World's Largest Advertisers 2018

Move over P&G, there’s a new addition to the World’s Largest Advertisers 2018 list! According to Ad Age, Samsung has overthrown P&G from the throne of being the ‘World’s Biggest Advertiser’.

The tech giant started to spend more money, reportedly, after the backlash and negative responses it started to receive the following the highly criticized recall of the Galaxy Note 7 due to exploding batteries.


The new rankings report states that P&G is still the world’s largest spender on a narrower definition of advertising.

P&G reported $7.1 billion in advertising costs in the year ended June 2018, including TV, print, radio, internet and in-store ads.

Samsung’s reported advertising expenses, excluding its massive sales promotion budget, came in at $4.8 billion in 2017.

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Total ad spending for the Ad Age World’s 100 Largest Advertisers rose 4.9 percent to $279 billion in 2017, with spending increases at 68 companies. The ranking includes a roster of global brand marketers from Samsung to Mazda Motor Corp. (No. 100 on the list at $1.1 billion).

The list also includes internet-age companies- Netflix, Alibaba, Alphabet, Amazon, and others which have increased the amount of money they spend globally by 26.6%.

Ad Age World’s Five Largest Advertisers

RankMarketerHeadquartersCategory2017 Total Worldwide Advertising Spending
1Samsung Electronics Co.South KoreaTechnology$11.2B
2Procter & Gamble Co.U.S.Personal care10.5B
3L’OréalFrancePersonal care8.6B
4UnileverU.K./NetherlandsPersonal care8.5B
5NestléSwitzerlandFood and beverages7.2B
Ad Age World’s Largest Advertisers: Top five$46.1B
Ad Age World’s Largest Advertisers: Top 100$279.0B

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Chinese online retailer Alibaba more than doubled advertising and promotion spending in 2017.

RankMarketerHeadquartersCategory2017 total worldwide advertising spendingPercent change vs. 2016
1Alibaba Group HoldingChinaRetail$2.7B105%
2Tencent HoldingsChinaEntertainment and media2.0B46
3ViacomU.S.Entertainment and media1.3B35
5Alphabet (Google)U.S.Entertainment and media5.1B32

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Ad Age World’s Largest Advertisers by Category

Fourteen personal care and household products marketers in 2017 accounted for about $52 billion or nearly one-fifth of ad spending for Ad Age World’s 100 Largest Advertisers. Sixteen automakers made the top 100 ranking with spending of $47 billion.

CategoryNumber of marketers2017 total worldwide advertising spendingShare of top 100’s spending
Personal care and household products14$51.6B18.5%
Entertainment and media1129.8B10.7
Food and beverages720.9B7.5
Beer, wine and liquor617.8B6.4
Financial services613.2B4.7
Ad Age World’s Largest Advertisers: Top 100100$279.0B100.0%

About Ad Age World’s Largest Advertisers 2018

Ad Age World’s Largest Advertisers 2018 is the 32nd annual global report produced by Ad Age Datacenter.

The complete report is online.

Stay tuned to Brandsynario for more news and updates.

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