Ad Age Marketer Trees 2022

DATABASE OF AD AGE LEADING NATIONAL ADVERTISERS (JUNE 2022)

Ad Age Marketer Trees 2022 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.

2021 total U.S. ad spending and rank. Click plus signs to explore database. Click each division name to see brands, agencies and people.

Target Corp.[This record free to all users]

U.S. advertising spending $1.50 billion

35
  • TOTAL U.S. AD SPENDING
    U.S.Year ended 1/30/2022Year ended 1/30/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,500$1,5000.0
    Source: Ad Age Datacenter. See About 200 LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2021
    U.S. measured-media spending by medium ($ in thousands)20212020% chg
    Magazine$3,010$4,346-30.7
    B-to-B magazine9NANA
    Local magazine13NANA
    Spanish-language magazineNA12NA
    Local newspaper96,523-99.9
    National newspaper6669-4.3
    Spanish-language newspaperNA471NA
    Network TV114,683138,110-17.0
    Spot TV7415,295-86.0
    Syndicated TV7,78013,652-43.0
    Cable TV networks113,025118,137-4.3
    Spanish-language network TV31,31031,790-1.5
    National spot radio1,4611,09833.1
    Local radio7,3223,543106.7
    Outdoor4,6252,81964.1
    Internet (desktop display only)10,24311,468-10.7
      Measured media294,297337,333-12.8
    Media spending by brand20212020% chg
    Target291,095320,406-9.1
    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
    20071,318.02.1
    20081,421.02.3
    20091,346.02.1
    20101,490.02.3
    20111,589.02.3
    20121,620.02.3
    20131,623.02.3
    20141,647.02.3
    20151,472.02.0
    20161,503.02.2
    20171,476.02.1
    20181,494.02.0
    20191,647.02.1
    20201,500.01.6
    20211,500.01.4
    Fiscal years. 2021: Year ended Jan. 29, 2022.

    Ad costs:

    Worldwide gross advertising costs including stated net advertising costs plus stated vendor contributions (cooperative advertising money).

    "Net advertising costs" ("gross advertising costs" excluding "vendor income," or vendor contributions):

    2021: $1.500 billion.
    2020: $1.500 billion.
    2019: $1.647 billion.
    2018: $1.494 billion.
    2017: $1.457 billion.
    2016: $1.465 billion.
    2015: $1.434 billion.
    2014: $1.600 billion.
    2013: $1.548 billion (restated from $1.668 billion).
    2012: $1.389 billion (restated $1.422 billion).
    2011: $1.360 billion.
    2010: $1.292 billion.
    2009: $1.167 billion.
    2008: $1.233 billion.
    2007: $1.195 billion.

    Ad spending as percent of sales:

    Worldwide "gross advertising costs" as percent of "sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Target Corp. (NYSE: TGT)
    WorldwideYear ended 1/30/2022Year ended 1/30/2021% chg
    Sales$106,005$93,56113.3
    Earnings6,9464,36859.0
    Connections
    Target Corp.
    Ticker: NYSE TGT
    1000 Nicollet Mall, Minneapolis, Minn. 55403/Phone: (612) 304-6073.
    URL: https://www.target.com
    Facebook: https://www.facebook.com/target
    Twitter: @Target
    Divisions, key executives and agencies

AbbVie

Adidas

Allstate Corp.

Alphabet (Google)

Amazon

American Express Co.

Amgen

Anheuser-Busch InBev

Apple

AT&T

Bank of America Corp.

Berkshire Hathaway

Best Buy Co.

Booking Holdings

Bristol-Myers Squibb Co.

Capital One Financial Corp.

Charter Communications

Chewy

Citigroup

Clorox Co.

Coca-Cola Co.

Colgate-Palmolive Co.

Comcast Corp.

Constellation Brands

Cox Enterprises

Dell Technologies

Deutsche Telekom (T-Mobile US)

Diageo

Discover Financial Services

DoorDash

DraftKings

Elevance Health

Eli Lilly & Co.

EssilorLuxottica

Estee Lauder Cos.

Expedia Group

Flutter Entertainment

Ford Motor Co.

Gap Inc.

General Motors Co.

Gilead Sciences

GSK

Henkel

Home Depot

Honda Motor Co.

Hyundai Motor Co.

IAC (IAC/InterActiveCorp)

IBM Corp.

Inspire Brands

Intuit

Johnson & Johnson

JPMorgan Chase & Co.

Kohl's Corp.

Kraft Heinz Co.

Kroger Co.

L'Oreal

LendingTree

Liberty Mutual Holding Co.

Lowe's Cos.

LVMH Moet Hennessy Louis Vuitton

Macy's

Mars Inc.

McDonald's Corp.

Merck & Co.

Meta Platforms (Facebook)

Microsoft Corp.

Molson Coors Beverage Co.

Nestle

Netflix

Nike

Nissan Motor Co.

Paramount Global

PepsiCo

Pfizer

Procter & Gamble Co.

Progressive Corp.

Reckitt

Restaurant Brands International

Rocket Cos.

Salesforce

Samsung Electronics Co.

Sanofi

Sony Group Corp.

State Farm Mutual Auto Insurance Co.

Stellantis

Toyota Motor Corp.

U.S. Government

Uber Technologies

Unilever

UnitedHealth Group

Verizon Communications

Volkswagen

Walgreens Boots Alliance

Walmart

Walt Disney Co.

Warner Bros. Discovery

Wayfair

Wells Fargo & Co.

Yum Brands

ABOUT AD AGE MARKETER TREES 2022

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Ad Age Datacenter produced Ad Age Marketer Trees 2022 in July 2022 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 2022 report.

Datacenter directors: Kevin Brown, Bradley Johnson
Research editor: Joy R. Lee
Research assistants: Olivia Fenty, Brian Gilbert, Dana Levi

How Ad Age Datacenter ranked the Ad Age Leading National Advertisers. Includes methodology.

For information on agencies, see Ad Age Agency Report 2022 and Ad Age Agency Family Trees 2022.

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