Ad Age Marketer Trees 2023 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.
U.S. advertising spending $663.2 million
92| TOTAL U.S. AD SPENDING | |||
| U.S. | Year ended 12/25/2022 | Year ended 12/25/2021 | % chg |
| Total U.S. advertising spending (U.S. dollars in millions) | $663 | $742 | -10.7 |
| Source: Ad Age Datacenter. See About LNA. | |||
| U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022 | |||
| U.S. measured-media spending by medium ($ in thousands) | 2022 | 2021 | % chg |
| Paid search | 1,115 | 2,370 | -53.0 |
| Other measured digital media | 56,060 | 123,221 | -54.5 |
| Ad-supported video on demand | 7,487 | 15,019 | -50.1 |
| Network TV | 13,470 | 10,941 | 23.1 |
| Spot TV | 940 | 107 | 782.2 |
| Syndicated TV | 1,773 | 1,314 | 35.0 |
| Cable TV networks | 88,849 | 151,552 | -41.4 |
| Spanish-language network TV | 4,156 | 334 | NA |
| National spot radio | 14 | 918 | -98.4 |
| Local radio | 230 | 445 | -48.4 |
| Magazine | 26,709 | 54,741 | -51.2 |
| Sunday magazine | NA | 2,150 | NA |
| B-to-B magazine | 10 | 12 | -12.1 |
| Local magazine | NA | 14 | NA |
| Outdoor | 5,032 | 1,397 | 260.1 |
| Newspaper | 762 | NA | NA |
| Total measured media | 206,607 | 364,533 | -43.3 |
| U.S. measured-media spending by brand ($ in thousands) | 2022 | 2021 | % chg |
| Kraft | 65,875 | 124,507 | -47.1 |
| Oscar Mayer | 33,764 | 28,399 | 18.9 |
| Lunchables | 32,584 | 53,570 | -39.2 |
| Philadelphia | 29,717 | 43,730 | -32.0 |
| Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023. | |||
| WORLDWIDE AD SPENDING AS PERCENT OF SALES | |||
| Year | Ad costs ($ in millions) | Worldwide ad spending as percent of sales | |
| 2012 | 640.0 | 3.5 | |
| 2013 | 747.0 | 4.1 | |
| 2014 | 652.0 | 3.6 | |
| 2015 | 464.0 | 2.5 | |
| 2016 | 708.0 | 2.7 | |
| 2017 | 629.0 | 2.4 | |
| 2018 | 584.0 | 2.2 | |
| 2019 | 976.0 | 3.9 | |
| 2020 | 1,070.0 | 4.1 | |
| 2021 | 1,039.0 | 4.0 | |
| 2022 | 945.0 | 3.6 | |
| Kraft Heinz Co. operates on a 52- or 53-week fiscal year ending on the last Saturday in December. The company was created July 2, 2015, when H.J. Heinz Holding Corp. bought Kraft Foods Group. At the closing of the merger, H.J. Heinz Holding Corp. was renamed Kraft Heinz Co. Ad costs: In its February 2022 10-K, Kraft Heinz disclosed an expanded definition of "advertising expenses": "In 2021, we updated our definition of advertising expenses to reflect a more comprehensive view of costs that promote our brands to create or stimulate a desire to buy our products. Our definition of advertising expenses now includes advertising production costs, in-store advertising costs, agency fees, brand promotions and events, and sponsorships, in addition to costs to obtain advertising in television, radio, print, digital, and social channels." With that change, the company restated 2020 ad spending to $1.070 billion (from $646 million) and 2019 ad spending to $976 million (from $534 million). The company's previous definition of "advertising expenses," as shown in its February 2021 10-K, was "costs to obtain physical advertisement spots in television, radio, print, digital, and social channels." 2016 and after: Kraft Heinz Co. stated "advertising expenses." 2015: Kraft Heinz Co. stated "advertising expenses" for year ended Jan. 3, 2016; includes ad spending for former Kraft Foods Group starting July 2, 2015. 2009-2014: Kraft Foods Group stated worldwide "advertising expenses" for Kraft Foods Group. Ad spending as percent of sales: 2015 and after: Worldwide "advertising expenses" as percent of "net sales" for Kraft Heinz Co. 2009-2014: Worldwide "advertising expenses" as percent of "net revenues" for Kraft Foods Group. | |||
| SALES AND EARNINGS ($ in millions from public documents) | |||
| Kraft Heinz Co. (Nasdaq: KHC) | |||
| Worldwide | Year ended 12/25/2022 | Year ended 12/25/2021 | % chg |
| Sales | $26,485 | $26,042 | 1.7 |
| Earnings | 2,368 | 1,024 | 131.3 |
| GEOGRAPHIC SALES (year ended 12/25/2022) | |||
| Region ($ in millions) | Year ended 12/25/2022 | Year ended 12/25/2021 | % chg |
| U.S. | 18,587 | 18,604 | -0.1 |
| Other | 4,986 | 4,544 | 9.7 |
| Canada | 1,752 | 1,747 | 0.3 |
| U.K. | 1,160 | 5,691 | -79.6 |
| DIVISION SALES (year ended 12/25/2022) | |||
| Division or segment sales ($ in millions) | Year ended 12/25/2022 | Year ended 12/25/2021 | % chg |
| Condiments and sauces | 8,241 | 7,302 | 12.9 |
| Cheese and dairy | 3,976 | 4,922 | -19.2 |
| Ambient foods | 3,047 | 2,896 | 5.2 |
| Frozen and chilled foods | 2,922 | 2,698 | 8.3 |
| Meats and seafood | 2,733 | 2,613 | 4.6 |
| Refreshment beverages | 1,999 | 1,786 | 11.9 |
| Desserts, toppings and baking | 1,195 | 1,157 | 3.3 |
| Other | 1,058 | 916 | 15.5 |
| Coffee | 903 | 847 | 6.6 |
| Infant and nutrition | 411 | 441 | -6.8 |
| Nuts and salted snacks | 0 | 464 | NA |
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Ad Age Datacenter produced Ad Age Marketer Trees 2023 in June 2023 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 2023 report.
Datacenter directors: Kevin Brown, Bradley Johnson
Research editor: Joy R. Lee
Research assistants: Brian Gilbert, Erika Gill, Jack Longo
How Ad Age Datacenter ranked the Ad Age Leading National Advertisers. Includes methodology.
For information on agencies, see Ad Age Agency Report 2023 and Ad Age Agency Family Trees 2023.
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