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.
U.S. advertising spending $1.50 billion
35| TOTAL U.S. AD SPENDING | |||
| U.S. | Year ended 1/30/2022 | Year ended 1/30/2021 | % chg |
| Total U.S. advertising spending (U.S. dollars in millions) | $1,500 | $1,500 | 0.0 |
| Source: Ad Age Datacenter. See About 200 LNA. | |||
| U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2021 | |||
| U.S. measured-media spending by medium ($ in thousands) | 2021 | 2020 | % chg |
| Magazine | $3,010 | $4,346 | -30.7 |
| B-to-B magazine | 9 | NA | NA |
| Local magazine | 13 | NA | NA |
| Spanish-language magazine | NA | 12 | NA |
| Local newspaper | 9 | 6,523 | -99.9 |
| National newspaper | 66 | 69 | -4.3 |
| Spanish-language newspaper | NA | 471 | NA |
| Network TV | 114,683 | 138,110 | -17.0 |
| Spot TV | 741 | 5,295 | -86.0 |
| Syndicated TV | 7,780 | 13,652 | -43.0 |
| Cable TV networks | 113,025 | 118,137 | -4.3 |
| Spanish-language network TV | 31,310 | 31,790 | -1.5 |
| National spot radio | 1,461 | 1,098 | 33.1 |
| Local radio | 7,322 | 3,543 | 106.7 |
| Outdoor | 4,625 | 2,819 | 64.1 |
| Internet (desktop display only) | 10,243 | 11,468 | -10.7 |
| Measured media | 294,297 | 337,333 | -12.8 |
| Media spending by brand | 2021 | 2020 | % chg |
| Target | 291,095 | 320,406 | -9.1 |
| Measured media from Kantar. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. See About LNA. | |||
| WORLDWIDE AD SPENDING AS PERCENT OF SALES | |||
| Year | Ad costs ($ in millions) | Worldwide ad spending as percent of sales | |
| 2007 | 1,318.0 | 2.1 | |
| 2008 | 1,421.0 | 2.3 | |
| 2009 | 1,346.0 | 2.1 | |
| 2010 | 1,490.0 | 2.3 | |
| 2011 | 1,589.0 | 2.3 | |
| 2012 | 1,620.0 | 2.3 | |
| 2013 | 1,623.0 | 2.3 | |
| 2014 | 1,647.0 | 2.3 | |
| 2015 | 1,472.0 | 2.0 | |
| 2016 | 1,503.0 | 2.2 | |
| 2017 | 1,476.0 | 2.1 | |
| 2018 | 1,494.0 | 2.0 | |
| 2019 | 1,647.0 | 2.1 | |
| 2020 | 1,500.0 | 1.6 | |
| 2021 | 1,500.0 | 1.4 | |
| 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) | |||
| Worldwide | Year ended 1/30/2022 | Year ended 1/30/2021 | % chg |
| Sales | $106,005 | $93,561 | 13.3 |
| Earnings | 6,946 | 4,368 | 59.0 |
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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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