Ad Age - 2019 LNA Fact Pack - LOCKED

45
Marketers that
spent more than
$1 billion on 2018
U.S. advertising
$4.5 billion
Amazon’s 2018 U.S.
ad and promotion
spending. It ranked
No. 3, up from
No. 70 in 2010
LEADING
NATIONAL
ADVERTISERS
2019 FACT PACK
$475 million
Facebook’s U.S. ad
spending. Its ad
budget more than
tripled in 2018
Sponsor:
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Ad Age Leading National
Marketers 5
Advertisers 2019 Fact Pack
Quick stats on ad spending for the
biggest marketers and brands.
Ad Age Leading National Fastest-growing Published June 24, 2019.
Advertisers: Top 200 ad spenders More online: AdAge.com/lna2019
Subscribe to
Ad spending analysis 18 Ad Age Datacenter
AdAge.com/datathatleads
Ad spending forecast Share of ad spending Get exclusive access to the complete
Ad Age Leading National Advertisers
by medium over time report online. Content includes
Excel downloads of expanded tables
Leading National Advertisers Measured-media including 200 Leading National
spending growth over time spending by medium Advertisers, 200 most-advertised
brands, biggest ad spenders by medium
Measured-media and biggest ad spending categories.
spending by category
Marketers database
Datacenter subscribers get access to
Biggest U.S. spenders 24

company profiles, ad spending, brands,
executives and agency rosters for
nation’s 100 biggest advertisers.
Broadcast network TV Cable TV networks AdAge.com/marketertrees2019
Webcast
Broadcast spot TV Radio What you need to know about the
Ad Age Leading National Advertisers.
For Ad Age Insider, Datacenter
Desktop search Desktop internet display and Editor’s Circle subscribers.
July 17, 2019, at 2 p.m. ET.
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Magazine Newspaper Ad Age’s 64th annual Leading

National Advertisers report,
produced by Ad Age Datacenter.
Most-advertised Order print copies at
brands customerservice@adage.com
or 877-320-1721.
Digital edition:
Market leaders
AdAge.com/trend-reports
27
Datacenter directors:
Retailers Restaurant chains Kevin Brown, Bradley Johnson
Senior research editor: Catherine Wolf
Senior art director: Jennifer Chiu
Auto marketers U.S. light-vehicle Research assistants: Clair Hauser,
Michael Kuhn, Taylor Imel, Jake Wittich
sales Datacenter@adage.com
Auto brands Ad spending GM Revenue, Client Partnerships:

per vehicle sold James Palma, jpalma@adage.com
Personal care Household products
© Copyright 2019 Crain

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Important to Important People 3
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Ad Age Leading National Advertisers 2019
THE BIG LIST

10 key stats from Ad Age Leading National Advertisers 2019
1. Ad Age Leading National Advertisers 2. Billion dollar spenders

Top 200’s 2018 total U.S. ad spending Marketers with 2018 total U.S. ad spending
$163 BILLION
greater than $1 billion
+3.6 PERCENT 45
3. Media and marketing-services 4. Internet ad spending
spending Zenith’s 2019 U.S. forecast
$106 BILLION
Zenith’s 2019 U.S. forecast
$478 BILLION +15 PERCENT

+3.5 PERCENT
5. TV ad spending 6. Retail
200 LNA’s share of 2018 U.S. TV advertising Biggest ad category in 2018
63 PERCENT
U.S. measured-media spending
$15 BILLION
-7.1 PERCENT
7. Comcast Corp. 8. Facebook

Biggest U.S. advertiser Biggest LNA ad spending increase
$6.1 BILLION +236 PERCENT

2018 TOTAL U.S. AD SPENDING NO. 100 U.S. ADVERTISER IN 2018
($475 MILLION)
9. Geico 10. Procter & Gamble Co.

Most-advertised brand Biggest household product advertiser
$1.5 BILLION 53 PERCENT

2018 U.S. MEASURED-MEDIA SPENDING 2018 U.S. SHARE OF HOUSEHOLD
PRODUCT AD SPENDING
Source: Ad Age Datacenter, WPP’s Kantar, Publicis Groupe’s Zenith.
4 Ad Age June 24, 2019
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Ranked by total U.S. advertising spending in 2018. Dollars in millions.
Advertisers 1-25
U.S.
Total measured-
U.S. ad media ad
spending spending
Rank Marketer Headquarters 2018 2018
1 Comcast Corp. Philadelphia $6,122 $1,709
2 AT&T Dallas 5,362 1,992
3 Amazon Seattle 4,470 1,508
4 Procter & Gamble Co. Cincinnati 4,305 2,814
5 General Motors Co. Detroit 3,139 1,523
Disney became the No. 6 advertiser with its 21st Century Fox
acquisition, up from No. 23 in last year’s ranking. Before the
No. 6
Walt Disney Co.
deal, Fox spun off news, sports and broadcast businesses as
Fox Corp. (No. 125).
Burbank, Calif. 3,132 1,135
7 Charter Communications Stamford, Conn. 3,042 366
8 Alphabet (Google) Mountain View, Calif. 2,960 651
9 American Express Co. New York 2,798 309
10 Verizon Communications New York 2,682 1,090
11 Walmart Bentonville, Ark. 2,604 688
12 JPMorgan Chase & Co. New York 2,513 232
13 Ford Motor Co. Dearborn, Mich. 2,331 1,000
14 Pfizer New York 2,282 1,460
15 Nestlé Vevey, Switzerland 2,202 897
16 Samsung Electronics Co. Suwon, South Korea 2,152 571
17 Berkshire Hathaway Omaha, Neb. 2,141 1,893
18 L’Oréal Clichy, France 2,137 1,204
19 Fiat Chrysler Automobiles London 2,129 844
20 Capital One Financial Corp. McLean, Va. 2,065 656
21 Expedia Group Bellevue, Wash. 1,953 1,089
22 Johnson & Johnson New Brunswick, N.J. 1,765 935
Bonn, Germany/
23 Deutsche Telekom (T-Mobile US) 1,700 1,088
Bellevue, Wash.
24 LVMH Moët Hennessy Louis Vuitton Paris 1,560 402
25 McDonald’s Corp. Chicago 1,541 761
Source: Ad Age Datacenter. Total U.S. advertising spending is Ad Age estimate. U.S. measured-media spending from WPP’s Kantar. Numbers rounded.
More info: kantar.com/media. Full report: AdAge.com/lna2019. Marketer database: AdAge.com/marketertrees2019. About 200 LNA: AdAge.com/aboutlna2019.
© Copyright 2019 Crain Communications Inc.; see p. 3.
2. AT&T: Estimated pro forma ad spending including WarnerMedia, formerly Time Warner (acquired June 2018).
6. Walt Disney Co.: Estimated pro forma ad spending including 21st Century Fox (acquired March 2019).
9. American Express: Estimated marketing and promotion expenses.
14. Pfizer: Estimate based on a revision to Ad Age’s spending model.
15. Nestlé: Estimated “consumer facing” marketing expenses.
23. Deutsche Telekom: T-Mobile US in April 2018 signed deal to buy Sprint Corp., controlled by No. 39 SoftBank Group Corp.
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Advertisers 26-50
U.S.
Total measured-
U.S. ad media ad
spending spending
26 Anheuser-Busch InBev Leuven, Belgium $1,531 $558
27 Merck & Co. Kenilworth, N.J. 1,502 302
28 Target Corp. Minneapolis 1,494 481
29 PepsiCo Purchase, N.Y. 1,494 946
30 Bank of America Corp. Charlotte, N.C. 1,486 191
31 Toyota Motor Corp. Toyota City, Japan 1,444 911
32 Nike Beaverton, Ore. 1,442 76
33 Honda Motor Co. Tokyo 1,390 555
Rotterdam, Netherlands/
34 Unilever 1,379 754
London
35 Macy’s Cincinnati 1,358 400
36 GlaxoSmithKline Brentford, U.K. 1,276 717
37 Progressive Corp. Mayfield Village, Ohio 1,194 1,048
38 Kohl’s Corp. Menomonee Falls, Wis. 1,133 301
39 SoftBank Group Corp. (Sprint Corp.) Tokyo/Overland Park, Kan. 1,100 819
40 Estée Lauder Cos. New York 1,088 93
41 Nissan Motor Co. Yokohama, Japan 1,069 628
42 Home Depot Atlanta 1,062 379
43 U.S. Government Washington 1,043 616
Netflix spent $1 billion on marketing for its domestic
streaming business in 2018, a 70 percent increase.
No. 44
Netflix
The company spent $2.4 billion on worldwide marketing,
including $1.8 billion on advertising.
Los Gatos, Calif. 1,025 225
45 Yum Brands Louisville, Ky. 1,016 887
46 Sanofi Paris 939 627
47 Coca-Cola Co. Atlanta 913 583
State Farm Mutual
48 Bloomington, Ill. 903 628
Auto Insurance Co.
49 Apple Cupertino, Calif. 890 829
50 Lowe’s Cos. Mooresville, N.C. 869 358
36. GlaxoSmithKline: Estimate based on a revision to Ad Age’s spending model.
8 Ad Age June 24, 2019
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More in Ad Age Datacenter
Agency rosters for top 100 advertisers
AdAge.com/marketertrees2019
Advertisers 51-75
U.S.
Total measured-
U.S. ad media ad
spending spending
51 Discover Financial Services Riverwoods, Ill. $857 $267
51 Wells Fargo & Co. San Francisco 857 249
53 Mars Inc. McLean, Va. 823 508
54 Diageo London 823 132
55 Allstate Corp. Northbrook, Ill. 816 442
56 Microsoft Corp. Redmond, Wash. 811 639
57 Molson Coors Brewing Co. Denver/Montreal 810 347
58 Sony Corp. Tokyo 795 473
59 IAC (IAC/InterActiveCorp) New York 795 256
60 Eli Lilly & Co. Indianapolis 769 468
61 Kroger Co. Cincinnati 752 154
62 Volkswagen Wolfsburg, Germany 728 529
63 J.C. Penney Co. Plano, Texas 724 313
64 AbbVie North Chicago, Ill. 723 634
65 Best Buy Co. Richfield, Minn. 712 241
66 Citigroup New York 710 218
Uber in 2018 spent an estimated $701 million on U.S.
advertising and $1.3 billion worldwide (11.5 percent
No. 67
Uber Technologies
of revenue). Rival Lyft (No. 134) last year pumped
16.3 percent of revenue into advertising.
San Francisco 701 165
68 Daimler Stuttgart, Germany 689 236
69 Constellation Brands Victor, N.Y. 682 374
Herzogenaurach,
70 Adidas Group 681 76
Germany
71 Wayfair Boston 664 139
72 Viacom New York 650 287
73 Walgreens Boots Alliance Deerfield, Ill. 646 258
74 Coty New York 635 228
Charenton-le-Pont,
75 EssilorLuxottica 615 91
France
70. Adidas: Estimate based on a revision to Ad Age’s spending model for marketing and point-of-sale expenses.
75. EssilorLuxottica: Formed by October 2018 merger of Essilor International and Luxottica Group. Estimated pro forma advertising and marketing expenses.
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Advertisers 76-100
U.S.
Total measured-
U.S. ad media ad
spending spending
Burlington, Mass./
76 Keurig Dr Pepper $605 $236
Plano, Texas
77 Amgen Thousand Oaks, Calif. 598 288
78 RB (Reckitt Benckiser Group) Slough, U.K. 585 338
79 Intuit Mountain View, Calif. 584 261
80 eBay San Jose, Calif. 570 194
81 Hyundai Motor Co. Seoul, South Korea 560 351
82 Restaurant Brands International Oakville, Ontario 556 473
83 Booking Holdings Norwalk, Conn. 555 737
84 Kia Motors Corp. Seoul, South Korea 544 292
85 Lions Gate Entertainment Corp. Santa Monica, Calif. 543 210
86 Dell Technologies Round Rock, Texas 540 182
87 IBM Corp. Armonk, N.Y. 536 276
88 Liberty Mutual Holding Co. Boston 535 298
89 Albertsons Cos. Boise, Idaho 524 55
90 Bristol-Myers Squibb Co. New York 524 256
91 Gap Inc. San Francisco 523 179
92 AstraZeneca Cambridge, U.K. 520 287
93 Marriott International Bethesda, Md. 518 168
94 Takeda Pharmaceutical Co. Tokyo 515 176
95 Clorox Co. Oakland, Calif. 514 213
96 Rock Holdings (Quicken Loans) Detroit 502 399
97 Bed Bath & Beyond Union, N.J. 500 131
98 Novartis Basel, Switzerland 498 309
99 Henkel Duesseldorf, Germany 497 79
Facebook is a big ad seller—and buyer. Facebook
more than tripled ad spending in 2018, with worldwide
No. 100
Facebook
ad costs soaring to $1.1 billion (2.0 percent of revenue,
highest percentage ever for Facebook).
Menlo Park, Calif. 475 352
76. Keurig Dr Pepper: Formed by July 2018 merger of Keurig Green Mountain and Dr Pepper Snapple Group. Estimated pro forma advertising and
marketing expenses.
84. Kia: Estimate based on a revision to Ad Age’s spending model.
90. Bristol-Myers Squibb: Estimate based on a revision to Ad Age’s spending model.
93. Marriott: Estimate based on a revision to Ad Age’s spending model.
94. Takeda: Estimated pro forma advertising and sales promotion spending including Shire (acquired January 2019).
98. Novartis: Estimated pro forma spending excluding Alcon (spun off in April 2019). Estimate based on a revision to Ad Age’s spending model.
10 Ad Age June 24, 2019
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Expanded spending data for 200 LNA
AdAge.com/lna2019
Advertisers 101-125
U.S.
Total measured-
U.S. ad media ad
spending spending
101 Subaru Corp. Tokyo $471 $304
102 LendingTree Charlotte, N.C. 470 325
103 Doctor’s Associates (Subway) Milford, Conn. 468 325
Inspire Brands launched in February 2018 as a multi-
brand restaurant company after Arby’s Restaurant Group
No. 104
Inspire Brands
bought Buffalo Wild Wings for $2.9 billion. Inspire
last December added Sonic in a $2.3 billion deal.
Atlanta 467 422
105 Bayer Leverkusen, Germany 464 528
106 General Mills Minneapolis 456 535
107 Dunkin’ Brands Group Canton, Mass. 455 147
108 L Brands Columbus, Ohio 454 46
109 Kellogg Co. Battle Creek, Mich. 454 431
110 Colgate-Palmolive Co. New York 450 129
111 Visa San Francisco 447 115
112 Pernod Ricard Paris 445 20
113 Gilead Sciences Foster City, Calif. 432 166
114 U.S. Bancorp Minneapolis 429 55
115 Dish Network Corp. Englewood, Colo. 426 331
116 Allergan Dublin 423 376
117 Novo Nordisk Bagsvaerd, Denmark 422 250
118 Heineken Amsterdam 414 151
119 Kraft Heinz Co. Pittsburgh/Chicago 403 520
120 Hershey Co. Hershey, Pa. 403 441
121 Church & Dwight Co. Ewing, N.J. 396 266
122 Suntory Holdings (Beam Suntory) Tokyo 396 98
123 CVS Health Corp. Woonsocket, R.I. 394 124
124 Chewy Dania Beach, Fla. 393 121
125 Fox Corp. New York 392 141
105. Bayer: Estimated pro forma ad spending including Monsanto (acquired June 2018). Estimate based on a revision to Ad Age’s spending model.
116. Allergan: Estimate based on a revision to Ad Age’s spending model.
119. Kraft Heinz: Estimated ad expenses.
122. Suntory Holdings: Estimated advertising and sales promotion expenses.
123. CVS Health: Estimated pro forma ad spending including Aetna (acquired November 2018).
124. Chewy: Completed initial public offering in June 2019. Chewy is controlled by PetSmart and BC Partners, the buyout firm that owns PetSmart.
125. Fox Corp.: Pro forma ad spending.
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Advertisers 126-150
U.S.
Total measured-
U.S. ad media ad
spending spending
126 LG Electronics Seoul, South Korea $390 $162
127 Domino’s Pizza Ann Arbor, Mich. 389 418
VF last month spun off its (shrinking) jeans business
No. 128 (Wrangler, Lee, Rock & Republic) as a separate company,
VF Corp.
Kontoor Brands. VF now is focusing on footwear and
apparel brands including Vans and The North Face.
Greensboro, N.C. 384 41
129 Wendy’s Co. Dublin, Ohio 376 272
130 CBS Corp. New York 370 175
131 Signet Jewelers Hamilton, Bermuda 369 267
132 Under Armour Baltimore 366 17
133 Kering Paris 359 128
134 Lyft San Francisco 345 24
135 TJX Cos. Framingham, Mass. 339 257
136 Kimberly-Clark Corp. Irving, Texas 338 272
Neuilly-sur-Seine,
137 Chanel 331 130
France
138 Salesforce San Francisco 329 37
Ingelheim am Rhein,
139 Boehringer Ingelheim 327 187
Germany
Apollo Education Group
140 Phoenix 326 189
(University of Phoenix)
141 UnitedHealth Group Minnetonka, Minn. 325 217
142 Carnival Corp. Miami 322 88
143 Dick’s Sporting Goods Coraopolis, Pa. 322 61
144 Recruit Holdings Co. Tokyo 319 222
145 Campbell Soup Co. Camden, N.J. 319 178
146 Charles Schwab Corp. San Francisco 313 140
147 AARP Washington 307 143
148 Mattel El Segundo, Calif. 303 96
149 MasterCard Purchase, N.Y. 299 59
150 FMR Corp. (Fidelity Investments) Boston 298 169
128. VF: Estimated net ad spending excluding jeans business (spun off in May 2019 as Kontoor Brands).
133. Kering: Estimated pro forma spending excluding Puma (spun off in May 2018).
14 Ad Age June 24, 2019
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Profiles of top 100 advertisers
Advertisers 151-175
U.S.
Total measured-
U.S. ad media ad
spending spending
151 BMW Group Munich $296 $95
152 FedEx Corp. Memphis, Tenn. 294 90
153 TD Ameritrade Holding Corp. Omaha, Neb. 293 215
154 Danone Paris 291 94
155 Activision Blizzard Santa Monica, Calif. 290 56
156 Mondelez International Deerfield, Ill. 289 126
157 Bausch Health Cos. Laval, Quebec 288 64
158 News Corp. New York 287 132
159 PNC Financial Services Group Pittsburgh 285 42
TripAdvisor did something new in 2018: After years of
increases, it cut overall ad spending. The company
No. 160
TripAdvisor
reduced online traffic acquisition costs while boosting
TV spending in its hotel business segment.
Needham, Mass. 281 309
161 Cox Enterprises Atlanta 281 256
162 Zurich Insurance Group Zurich 276 137
163 Sherwin-Williams Co. Cleveland 276 69
164 Office Depot Boca Raton, Fla. 270 85
165 Dine Brands Global Glendale, Calif. 270 219
166 Sirius XM Holdings New York 267 20
167 AutoNation Fort Lauderdale, Fla. 264 8
168 PayPal Holdings San Jose, Calif. 261 94
169 Nintendo Co. Kyoto, Japan 256 56
170 Compagnie Financière Richemont Geneva 254 91
171 Darden Restaurants Orlando, Fla. 252 169
172 Norwegian Cruise Lines Miami 252 113
173 Publix Super Markets Lakeland, Fla. 249 56
174 Nationwide Mutual Insurance Co. Columbus, Ohio 248 162
175 Delta Air Lines Atlanta 247 43
157. Bausch Health: Changed name from Valeant Pharmaceuticals International in July 2018.
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Advertisers 176-200
U.S.
Total measured-
U.S. ad media ad
spending spending
176 Conagra Brands Chicago $246 $66
177 Revlon New York 246 46
178 PVH Corp. New York 244 52
179 Tyson Foods Springdale, Ark. 243 191
180 Intel Corp. Santa Clara, Calif. 242 72
181 Overstock Midvale, Utah 242 51
182 Altice USA Long Island City, N.Y. 240 80
183 Hasbro Pawtucket, R.I. 240 107
184 Transform Holdco (Sears, Kmart) Hoffman Estates, Ill. 237 94
185 Royal Caribbean Cruises Miami 237 75
186 Staples Framingham, Mass. 232 67
187 H&R Block Kansas City, Mo. 231 168
188 Telephone & Data Systems (U.S. Cellular) Chicago 230 39
CarGurus connects buyers and dealers on its online
marketplace, and it spends heavily on advertising to
No. 189
CarGurus
help drive its business. CarGurus spent 53 cents on
advertising for each dollar of revenue in 2018.
Cambridge, Mass. 230 87
190 Toronto-Dominion Bank (TD Bank Group) Toronto 221 14
191 WeatherTech Bolingbrook, Ill. 221 176
192 Hilton Worldwide Holdings McLean, Va. 218 142
193 Papa John’s International Louisville, Ky. 217 94
194 United Services Automobile Association San Antonio 215 190
195 Southwest Airlines Co. Dallas 215 71
196 Tata Motors Mumbai, India 215 123
197 Rakuten Tokyo 211 6
198 Sleep Number Corp. Minneapolis 210 170
Steinhoff International Holdings Stellenbosch, South
199 206 151
(Mattress Firm) Africa
200 Experian Dublin 205 230
Ad Age Leading National Advertisers: Top 200 $163B $71B
182. Altice USA: Altice Europe, formerly Altice, spun off Altice USA in June 2018.
184. Transform Holdco: Acquired Sears and Kmart in February 2019.
192. Hilton: Estimate based on a revision to Ad Age’s spending model.
16 Ad Age June 24, 2019
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Fastest-growing ad spenders
Highest U.S. ad spending growth rates in 2018 among the 200 Leading National Advertisers. Facebook’s
estimated U.S. spending more than tripled. Two other members of the tech industry’s FAANG gang—
Netflix and Amazon—also make the top 10. Estimated ad spending at Alphabet, parent of FAANG member
Google, jumped 23 percent. Estimated spending at Apple, the other member of the corps, fell 1 percent.

Estimated 2018 Estimated U.S. ad spending growth,

total U.S. ad spending 2018 vs. 2017
Facebook
Entertainment and media 236%
$475 million
Netflix
Entertainment and media 70%
$1.0 billion
Chewy
Retail 55%
$393 million
Overstock
Retail 52%
$242 million
Novo Nordisk
Prescription drugs 46%
$422 million
CVS Health Corp.

Retail 43%
$394 million
Wells Fargo & Co.

Financial services 40%
$857 million
Wayfair
Retail 37%
$664 million
CarGurus
Automotive 37%
$230 million
Amazon
Retail 32%
$4.5 billion
Source: Ad Age Datacenter estimates. © Copyright 2019 Crain Communications Inc.; see p. 3.
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U.S. ad spending forecast

From Zenith. 2019 forecast for total U.S. spending on major media and marketing services: $478 billion.
Major media
From Zenith. 2019 forecast for total U.S.
Outdoor $9.8B Cinema $1.0B

Magazine
$13.0B 0.4%
4.3%
Newspaper 5.7%
$13.9B
6.1%
Radio 7.7% Internet

$17.6B 46.4% $106.3B
Major media
$228.8B
29.4%
TV
$67.2B
Major media and marketing services
Spending (dollars in billions) Year-to-year percent change

2020 vs. 2019 vs. 2018 vs.
2020 2019 2018 2019 2018 2017
Major media
Internet $119.0 $106.3 $92.4 12.0% 15.0% 22.9%
TV 66.0 67.2 68.2 -1.9 -1.4 -0.4
Radio 17.6 17.6 17.6 0.0 0.0 0.0
Newspaper 13.0 13.9 15.1 -7.0 -8.0 -9.0
Magazine 11.9 13.0 14.1 -7.8 -8.1 -8.2
Outdoor 10.0 9.8 9.6 1.6 2.7 3.0
Cinema 1.1 1.0 1.0 5.0 5.0 5.0
Total: Major media 238.5 228.8 218.0 4.2 5.0 7.1
Marketing services
Sales promotion 86.7 85.2 82.7 1.8 3.0 3.5
Telemarketing 61.4 60.8 59.6 1.0 2.0 3.0
Direct mail 47.7 46.5 47.7 2.5 -2.5 1.6
Event sponsorship 45.3 42.7 39.9 6.0 7.0 6.8
Directories 7.8 7.9 8.0 -2.0 -1.0 -0.4
Public relations 6.3 6.0 5.7 5.0 6.0 7.0
Total: Marketing services 255.2 249.1 243.6 2.4 2.3 3.5
Total: Major media and
$493.7 $477.9 $461.6 3.3% 3.5% 5.2%
marketing services
Source: Publicis Groupe’s Zenith (Advertising Expenditure Forecasts, March 2019). More info: zenithmedia.com. Numbers rounded. Internet including
internet display, online video (including rich media), classified, paid search, internet radio, podcasts and social media.
18 Ad Age June 24, 2019
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Share of U.S. ad spending by medium, 2007-2021
From Zenith. The media agency expects the internet to account for
more than half (53.3 percent) of U.S. media ad spending in 2021.
Internet
Recession 53.3%
50%
40
TV
33.0%
30 Newspaper
28.1%
TV
26.0%
20
Magazine
14.5%
Radio
11.9%
10
Radio
7.0%
Internet
8.2%
Out of home Newspaper 4.8%

4.3% Out of home 4.5%
Magazine 4.4%
0
’07 ’08 ’09 ’10 ’11 ’12 ’13 ’14 ’15 ’16 ’17 ’18 ’19 ’20 ’21
Source: Zenith (Advertising Expenditure Forecasts, March 2019). More info: zenithmedia.com. Numbers rounded. Internet including internet display,
online video (including rich media), classified, paid search, internet radio, podcasts and social media. Out of home including outdoor and cinema.
P018_P019_AA_20190624_SUPP.indd 19 6/14/19 12:13 PM

Ad Age Leading National Advertisers spending growth over time

Percent change in U.S. ad spending for Ad Age’s 100 Leading National Advertisers. Total U.S. ad spending in 2018 for
the 100 biggest spenders increased 4.5 percent, boosted by big gains at Amazon (No. 3), Netflix (No. 44) and Facebook
(No. 100). Ad spending for advertisers ranked 101 through 200 was essentially flat (up 0.1 percent). Spending for the
200 Leading National Advertisers rose 3.6 percent. Among the top 200 advertisers, 125 increased spending in 2018.
12% Recovery: Spending rebounded

in 2010 with the highest growth
9 rate since 2004.
-3
-6 Recession: LNA 2009 spending

tumbled 10.2 percent, the
-9 sharpest drop since Ad Age
began the report in 1956.
-12
’00 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12 ’13 ’14 ’15 ’16 ’17 ’18
Source: Ad Age Datacenter. Based on total U.S. ad spending for nation’s 100 biggest advertisers. © Copyright 2019 Crain Communications Inc.; see p. 3.
ABOUT AD AGE LEADING NATIONAL ADVERTISERS 2019

Ad Age Datacenter produced broad definition of advertising and discounts off rate card. Not all
the 64th annual Ad Age Leading promotion since the report debuted advertisers pay the same rate.
National Advertisers report. in 1956.
Ad Age published Ad Age From the report’s launch Report methodology and additional
Leading National Advertisers 2019 through the June 2016 report, information on measured media:
online on June 24, 2019, available Ad Age defined total U.S. ad spend- AdAge.com/aboutlna2019
to Ad Age Datacenter subscribers ing as the sum of measured-
at AdAge.com/lna2019. A portion of media spending and unmeasured Ad Age Datacenter subscribers have
the report appears in this Fact Pack. spending. exclusive access to expanded data at
Ad Age Leading National Essentially, unmeasured spend- AdAge.com/lna2019.
Advertisers 2019 ranks marketers ing was the difference between
by total U.S. ad spending as esti- a company’s measured media Exclusive online content includes:
mated by Ad Age Datacenter. (from WPP’s Kantar) and its total • Marketer Trees 2019, a data-
Total U.S. ad spending estimates advertising and promotion costs base with ad spending, brands,
come from our top-down analysis of (either reported by the company or profiles, executives and agency
a company’s spending on advertis- estimated by Ad Age Datacenter). rosters for the nation’s 100 biggest
ing based on disclosures in financial Starting with the June 2017 advertisers
filings, company reports and indus- report, Ad Age eliminated the cal- • Excel downloads of expanded
try benchmarking. Ad Age weights culation of unmeasured spending. tables including 200 Leading
a company’s reported worldwide Total U.S. ad spending now National Advertisers, 200
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centage. Ad Age estimates spending analysis of a company’s estimated ad spenders by medium and big-
for companies that don’t publicly spending. Total U.S. ad spending gest ad spending categories
disclose spending. in some cases is lower than U.S.
Total U.S. ad spending encom- measured-media spending, which Subscribe:
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Ad Age has based its Leading and other factors. Major advertis- © Copyright 2019 Crain
National Advertisers rankings on a ers in many cases get significant Communications Inc.; see p. 3.
20 Ad Age June 24, 2019
P020_P021_AA_20190624_SUPP.indd 20 6/14/19 12:17 PM

Measured-media spending
U.S. measured-media spending by medium in 2018
From Kantar for all advertisers and 200 Leading National Advertisers. Dollars in billions.
The 200 LNA account for half of measured-media spending.
Measured-media spending
All advertisers 200 Leading National 200 LNA’s
Medium (including 200 LNA) Advertisers share
TV $77.0 $48.9 63%
Magazine 14.2 6.4 45
Newspaper 8.6 1.2 14
Radio 7.5 2.7 36
Outdoor 5.2 1.3 26
Subtotal 112.5 60.5 54
Desktop search 19.5 6.9 35
Desktop internet display 8.5 3.4 40
Subtotal 140.5 70.9 50
Other digital 10.0 NA NA
Free-standing inserts 2.4 NA NA
Cinema 0.6 NA NA
Total $153.5 NA NA
Source: Ad Age Datacenter. Numbers rounded. Measured-media spending from WPP’s Kantar. More info: kantar.com/media.
About LNA 2019: AdAge.com/aboutlna2019.
TV: Broadcast, cable, spot, syndicated; includes Spanish-language networks. Magazine: Consumer, Sunday, business-to-business and
local magazine; includes Spanish-language magazines. Newspaper: National and local newspaper; includes Spanish-language newspapers.
Radio: Network, national spot and local.
Other digital: Paid social media, mobile web and online video.
U.S. measured-media spending for largest categories in 2018

From Kantar for all advertisers (including 200 LNA). Dollars in billions. Including digital media.
Percent change, 2018 vs. 2017. Spending rose in six of the top 10 categories.
Percent
change
Retail $15.1 -7.1%
Automotive $12.9 -9.7%

Telecom, internet services,
$12.3 +3.2%
internet service providers
General services $11.5 +1.1%
Medicine and remedies $10.2 +0.9%
Financial services $7.9 +6.9%
Insurance $7.1 +8.1%
Food, beverages and candy $6.9 -7.0%

Airlines, hotels,
$6.3 +14.9%
car rental and travel
Restaurants $6.2 -2.1%
Source: Ad Age Datacenter analysis of data from WPP’s Kantar. More info: kantar.com/media.
Expanded table including 2017 spending: AdAge.com/lna2019. About LNA 2019: AdAge.com/aboutlna2019.
P020_P021_AA_20190624_SUPP.indd 21 6/14/19 12:18 PM

AA014404 layout.indd 22 6/12/19 2:09 PM
AA014404 layout.indd 23 6/12/19 2:10 PM
Biggest U.S. spenders by medium

10 largest advertisers by 2018 U.S. measured-media spending. Dollars in millions.
Broadcast network TV Cable TV networks

Measured broadcast network TV ad spending. Measured cable TV networks ad spending.
Rank Marketer 2018 Rank Marketer 2018

1 Procter & Gamble Co. $1,119 1 Procter & Gamble Co. $710
2 AT&T 842 2 AT&T 561
3 Pfizer 734 3 Berkshire Hathaway 541
4 General Motors Co. 611 4 PepsiCo 437
5 Berkshire Hathaway 609 5 Nestlé 420
Deutsche Telekom 6 Yum Brands 404
6 540
(T-Mobile US)
7 Walt Disney Co. 353
7 Apple 519
8 Comcast Corp. 314
8 Verizon Communications 494
9 General Motors Co. 302
9 Ford Motor Co. 493
10 Progressive Corp. 274
10 Amazon 448
Total (dollars in billions) $26.6
Broadcast spot TV Radio

Measured broadcast spot TV ad spending. Measured network, national spot and
local radio ad spending.

1 Comcast Corp. $378 Deutsche Telekom
1 $176
(T-Mobile US)
2 General Motors Co. 306
2 Comcast Corp. 164
3 Nissan Motor Co. 262
3 Berkshire Hathaway 112
4 Charter Communications 259
4 Home Depot 109
5 Ford Motor Co. 240
5 AT&T 105
6 Fiat Chrysler Automobiles 204
6 Fiat Chrysler Automobiles 72
7 Volkswagen 117
7 Recruit Holdings Co. 71
8 Rooms To Go 107
8 Walt Disney Co. 70
9 Toyota Motor Corp. 102
9 Procter & Gamble Co. 69
10 Berkshire Hathaway 97
10 Macy’s 65
Source: Rankings based on Ad Age Datacenter analysis of U.S. measured-media data from WPP’s Kantar. More info: kantar.com/media.
See expanded tables including 2017 spending and 10 largest spenders in outdoor and syndicated TV: AdAge.com/lna2019. About LNA 2019:
AdAge.com/aboutlna2019.
Numbers rounded. Ad Age aggregated media by type. Total is medium’s U.S. total for all advertisers (including 200 Leading National
Advertisers). Spending for advertisers is pro forma reflecting acquisitions and divestitures.
Broadcast network TV includes Spanish-language TV networks.

Radio excludes satellite radio.
24 Ad Age June 24, 2019
P024_P025_AA_20190624_SUPP.indd 24 6/14/19 12:21 PM

Expanded tables for biggest U.S.
ad spenders by medium
AdAge.com/lna2019
Desktop search Desktop internet display

Measured desktop search ad spending. Measured desktop internet display ad spending.

1 Expedia Group $647 1 Amazon $428
2 Booking Holdings 626 2 Comcast Corp. 182
3 Amazon 277 3 Verizon Communications 143
4 LendingTree 255 4 Expedia Group 135
5 TripAdvisor 213 5 Axel Springer 104
6 AT&T 173 6 Dish Network Corp. 103
7 Capital One Financial Corp. 145 7 U.S. Government 91
8 Experian 143 8 Fiat Chrysler Automobiles 91
9 Progressive Corp. 141 9 Progressive Corp. 90
10 Discover Financial Services 118 10 Bed Bath & Beyond 82
Total (dollars in billions) $19.5 Total (dollars in billions) $8.5
Magazine Newspaper
Measured magazine ad spending. Measured newspaper ad spending.

1 L’Oréal $690 1 Andersen Corp. $97
2 Procter & Gamble Co. 444 2 News Corp. 92
3 Kraft Heinz Co. 315 3 Serta Simmons Bedding 63
LVMH Moët Hennessy 4 Realogy Holdings Corp. 56
4 211
Louis Vuitton
LVMH Moët Hennessy
5 Johnson & Johnson 202 5 56
Louis Vuitton
6 Nestlé 199 6 Dell Technologies 54
7 Pfizer 197 7 Rooms To Go 54
8 Berkshire Hathaway 191 8 Comcast Corp. 53
9 Unilever 164 9 Sandals Resorts International 49
10 Kellogg Co. 163 10 Hobby Lobby Stores 49
Total (dollars in billions) $14.2 Total (dollars in billions) $8.6
Desktop search is spending on paid search. Includes only U.S. Google desktop text ads.
Desktop internet display excludes paid video.
Magazine includes consumer, Sunday, local, Spanish-language and business-to-business magazines.
Newspaper includes national newspapers (The New York Times, USA Today, The Wall Street Journal), local newspapers and Spanish-language newspapers.
P024_P025_AA_20190624_SUPP.indd 25 6/14/19 12:21 PM

10 most-advertised brands More in Ad Age Datacenter

Ranked by 2018 U.S. measured-media spending. Go with the Flo: 200 most-advertised brands
Progressive’s measured spending surged 43.8 percent in 2018. AdAge.com/lna2019
1. Geico 6. Apple
Berkshire Hathaway
+5.1%
$1.5B $797M Apple
+3.9%
2. Amazon 7. Ford
Amazon
+46.1%
$1.3B $779M Ford Motor Co.
-18.0%
8. T-Mobile
3. Progressive
Progressive Corp.
+43.8%
$1.0B $768M Deutsche Telekom
(T-Mobile US)
-10.2%
4. Verizon
9. McDonald's
Verizon
Communications $935M $761M McDonald's Corp.
+9.0%
-8.7%
5. Chevrolet 10. AT&T

General Motors Co. $825M $659M AT&T
-4.6% -15.8%
Source: Ad Age Datacenter analysis of measured-media spending data from WPP’s Kantar. Company’s spending for all goods and services that fall under a given
brand. Numbers rounded. More info: kantar.com/media. About LNA 2019: AdAge.com/aboutlna2019.
26 Ad Age June 24, 2019
P026_AA_20190624_SUPP.indd 26 6/14/19 12:23 PM

U.S. market leaders by category More in Ad Age Datacenter
2018 share breakouts for marketers and brands. Dollars in millions. Profiles of top 100 advertisers
Retailers
Ranking based on total U.S. ad spending.
Share of U.S. Total U.S.

retail sales ad spending
Rank Marketer 2018 2017 2018 2017
1 Amazon 3.4% 2.7% $4,470 $3,379
2 Walmart 10.8 11.0 2,604 2,294
4 Target Corp. 2.1 2.1 1,494 1,476
3 Macy’s 0.7 0.7 1,358 1,397
5 Kohl’s Corp. 0.5 0.6 1,133 1,124
6 Home Depot 2.8 2.7 1,062 911
7 Lowe’s Cos. 1.9 1.9 869 892
8 Kroger Co. 3.4 3.6 752 707
9 J.C. Penney Co. 0.3 0.4 724 741
10 Best Buy Co. 1.1 1.1 712 712
Top 10 27.1 26.8 $15,177 $13,633
Industry total
$3.5* $3.4* NA NA
(*U.S. sales, dollars in trillions)
Restaurant chains
U.S. market share based on systemwide sales.
Market share Measured media

Rank Chain Marketer 2018 2017 2018 2017
1 McDonald’s McDonald’s Corp. 6.9% 7.0% $761 $699
2 Starbucks Starbucks Corp. 3.5 3.4 79 82
3 Subway Doctor’s Associates 1.9 2.0 325 353
4 Taco Bell Yum Brands 1.9 1.8 415 424
5 Chick-fil-A Chick-fil-A 1.8 1.7 103 90
Restaurant Brands
6 Burger King 1.8 1.8 337 341
International
7 Wendy’s Wendy’s Co. 1.7 1.7 272 264
8 Dunkin’ Dunkin’ Brands Group 1.6 1.6 140 146
9 Domino’s Domino’s Pizza 1.2 1.1 418 403
10 Panera Bread Pret Panera Holding Co. 1.0 1.0 56 68
Top 10 23.3 23.1 2,906 2,870
Industry total
$556* $537* $6,180 $6,310
(*U.S. sales, dollars in billions)
Source: Total U.S. ad spending from Ad Age Datacenter. U.S. measured-media spending from WPP’s Kantar.
More info: kantar.com/media. Numbers rounded. About LNA 2019: AdAge.com/aboutlna2019.
Retailers: Census Bureau (U.S. retail sales). More info: census.gov. Industry total (U.S. sales): From Census Bureau’s Monthly Retail Trade Survey;
U.S. retail sales excluding motor-vehicle and parts dealers, gas stations and fuel dealers. Amazon: Share shown is Ad Age Datacenter estimate.
Restaurant chains: Technomic 2019 Top 500 Chain Restaurant Report (sales used to calculate market share). More info: technomic.com.
Systemwide sales is franchised plus company-owned restaurants. Chick-fil-A, Panera Bread and Starbucks based on estimated sales.
Pret Panera Holding Co. is owned by JAB Holding Co.
P027_AA_20190624_SUPP.indd 27 6/14/19 12:26 PM

U.S. market leaders by category

2018 share breakouts for marketers and brands. Dollars in millions.
Auto marketers
U.S. market share for auto/light-truck marketers.
Market share Total U.S. ad spending

Rank Marketer 2018 2017 2018 2017
1 General Motors Co. 17.0% 17.4% $3,139 $3,244
2 Ford Motor Co. 14.3 14.9 2,331 2,454
3 Toyota Motor Corp. 14.0 14.1 1,444 1,621
4 Fiat Chrysler Automobiles 13.0 12.0 2,129 2,077
5 Honda Motor Co. 9.3 9.5 1,390 1,383
6 Nissan Motor Co. 8.6 9.2 1,069 1,087
7 Subaru Corp. 3.9 3.8 471 473
8 Hyundai Motor Co. 3.9 4.0 560 588
9 Volkswagen 3.7 3.6 728 723
10 Kia Motors Corp. 3.4 3.4 544 586
Top 10 91.1 92.0 $13,804 $14,236
Industry total (*vehicles sold in millions) 17.3* 17.2* NA NA
U.S. light-vehicle sales

Automakers sold 17.3 million new cars and light trucks in 2018, the industry’s
fourth-best year for sales (behind 2016, 2015 and 2000).
20 million Recession years
15
10
0
’00 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12 ’13 ’14 ’15 ’16 ’17 ’18
Auto marketers: Market share calculations by Ad Age Datacenter based on sales figures from Automotive News Data Center. More info: autonews.com.
Market share for cars and light trucks. Total U.S. ad spending for automakers. Excludes dealer advertising. Hyundai Motor Co.: Owns 33.9% of Kia Motors Corp.
U.S. light-vehicle sales: Automotive News Data Center. More info: autonews.com.
28 Ad Age June 24, 2019
P028_P029_AA_20190624_SUPP.indd 28 6/14/19 12:32 PM

200 most-advertised brands
AdAge.com/lna2019
Auto brands
U.S. market share for auto/light-truck brands.

Rank Brand Marketer 2018 2017 2018 2017
1 Ford Ford Motor Co. 13.7% 14.3% $779 $950
2 Toyota Toyota Motor Corp. 12.3 12.4 571 659
3 Chevrolet General Motors Co. 11.7 12.0 825 865
4 Honda Honda Motor Co. 8.3 8.6 440 435
5 Nissan Nissan Motor Co. 7.8 8.4 496 511
6 Jeep Fiat Chrysler Automobiles 5.6 4.8 353 345
7 Subaru Subaru Corp. 3.9 3.8 304 306
8 Hyundai Hyundai Motor Co. 3.9 3.9 310 292
9 Ram Fiat Chrysler Automobiles 3.4 3.2 302 259
10 Kia Kia Motors Corp. 3.4 3.4 292 397
Top 10 74.1 74.7 4,671 5,018
Industry total (*vehicles sold in millions) 17.3* 17.2* $7,587 $8,464
Ad spending per vehicle sold

Top and bottom five spenders based on 2018 U.S. measured-media spending divided by vehicles sold. Ad spending
for Hyundai Motor Co.’s Genesis came to $4,006 per vehicle sold (not far from the $4,995 base price of a 1986 Excel,
Hyundai’s genesis in the U.S.). Tesla spent less than $3 on measured media to sell each car. Tesla said in its latest 10-K
annual regulatory filing: “To date, media coverage and word of mouth have been the primary drivers of our vehicle
sales leads and have helped us achieve sales without traditional advertising and at relatively low marketing costs.”
$4,006
$2,106
$1,916
$1,364
$1,242
$220
$232
$208
$170
$3
Genesis
Hyundai
Motor Co.
Lincoln
Ford
Motor Co.
Jaguar
Tata Motors
Alfa Romeo
Fiat Chrysler
Automobiles
Cadillac
General
Motors Co.
BMW
BMW Group
Porsche
Volkswagen
Fiat
Fiat Chrysler
Automobiles
Dodge
Fiat Chrysler
Automobiles
Tesla
Tesla
Auto brands: Market share calculations by Ad Age Datacenter based on sales figures from Automotive News Data Center. More info: autonews.com.
Market share for cars and light trucks. U.S. measured-media spending. Includes all of automaker’s measured-media advertising for that brand;
excludes dealer advertising. Industry total: Ad spending is measured-media spending for automakers.
Ad spending per vehicle sold: Calculated by Ad Age Datacenter using Kantar U.S. measured-media spending and Automotive News U.S. sales data.
More info: autonews.com. Analysis based on brands selling at least 5,000 vehicles in U.S. in 2018. Ad spending is automaker’s U.S. measured-media spending
for that brand.
P028_P029_AA_20190624_SUPP.indd 29 6/14/19 12:32 PM


Personal care brands

Share of U.S. personal care measured-media spending.
Share of ad Measured
spending media
1 L’Oréal Paris L’Oréal 9.5% 8.0% $546 $494
2 Olay Procter & Gamble Co. 4.5 4.4 255 272
3 Maybelline New York L’Oréal 4.2 4.7 241 291
4 Neutrogena Johnson & Johnson 3.8 3.6 218 223
5 Garnier L’Oréal 3.8 3.1 215 188
6 Always Procter & Gamble Co. 3.7 2.7 213 168
7 Dove Unilever 3.3 2.8 187 174
8 Crest Procter & Gamble Co. 2.4 2.5 138 157
9 Gillette Procter & Gamble Co. 2.3 2.2 133 135
10 Sensodyne GlaxoSmithKline 2.2 1.7 125 107
Top 10 39.7 35.9 2,271 2,209
Total personal care measured-media spending 100.0% 100.0% $5,724 $6,159
10 biggest personal care advertisers

Based on 2018 U.S. measured-media spending. Total personal care measured spending: $5.7 billion.
Procter & Gamble accounted for more than one-fifth of that spending.
Other Procter & Gamble Co.

$1.4B $1.3B
22.3%
24.0%
Colgate-Palmolive Co.
$125M Total
2.2%
$5.7B
Genomma Lab $125M 2.2%
LVMH Moët Hennessy 2.2%
Louis Vuitton $128M 3.4% 20.8%
L’Oréal
GlaxoSmithKline 3.5%
$1.2B
$196M 4.0%
Kimberly-Clark Corp. 7.4% 8.1%
$200M
Coty
$226M
Johnson & Johnson Unilever
$421M $464M
Personal care: Ad Age Datacenter analysis of U.S. measured-media spending. Share of advertising and industry total category ad spending based on
Kantar’s industry classifications for Cosmetics & Beauty Aids (D100); Personal Hygiene & Health (D200); Hair Products & Accessories (D300);
and Men’s Toiletries, Hygienic Goods & Skin Care (D400).
30 Ad Age June 24, 2019
P030_P031_AA_20190624_SUPP.indd 30 6/14/19 12:36 PM

Agency rosters for top 100 advertisers
Household products
Share of U.S. household product measured-media spending.
spending media
1 Tide Procter & Gamble Co. 10.7% 11.6% $233 $234
2 Febreze Procter & Gamble Co. 9.2 6.3 201 126
3 Downy Procter & Gamble Co. 8.7 7.7 189 155
4 Gain Procter & Gamble Co. 6.0 4.8 130 97
5 Bounty Procter & Gamble Co. 4.7 5.3 101 107
6 Charmin Procter & Gamble Co. 4.4 5.5 96 111
7 Clorox Clorox Co. 4.0 4.8 87 97
8 Lysol RB (Reckitt Benckiser Group) 3.2 3.4 70 68
9 OxiClean Church & Dwight Co. 2.9 3.3 63 67
10 Duracell Berkshire Hathaway 2.8 3.5 61 71
Top 10 56.5 56.1 1,232 1,133
Total household product measured-media spending 100.0% 100.0% $2,180 $2,019
10 biggest household product advertisers

Based on 2018 U.S. measured-media spending. Total household product measured spending: $2.2 billion.
Procter & Gamble accounted for more than half of that spending.
Other $152M
Koch Industries $54M
Berkshire Hathaway $61M
7.0%
Henkel $65M 2.5%
2.8%
Kimberly-Clark Corp. $71M 3.0%
3.3%
Rank Group
$75M 3.4%
SC Johnson 5.6% Total Procter & Gamble Co.

$123M 52.9%
$2.2B $1.2B
Church & Dwight Co. 5.7%

$123M
6.4%
Clorox Co.
$139M 7.5%
RB (Reckitt Benckiser Group)

$163M
Household products: Ad Age Datacenter analysis of U.S. measured-media spending. Share of advertising and industry total category ad spending based on
Kantar’s industry classifications for Household Supplies (H300); and Household Soaps, Cleansers & Polishes (H400).
P030_P031_AA_20190624_SUPP.indd 31 6/14/19 12:36 PM


Beverage brands
U.S. market share based on sales volume.

1 Coke Coca-Cola Co. 11.6% 11.8% $393 $382
2 Pepsi PepsiCo 5.0 5.3 261 175
3 Mountain Dew PepsiCo 3.7 3.9 119 88
4 Dr Pepper Keurig Dr Pepper 3.5 3.5 106 112
5 Gatorade PepsiCo 3.1 3.2 142 133
6 Nestlé Pure Life Nestlé 3.1 3.4 8 4
7 Sprite Coca-Cola Co. 2.8 2.8 30 34
8 Poland Spring Nestlé 2.6 2.6 3 1
9 Dasani Coca-Cola Co. 2.2 2.2 0 4
10 Aquafina PepsiCo 1.8 1.8 1 1
Top 10 39.3 40.5 1,062 934
Industry total (*gallons in billions) 33.9* 33.2* $1,870 $1,844
Beer marketers
U.S. market share based on shipment volume.

Rank Marketer 2018 2017 2018 2017
1 Anheuser-Busch InBev (Budweiser) 41.0% 41.7% $554 $598
2 Molson Coors Brewing Co. (Coors, Miller) 23.5 24.4 320 401
3 Constellation Brands (Corona, Modelo) 10.0 8.9 368 263
4 Heineken 3.5 3.8 151 174
5 Pabst Brewing Co. 2.1 2.3 1 1
6 Boston Beer Co. (Samuel Adams) 2.0 1.8 55 52
7 D.G. Yuengling & Son 1.3 1.3 10 5
8 Mark Anthony Group (Mike’s Hard Lemonade) 1.2 0.9 6 6
9 Diageo (Guinness) 1.2 1.1 13 11
10 Florida Ice and Farm Co. (Genesee, Labatt) 1.1 1.1 1 1
Top 10 87.0 87.3 1,479 1,510
Industry total (*barrels in millions) 212.5* 214.7* $1,522 $1,547
Beverage brands: Beverage Marketing Corp. More info: beveragemarketing.com. Market share data for refreshment beverages based on U.S. sales volume in gallons.
Brand includes brand extensions (Coke, for example, includes Coca-Cola, Coca-Cola Zero Sugar and Diet Coke).
Beer marketers: Beer Marketer’s Insights (U.S. market share, U.S. industry sales). More info: beerinsights.com. Ranked based on U.S. shipment volume (barrels).
U.S. measured-media spending for marketers’ beer brands. Industry total: Beer barrel equals 31 gallons. Selected brands shown. Florida Ice and Farm Co.:
Parent of Fifco USA. Molson Coors: Share and ad spending for MillerCoors, Molson Coors’ U.S. division.
32 Ad Age June 24, 2019
P032_P033_AA_20190624_SUPP.indd 32 6/14/19 12:38 PM

Database of top 100 U.S. advertisers
Prescription drug brands

Share of U.S. prescription drug measured-media spending.
spending media
1 Humira AbbVie 7.7% 7.0% $483 $430
2 Lyrica Pfizer 4.3 5.7 272 350
3 Xeljanz Pfizer 4.1 4.5 257 274
4 Chantix Pfizer 3.3 3.4 208 206
5 Trulicity Eli Lilly & Co. 3.3 3.2 207 195
6 Eliquis Bristol-Myers Squibb Co. 3.0 3.7 188 227
7 Cosentyx Novartis 2.9 2.8 183 171
8 Keytruda Merck & Co. 2.8 3.4 180 209
9 Ibrance Pfizer 2.5 2.0 160 123
10 Otezla Celgene Corp. 2.5 1.6 158 99
Top 10 36.4 37.2 2,293 2,283
Total prescription drug measured-media spending 100.0% 100.0% $6,308 $6,140
Wireless services
U.S. market share for wireless service providers.

Rank Marketer 2018 2017 2018 2017
1 Verizon Communications 32.9% 32.7% $694 $841
2 AT&T 30.1 30.3 512 679
3 Deutsche Telekom (T-Mobile US) 16.3 14.8 1,062 1,164
4 SoftBank Group Corp. (Sprint Corp.) 11.1 10.8 754 719
5 America Movil (TracFone Wireless) 7.0 8.0 250 262
6 Telephone and Data Systems (U.S. Cellular) 1.4 1.4 36 40
Top 6 98.8 97.9 3,309 3,707
Other 1.2 2.1 1,505 1,573
Total wireless services
100.0% 100.0% $4,814 $5,279
measured-media spending
Prescription drug brands: Ad Age Datacenter analysis of U.S. measured-media spending. Share of advertising and industry total category ad spending based on
Kantar’s industry classifications for prescription drugs and pharmaceutical houses. Bristol-Myers Squibb in January 2019 signed a deal to buy Celgene Corp.
Wireless services: U.S. network operator market share based on data from Comscore MobiLens for subscribers age 13-plus who owned a mobile phone,
three months ended December 2018 and December 2017. More info: comscore.com/MobiLensPlus. Ad spending for companies’ wireless services.
Industry total spending includes ad spending by major phone suppliers (including Apple and Samsung Electronics). America Movil: TracFone Wireless including
TracFone and other brands. AT&T: Including Cricket. Deutsche Telekom: T-Mobile US including T-Mobile and Metro by T-Mobile. T-Mobile US in April 2018
signed a deal to buy Sprint Corp. SoftBank Group Corp.: Sprint Corp. including Sprint, Boost Mobile and Virgin Mobile. Sprint and T-Mobile agreed to sell Boost
to a mobile virtual network operator as a condition of the deal’s approval process.
P032_P033_AA_20190624_SUPP.indd 33 6/14/19 12:39 PM

U.S. market leaders by category More in Ad Age Datacenter

2018 share breakouts for marketers and brands. Dollars in millions. 200 most-advertised brands
AdAge.com/lna2019
Insurance brands
Share of U.S. insurance industry measured-media spending.
Share of Measured
ad spending media
1 Geico Berkshire Hathaway 21.8% 22.5% $1,546 $1,472
2 Progressive Progressive Corp. 14.8 11.1 1,048 729
State Farm Mutual
3 State Farm 8.9 9.5 629 622
Auto Insurance Co.
4 Allstate Allstate Corp. 5.6 4.3 397 282
5 Liberty Mutual Liberty Mutual Insurance Co. 4.2 4.7 297 307
United Services Automobile
6 USAA 2.7 2.8 190 186
Association
7 UnitedHealthcare UnitedHealth Group 2.7 3.2 188 207
Nationwide Mutual
8 Nationwide 2.3 2.9 161 193
Insurance Co.
American Family Mutual
9 The General 1.9 2.1 137 137
Insurance Co.
10 Farmers Insurance Zurich Insurance Group 1.8 2.1 129 139
Top 10 66.7 65.2 4,722 4,274
Total insurance industry measured-media spending 100.0% 100.0% $7,082 $6,551
Credit cards
U.S. market share based on card purchase volume.

Rank Marketer 2018 2017 2018 2017
1 American Express Co. 20.5% 20.5% $221 $234
2 JPMorgan Chase & Co. (Chase) 20.1 19.8 73 63
3 Citigroup (Citibank) 11.2 11.3 81 138
4 Bank of America Corp. 9.8 9.9 1 16
5 Capital One Financial Corp. 9.2 8.7 449 304
6 U.S. Bancorp (U.S. Bank) 4.0 4.1 1 1
7 Discover Financial Services 3.8 3.8 262 210
8 Wells Fargo & Co. 3.7 3.8 1 -
Top 8 82.2 81.9 1,089 965
Other 17.8 18.1 441 364
Industry total (*purchase volume, dollars in trillions) $3.7* $3.4* $1,530 $1,329
Insurance brands: Ad Age Datacenter analysis of U.S. measured-media spending. Measured spending includes all of company’s advertising for that brand. Share shown
is spending on brand (including all of company’s advertising for that brand) as percentage of industry total spending (based on ad spending for Kantar’s industry
classifications for life, medical and dental, homeowners and personal property, automobile and business insurance).
Credit cards: The Nilson Report. More info: nilsonreport.com. Market share of general purpose credit cards based on total purchase volume (spending at merchants
for goods and services) in dollars for U.S. credit card issuers. U.S. measured-media spending for companies’ credit cards; ad spending shown does not include direct
mail, a key form of marketing in this category. Industry total measured-media spending on credit cards for credit card issuers; excludes MasterCard Inc. and Visa Inc.,
whose customers are banks that issue cards.
34 Ad Age June 24, 2019
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45

P001_AA_20190624_SUPP.indd 1 6/14/19 11:47 AM

Biggest U.S. spenders 24

Magazine Newspaper Ad Age’s 64th annual Leading

Auto brands Ad spending GM Revenue, Client Partnerships:

Personal care Household products

© Copyright 2019 Crain

Important to Important People 3

P003_AA_20190624_SUPP.indd 3 6/14/19 11:50 AM

THE BIG LIST

1. Ad Age Leading National Advertisers 2. Billion dollar spenders

$478 BILLION +15 PERCENT

7. Comcast Corp. 8. Facebook

$6.1 BILLION +236 PERCENT

9. Geico 10. Procter & Gamble Co.

$1.5 BILLION 53 PERCENT

Source: Ad Age Datacenter, WPP’s Kantar, Publicis Groupe’s Zenith.

4 Ad Age June 24, 2019

P004_AA_20190624_SUPP.indd 4 6/14/19 11:52 AM

© Copyright 2019 Crain Communications Inc.; see p. 3.

Important to Important People 5

P005_P016_AA_20190624_SUPP.indd 5 6/14/19 11:57 AM

Ad Age Leading National Advertisers

© Copyright 2019 Crain Communications Inc.; see p. 3.

36. GlaxoSmithKline: Estimate based on a revision to Ad Age’s spending model.

8 Ad Age June 24, 2019

P005_P016_AA_20190624_SUPP.indd 8 6/14/19 11:57 AM

Important to Important People 9

P005_P016_AA_20190624_SUPP.indd 9 6/14/19 11:58 AM

Ad Age Leading National Advertisers

© Copyright 2019 Crain Communications Inc.; see p. 3.

10 Ad Age June 24, 2019

P005_P016_AA_20190624_SUPP.indd 10 6/14/19 11:58 AM

Important to Important People 11

P005_P016_AA_20190624_SUPP.indd 11 6/14/19 11:58 AM

Ad Age Leading National Advertisers

© Copyright 2019 Crain Communications Inc.; see p. 3.

14 Ad Age June 24, 2019

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Important to Important People 15

P005_P016_AA_20190624_SUPP.indd 15 6/14/19 11:59 AM

Ad Age Leading National Advertisers

© Copyright 2019 Crain Communications Inc.; see p. 3.

16 Ad Age June 24, 2019

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Estimated 2018 Estimated U.S. ad spending growth,

CVS Health Corp.

Wells Fargo & Co.

Important to Important People 17

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U.S. ad spending forecast

Outdoor $9.8B Cinema $1.0B

Radio 7.7% Internet

Major media and marketing services

Spending (dollars in billions) Year-to-year percent change

18 Ad Age June 24, 2019

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Out of home Newspaper 4.8%

Important to Important People 19

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Ad Age Leading National Advertisers spending growth over time

12% Recovery: Spending rebounded

-6 Recession: LNA 2009 spending