGE MARKETER TREES 2019

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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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