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 2017, 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 2017

#1 #2
Samsung Procter & Gamble

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.

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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#3 #4
L'Oreal Unilever

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.

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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#5 #6
Nestle Comcast

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.

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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#7 #8
Amazon AT&T

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.

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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#9 #10
AB InBev Volkswagen

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.

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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#11 #12
LVMH Alphabet Google

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

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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#13 to #100
 Toyota  Heineken  Target
 Booking Holdings  Reckitt Benckiser  Novartis
 GM  Charter Communications  Richemont
 Ford Adidas  IBM
 Coca-Cola Company  PepsiCo  Apple
 Fiat Chrysler Automobiles  Yum Brands  Intel
 Sony Corp  21st Century Fox  Macy's
 McDonald's  Coty  Tata Motors (inc Jaguar Land Rover)
 Mars Inc  Merck & Co  Danone Group
 Nike  Hyundai Motor Co  Kering
 Bayer  Henkel  Astellas Pharma
 Expedia  Pernod-Ricard  Telefonica
 Suntory  Tencent  Rakuten
 Estee Lauder Cos  Berkshire Hathaway  Viacom
 American Express SAIC  Kao Brands
 BMW  Kia Motors  Schwarzgruppe
 Pfizer  Renault  eBay
 Walmart  LG Group  Molson Coors
 Honda Motor Co  Bank of America  Netflix
 JP Morgan Chase  GlaxoSmithKline  Mondelez
 Daimler  Beiersdorf / Tchibo  Seven&i
 Nissan Motor  Capital One  Yili Industrial Group
 Deutsche Telekom  Aeon  Vodafone
 Alibaba  Recruit Holdings  Restaurant Brands Intl
 Verizon  Citigroup  REWE
 Walt Disney Co  Microsoft  Kohl's
 Johnson & Johnson  Sanofi  IAC
 Diageo  Colgate-Palmolive  Carrefour Group
 PSA Groupe SoftBank (Sprint)  Mazda Motor Corp
   America Movil  

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


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