Ad Expenditure: US$558bn 2018 GroupM Forecast This Year Next Year Dec 2017

Top Advertisers

Adbrands provides profiles and account assignments for the world's top advertisers. This table lists the leading advertisers by estimated annual expenditure in 2018, from the ranking published annually by Advertising Age, based on data supplied by Nielsen, Kantar and other monitors. However, all figures are estimates. Adbrands also provides a ranking of published expenditure (where available) declared by each of the major global marketers. That table is provided to Adbrands subscribers and can be accessed here. See also:

 The Best Global Brands Two separate annual rankings compiled by Interbrand and Milward Brown Optimor

 Top Advertisers by Country Search our global maps for individual advertising markets

Leading Global Advertisers by estimated expenditure in 2018

Procter & Gamble

Procter & Gamble
is a giant in household products, for many years the world's biggest advertiser, and the company which defined many of the marketing strategies which we now take for granted.

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Korean giant Samsung is the global leader in smartphones, TVs and multiple other tech sectors, and overtook Intel in 2017 to become the #1 in the chips which drive all these devices.

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L'Oreal is the global
#1 in cosmetics with a portfolio that contains many of the world's biggest hair and beauty products - including such brands as Garnier, Maybelline, Lancome and Armani and Ralph Lauren fragrances.

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Unilever was
arguably the world's first packaged goods company, and still one of the global leaders, with operations in every corner of the globe and an especially strong profile in emerging markets.

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Amazon has gradually carved out a role as the world's biggest retail disrupter. Once a mere book seller, it is now a feared competitor in all sectors from fashion to food. Its next frontier may be medicines.

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Comcast is America's leading cable television operator, now under the Xfinity brand, and also one of the world's biggest media owners following the acquisition of NBC Universal.

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Nestlé is the world's biggest food company, with a portfolio that ranges from baby foods to pet care, from chocolate to mineral water. Brands include Nescafe, Kit Kat and Perrier, among many others.

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LVMH's portfolio is a catalogue of the finest things money can buy. It is the world's premier luxury goods company, controlling brands such as Louis Vuitton, Christian Dior, Hennessy and Moet & Chandon.

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Alphabet Google

The Alphabet corporate brand is still dwarfed in most people's minds by its two biggest businesses, search giant Google and video portal YouTube. The company also has interests in numerous other fields.

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The acquisitions of satellite broadcaster DirecTV and then content creator Time Warner have transformed AT&T from just a telecoms provider (albeit the biggest in the US) into a global media behemoth.

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AB InBev

A series of aggressive acquisitions in a rapidly consolidating market - including American icon Anheuser-Busch and most recently SABMiller - has made AB InBev the world's biggest brewer by a considerable margin.

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With a collection of brands including Audi, Porsche and Skoda as well as VW itself, Germany's Volkswagen Group overtook Toyota in 2016 as the world's biggest automobile manufacturer.

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#13 to #41 #41 to #71 #72 to #100
 Booking Holdings  Johnson & Johnson Richemont
 Walt Disney Co  PepsiCo  Citigroup
 Toyota  Mars Inc  Baidu
 Coca-Cola Company  Yum Brands  Target
 Ford  Netflix  Schwarzgruppe
 GM  Reckitt Benckiser  IBM
 McDonald's  PSA Groupe  Astellas Pharma
 American Express  Henkel  Progressive
 Fiat Chrysler Automobiles  Capital One  Kirin
 Nike  Berkshire Hathaway  eBay
Adidas  Hyundai Motor Co Softbank / Sprint
 Expedia  Merck & Co  Apple
 Walmart  Kia Motors  America Movil
 Sony Corp SAIC  Macy's
 Suntory  LG Electronics  Danone Group
 Estee Lauder Cos  Coty  EssilorLuxottica
 JP Morgan Chase  GlaxoSmithKline  Uber Technologies
 Alibaba  Kering  Restaurant Brands Intl
 Pfizer  Recruit Holdings  Tata Motors (inc Jaguar Land Rover)
 Charter Communications  Beiersdorf / Tchibo  Kao Brands
 Daimler  Renault  Seven&i
 Honda Motor Co  Rakuten  Telefonica
 Tencent  Pernod-Ricard  REWE
 BMW  Aeon  IAC
 Heineken  Bank of America  Intel
 Deutsche Telekom  Yili Industrial Group  Molson Coors
 Nissan Motor  Bayer  Mondelez
 Verizon  Sanofi  Home Depot
 Diageo  Microsoft  Dell

Source: Advertising Age / Kantar / Nielsen Media Research etc.

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