Ad Age Marketer Trees 2021 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.
2020 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 $953.0 million
46| TOTAL U.S. AD SPENDING | |||
| U.S. | Year ended 12/31/2020 | Year ended 12/31/2019 | % chg |
| Total U.S. advertising spending (U.S. dollars in millions) | $953 | $671 | 42.0 |
| Source: Ad Age Datacenter. See About LNA. | |||
| U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2020 | |||
| U.S. measured-media spending by medium ($ in thousands) | 2020 | 2019 | % chg |
| Magazine | $1,460 | $586 | 149.1 |
| B-to-B magazine | 862 | 627 | 37.4 |
| Local newspaper | 13,364 | 1,257 | 963.0 |
| National newspaper | 10,124 | 1,233 | 721.4 |
| Network TV | 197,948 | 199,059 | -0.6 |
| Spot TV | 7,848 | 6,082 | 29.0 |
| Syndicated TV | 44,827 | 44,818 | 0.0 |
| Cable TV networks | 99,821 | 75,776 | 31.7 |
| Spanish-language network TV | 2,002 | 95 | NA |
| Network radio | 594 | NA | NA |
| National spot radio | 700 | 85 | 724.5 |
| Local radio | 369 | 166 | 122.3 |
| Outdoor | 17,164 | 23,994 | -28.5 |
| Internet (desktop display only) | 20,192 | 21,969 | -8.1 |
| Paid desktop search | 24,089 | 15,767 | 52.8 |
| Measured media | 441,363 | 391,512 | 12.7 |
| Media spending by brand | 2020 | 2019 | % chg |
| 362,086 | 340,675 | 6.3 | |
| Oculus | 77,547 | 43,868 | 76.8 |
| Measured media from Kantar. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. See About LNA. | |||
| WORLDWIDE AD SPENDING AS PERCENT OF SALES | |||
| Year | Ad costs ($ in millions) | Worldwide ad spending as percent of sales | |
| 2009 | 5.0 | 0.6 | |
| 2010 | 8.0 | 0.4 | |
| 2011 | 28.0 | 0.8 | |
| 2012 | 67.0 | 1.3 | |
| 2013 | 117.0 | 1.5 | |
| 2014 | 135.0 | 1.1 | |
| 2015 | 281.0 | 1.6 | |
| 2016 | 310.0 | 1.1 | |
| 2017 | 324.0 | 0.8 | |
| 2018 | 1,100.0 | 2.0 | |
| 2019 | 1,570.0 | 2.2 | |
| 2020 | 2,260.0 | 2.6 | |
| Ad costs: Stated worldwide "advertising expenses." Ad spending as percent of sales: Worldwide "advertising expenses" as percent of "revenue." | |||
| SALES AND EARNINGS ($ in millions from public documents) | |||
| Facebook (Nasdaq: FB) | |||
| Worldwide | Year ended 12/31/2020 | Year ended 12/31/2019 | % chg |
| Sales | $85,965 | $70,697 | 21.6 |
| Earnings | 29,146 | 18,485 | 57.7 |
| GEOGRAPHIC SALES (year ended 12/31/2020) | |||
| Region ($ in millions) | Year ended 12/31/2020 | Year ended 12/31/2019 | % chg |
| US & Canada | 38,433 | 32,206 | 19.3 |
| Europe | 20,349 | 16,826 | 20.9 |
| Asia-Pacific | 19,848 | 15,406 | 28.8 |
| Rest of World | 7,335 | 6,259 | 17.2 |
| DIVISION SALES (year ended 12/31/2020) | |||
| Division or segment sales ($ in millions) | Year ended 12/31/2020 | Year ended 12/31/2019 | % chg |
| Advertising | 84,169 | 69,655 | 20.8 |
| Other revenue | 1,796 | 1,042 | 72.4 |
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Ad Age Datacenter produced Ad Age Marketer Trees 2021 in July 2021 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 2021 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 2021 and Ad Age Agency Family Trees 2021.
Send your ideas to improve Ad Age Marketer Trees. Update us on agency assignments and executives. Report database errors. [email protected].
