Ad Age's 200 Leading National Advertisers Report Shows Marketers Tightening And Reallocating Spending

Top 200's U.S. ad spending rises just 2% in 2014 as budgets shift to digital

Jul 15, 2015, 12:56 ET from Advertising Age

NEW YORK, July 15, 2015 /PRNewswire/ -- Major marketers increased 2014 U.S. ad spending by a slim 2.0%, according to Advertising Age's annual report on the nation's top 200 advertisers.

Total U.S. ad spending for the 200 Leading National Advertisers reached a record $137.8 billion in 2014, but the growth rate was the lowest since the ad-market recovery took hold in 2010. The slow growth comes as major marketers are putting ad spending under scrutiny, reallocating budgets to deliver better results.

Top 10 Spenders

Biggest U.S. advertisers in 2014.

Rank

Marketer

2014 U.S.
ad
spending

2014 U.S. ad
spending
growth

1

Procter & Gamble Co.

$4.6 billion

-4.2%

2

AT&T

$3.3 billion

0.1%

3

General Motors Co.

$3.1 billion

-0.7%

4

Comcast Corp.

$3.0 billion

-1.7%

5

Verizon Communications

$2.5 billion

3.6%

6

Ford Motor Co.

$2.5 billion

-3.6%

7

American Express Co.

$2.4 billion

7.9%

8

Fiat Chrysler Automobiles

$2.2 billion

14.0%

9

L'Oreal

$2.2 billion

-2.0%

10

Walt Disney Co.

$2.1 billion

7.4%

Source: Ad Age Datacenter estimates of total U.S. ad spending. More info: AdAge.com/lna2015

"The report demonstrates how blue-chip marketers are getting more bang for their billions of bucks," said Bradley Johnson, Ad Age's director of data analytics. "The story is not that marketers are pulling back. They are spending smarter, doubling down on digital strategies and taking unnecessary costs out of marketing."

Thirty-eight marketers spent more than $1 billion on U.S. advertising in 2014, according to the report, compiled by the Ad Age Datacenter. The nation's biggest advertiser, Procter & Gamble Co., spent $4.6 billion on 2014 U.S. advertising, according to Ad Age.

The Leading National Advertisers report analyzes spending for the top 200 U.S. advertisers, double the number tracked in Ad Age's previous editions of this report. In total, the top 200 advertisers accounted for more than half of 2014 U.S. media advertising spending.

Ad Age's 60th annual Leading National Advertisers report appears in the publication's July 13 print edition and in expanded form as an online report and database at AdAge.com/lna2015 (subscription required).

About Advertising Age
Advertising Age is the leading global source of news, intelligence and conversation for the marketing and media community. Ongoing coverage of strategic topics like CMO Strategy and data-driven marketing is complemented by breaking news on digital, social media and more. The 85-year-old media brand also produces industry rankings including the 200 Leading National Advertisers report, Agency A-List and the annual Agency Report.

 

 

 

SOURCE Advertising Age



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