Ad Age Marketer Trees 2020 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.
2019 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 12/31/2019||Year ended 12/31/2018||% chg|
|Total U.S. advertising spending (U.S. dollars in millions)||$5,484||$5,362||2.3|
|Source: Ad Age Datacenter. See About 200 LNA.|
|U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2019|
|U.S. measured-media spending by medium ($ in thousands)||2019||2018||% chg|
|Cable TV networks||559,583||651,427||-14.1|
|Spanish-language network TV||44,032||60,177||-26.8|
|National spot radio||47,905||37,763||26.9|
|Internet (desktop display only)||45,310||66,850||-32.2|
|Paid desktop search||206,180||187,151||10.2|
|Media spending by brand||2019||2018||% chg|
|Warner Bros. movies||361,038||452,486||-20.2|
|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|
|Ad costs: |
Stated worldwide "advertising expense."
In its 10-K for year ended December 2012, AT&T said it had 2011 worldwide ad expense of $3.135 billion. That was $776 million higher than what AT&T had previously disclosed as its 2011 ad expense in its 10-K for year ended December 2011; in that earlier 10-K, AT&T said it had 2011 ad expense of $2.359 billion. A spokeswoman for AT&T offered this explanation: "In Note 14 of our 2012 annual report, we updated our 2011 advertising expense to reflect a correction; this did not impact any of our financial results for 2011." In its 10-Ks for years ended December 2012 and December 2011, AT&T said it had 2010 worldwide ad expenses of $2.982 billion. In its 10-K for year ended December 2010, AT&T said it had 2010 worldwide ad expenses of $2.989 billion.
Ad spending as percent of sales:
Worldwide "advertising expense" as percent of "operating revenues."
|SALES AND EARNINGS ($ in millions from public documents)|
|AT&T (NYSE: T)|
|Worldwide||Year ended 12/31/2019||Year ended 12/31/2018||% chg|
|GEOGRAPHIC SALES (year ended 12/31/2019)|
|Region ($ in millions)||Year ended 12/31/2019||Year ended 12/31/2018||% chg|
|All other Latin America||3,219||3,055||5.4|
|Division or segment sales ($ in millions)||Year ended 12/31/2019||Year ended 12/31/2018||% chg|
|Corporate and other||1,675||2,150||-22.1|
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Ad Age Datacenter produced Ad Age Marketer Trees 2020 in July 2020 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 2020 report.
Datacenter directors: Kevin Brown, Bradley Johnson
Senior research editor: Catherine Wolf
Research assistants: Nadia Alexandra, Bennett Judd and Joy R. Lee
How Ad Age Datacenter ranked the Ad Age Leading National Advertisers. Includes methodology.
For information on agencies, see Ad Age Agency Report 2020 and Ad Age Agency Family Trees 2020.
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