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March 12, 2011

Top 100 Brands by worldwide media spending

Spenders By Industry and Vertical


Most industries spent less on advertising in 2009 than they did in 2008. The faltering economy guaranteed that. Consider the automotive companies: They led the way by spending more than $4 billion in advertising during the period surveyed. But that represents a 31 percent drop from what the auto sector spent from January through June of 2008.
  • Financial services companies, which spent the third-highest amount of advertising money in January through June of 2009 at just under $3 billion, spent a whopping 24 percent more on advertising one year earlier.
    The telecom companies, though, did buck this trend. In January through June of 2009, they spent $4 billion in advertising. That’s an increase of 8 percent from the year earlier. Telecom and restaurants, in fact, were the only business sectors that spent more on advertising in the first half of 2009 than they did in the first half of 2008. And the restaurant business, which spent slightly under $3 billion in advertising in the first half of 2009, only increased its adverting spending by 1 percent from the same period in 2008, so it barely counts.
     
  • The top 100  Corporates Spending   comes from the " Market Study" courtesy, Advertising Age

    • Abbott Laboratories
    Worldwide measured media spending $306.6 million
    Aldi Group
    Worldwide measured media spending $722.6 million
    • American Express Co.
    Worldwide measured media spending $428.8 million
    • Anheuser-Busch InBev
    Worldwide measured media spending $875.8 million
    • Apple
    Worldwide measured media spending $442.3 million
    • AstraZeneca
    Worldwide measured media spending $376.7 million
    • Avon Products
    Worldwide measured media spending $249.8 million
    • Axa Group
    Worldwide measured media spending $298.6 million
    • Bayer
    Worldwide measured media spending $770.5 million
    • BMW
    Worldwide measured media spending $681.9 million
    • Boehringer Ingelheim
    Worldwide measured media spending $405.3 million

    • Bristol-Myers Squibb Co.
    Worldwide measured media spending $440.5 million
    • Burger King Holdings
    Worldwide measured media spending $432.6 million
    • Campbell Soup Co.
    Worldwide measured media spending $558.7 million
    • Canon
    Worldwide measured media spending $480.7 million
    • Carrefour
    Worldwide measured media spending $510.7 million
    • Chrysler Group
    Worldwide measured media spending $659.4 million
    • Citigroup
    Worldwide measured media spending $267.9 million
    • Clorox Co.
    Worldwide measured media spending $515.4 million
    • Colgate-Palmolive Co.
    Worldwide measured media spending $887.3 million
    • Coty (Jab Investments)
    Worldwide measured media spending $324.0 million
    • Daimler
    Worldwide measured media spending $679.1 million

    • Danone Groupe
    Worldwide measured media spending $1.62 billion
    • Dell
    Worldwide measured media spending $489.2 million
    • Deutsche Telekom
    Worldwide measured media spending $1.40 billion
    • Diageo
    Worldwide measured media spending $304.3 million

    • Doctor's Associates (Subway)
    Worldwide measured media spending $448.2 million
    • Eli Lilly & Co.
    Worldwide measured media spending $394.2 million
    • Ferrero
    Worldwide measured media spending $1.17 billion
    • Fiat
    Worldwide measured media spending $693.7 million
    • Ford Motor Co.
    Worldwide measured media spending $2.06 billion
    • France Telecom
    Worldwide measured media spending $1.04 billion

    • Fuji Heavy Industries (Subaru)
    Worldwide measured media spending $388.2 million
    • General Electric Co.
    Worldwide measured media spending $1.15 billion
    • General Mills
    Worldwide measured media spending $934.7 million
    • General Motors Co.
    Worldwide measured media spending $3.27 billion
    • GlaxoSmithKline
    Worldwide measured media spending $1.63 billion
    • Hasbro
    Worldwide measured media spending $287.8 million
    • Heineken
    Worldwide measured media spending $351.1 million
    • Henkel
    Worldwide measured media spending $1.37 billion
    • Hewlett-Packard Co.
    Worldwide measured media spending $313.7 million
    • Honda Motor Co.
    Worldwide measured media spending $1.37 billion

    • Hyundai Motor Co.
    Worldwide measured media spending $828.9 million
    • IBM Corp.
    Worldwide measured media spending $311.9 million
    • Ikea International
    Worldwide measured media spending $436.3 million
    • ING Group
    Worldwide measured media spending $412.3 million
    • Johnson & Johnson
    Worldwide measured media spending $2.25 billion
    • Kao Corp.
    Worldwide measured media spending $789.4 million
    • Kellogg Co.
    Worldwide measured media spending $1.10 billion
    • Kia Motors Corp.
    Worldwide measured media spending $536.1 million
    • Kimberly-Clark Corp.
    Worldwide measured media spending $359.2 million
    • Kraft Foods
    Worldwide measured media spending $2.12 billion
    • L'Oreal
    Worldwide measured media spending $4.56 billion
    • LG Group
    Worldwide measured media spending $474.8 million
    • LVMH Moet Hennessy Louis Vuitton
    Worldwide measured media spending $559.7 million
    • Mars Inc.
    Worldwide measured media spending $1.59 billion
    • MasterCard
    Worldwide measured media spending $299.8 million
    • Mattel
    Worldwide measured media spending $395.2 million
    • Maxingvest (Beiersdorf, Tchibo)
    Worldwide measured media spending $1.19 billion

    • Mazda Motor Corp.
    Worldwide measured media spending $442.7 million
    • McDonald's Corp.
    Worldwide measured media spending $2.08 billion
    • Merck & Co.
    Worldwide measured media spending $773.6 million
    • Microsoft Corp.
    Worldwide measured media spending $713.0 million
    • Mitsubishi Motors Corp.
    Worldwide measured media spending $457.3 million
    • Nestle
    Worldwide measured media spending $2.62 billion
    • News Corp.
    Worldwide measured media spending $1.27 billion
    • Nintendo Co.
    Worldwide measured media spending $658.0 million
    • Nissan Motor Co.
    Worldwide measured media spending $1.12 billion
    • Nokia Corp.
    Worldwide measured media spending $278.6 million
    • Novartis
    Worldwide measured media spending $561.4 million
    • Panasonic Corp.
    Worldwide measured media spending $1.12 billion

    • PepsiCo
    Worldwide measured media spending $1.45 billion
    • Pfizer
    Worldwide measured media spending $1.83 billion
    • Procter & Gamble Co.
    Worldwide measured media spending $8.68 billion
    • PSA Peugeot Citroen
    Worldwide measured media spending $1.43 billion
    • Reckitt Benckiser
    Worldwide measured media spending $2.24 billion
    • Renault
    Worldwide measured media spending $1.09 billion
    • SABMiller (MillerCoors)
    Worldwide measured media spending $638.0 million
    • Samsung Group
    Worldwide measured media spending $705.4 million
    • Sanofi-Aventis
    Worldwide measured media spending $426.9 million
    • Sara Lee Corp.
    Worldwide measured media spending $255.0 million
    • SC Johnson
    Worldwide measured media spending $875.2 million
    • Sears Holdings Corp.
    Worldwide measured media spending $795.1 million

    • Sharp Corp.
    Worldwide measured media spending $331.2 million
    • Sony Corp.
    Worldwide measured media spending $1.71 billion
    • Suzuki Motor Co.
    Worldwide measured media spending $380.9 million
    • Telefonica
    Worldwide measured media spending $587.0 million
    • Time Warner
    Worldwide measured media spending $1.41 billion
    • Toyota Motor Corp.
    Worldwide measured media spending $2.31 billion
    • Unilever
    Worldwide measured media spending $6.03 billion
    • Viacom
    Worldwide measured media spending $760.8 million
    • Visa
    Worldwide measured media spending $403.7 million
    • Vivendi
    Worldwide measured media spending $767.1 million

    • Vodafone
    Worldwide measured media spending $879.7 million

    • Volkswagen
    Worldwide measured media spending $1.94 billion
    • Walmart Stores
    Worldwide measured media spending $1.42 billion
    • Walt Disney Co.
    Worldwide measured media spending $1.44 billion
    • Yum Brands
    Worldwide measured media spending $1.33 billion










    About The Data:ABOUT GLOBAL MARKETERS 2010
    Advertising Age's DataCenter produced the Global Marketers report.

    Global marketers that became the Top 100 were collated from media lists from 93 countries (plus breakouts for Hong Kong, Puerto Rico and the Pan Arab region) and provided by monitoring services. Primary sources of data by country include Kantar Media (formerly TNS); Nielsen Co.; Ibope (Latin America); AGB Nielsen Media Research; Pan Arab Research Center; Synovate (East Africa); Sigma Conseil (North and Western Africa) and Ifat (Israel). (See each country or the source links tab for links.) In some cases, monitoring services are licensees or partners of Nielsen or Kantar. Other independent companies also supplied data. Interpublic's McCann Erickson and UM, Publicis Groupe's Saatchi & Saatchi and WPP's JWT and Mindshare contributed significantly to the report.

    To determine the top advertisers in each country, Ad Age DataCenter started with listings from monitoring services that ranged from as few as five advertisers in smaller countries to as many as 500 advertisers in larger countries. In all cases, the Ad Age DataCenter aggregated spending by parent company. For example, Asda spending in the U.K. is attributed to Walmart Stores for the Top 100 ranking. Data reported by brand were similarly summed by parent advertiser. (Wrigley is included in Mars, for example.)

    Ad Age DataCenter determined the Global 100 by combining media-spending data from 93 countries (plus breakouts for Hong Kong, Puerto Rico and the Pan Arab region), using data contributed by media-tracking services. To qualify as "global," a marketer had to have reported media spending in at least three major regions.

    Several major U.S. companiesincluding Verizon Communications and AT&T, which spent in the range of $2 billion on 2009 measured mediadidn't make the list because their spending was almost entirely in the U.S.

    Media lists per country were by gross ad rates (unless otherwise noted). Advertising Age adjusted some markets' gross media expenditures to reflect a market's global media volume among all countries.

    A Top 100 marketer had to have reported media spending in at least three of these major regions--U.S. and Canada; Latin America; Europe, Middle East, Africa; Asia and Pacific--to qualify as "global" regardless of headquarters.

    Because Ad Age treats exchange rates on a historic basis, exchange rate fluctuations may decrease spending outside the U.S. due to the dollar's rise in 2009 versus 2008.

    Advertising spending percent changes are based on more statistically accurate data than Ad Age's published spending figures, which are in millions and rounded to one decimal place.

    Global 100 figures shown are estimates of media spending. Related content: See Ad Age's 100 Leading National Advertisers, which ranks marketers by total U.S. spending (media spending plus unmeasured spending estimates); see Marketer Trees 2010 database