Advertisement

We need your help now

Support from readers like you keeps The Journal open.

You are visiting us because we have something you value. Independent, unbiased news that tells the truth. Advertising revenue goes some way to support our mission, but this year it has not been enough.

If you've seen value in our reporting, please contribute what you can, so we can continue to produce accurate and meaningful journalism. For everyone who needs it.

HEY BIG SPENDERS

These are the 10 companies that spend the most on advertising

That’s a lot of cash.

COLLECTIVELY, THE TOP 200 advertisers in the United States spent a record $137.8 billion on advertising in 2014, up 2% year on year, according to Ad Age’s annual “200 Leading National Advertisers” report.

But while this reads like promising news for the advertising sector, the growth rate was the lowest since the ad market recovery began in 2010, according to the report, which notes that leading advertisers are striving to make their media buys more efficient.

Overall, there were 38 marketers that spent more than $1 billion on advertising in the US alone last year. Here are the top 10 biggest spenders.

10. Disney – $2.1 billion

10-walt-disney-company-ad-spend-up-74-to-21-billion-the-company-spent-big-on-marketing-its-box-office-phenomenon-frozen-with-fresh-content-and-merchandise-long-after-its-2013-opening Disney Disney

The company spent big on marketing its box office phenomenon “Frozen” with fresh content and merchandise long after its 2013 opening.

9. L’Oreal – $2.2 billion

PastedImage-77783

The report notes that many of the brands that grew the fastest for the company in 2014 actually had very low or no ad spend — such as Kiehl’s, Urban Decay, and NYX. In April, the company’s US division launched a review of all its media, with a decision expected by the end of the year.

8. Fiat Chrysler – $2.2 billion

PastedImage-36349

Fiat launched a number of high-profile campaigns in 2014, including its “Fix It Again, Tony” ad (a derogatory acronym that was once widely used to describe the quality of its cars) and a big push for its Fiat 500 minicar starring Sean ‘Diddy’ Combs.

7. American Express – $2.4 billion

PastedImage-27290 American Express American Express

One of its most memorable campaigns from 2014 was an ad starring Tina Fey to introduce its new EveryDay credit card.

6. Ford – $2.5 billion

PastedImage-72523

Activity from Ford’s marketing department last year included its pre-game Super Bowl spot starring actor James Franco.

5. Verizon Communications – $2.5 billion

PastedImage-64952

Last year Verizon famously launched a content marketing site called SugarString, but shuttered it just two months later.

4. Comcast – $3 billion

PastedImage-71850

For Comcast, 2014 was a year marred with criticism of its customer service. Nevertheless, the company still spent big on ads in 2014, including its Star Trek-themed Super Bowl spot.

3. General Motors – $3.1 billion

PastedImage-8102

One of GM’s stand-out campaigns last year was a spot for its Chevrolet brand, featuring a gay couple in its TV ads for the first time. The same brand also cut a product placement deal with Disney’s Marvel Studios to feature its vehicles in “Captain America: The Winter Soldier.”

2. AT&T – $3.3 billion

PastedImage-37553

Last year it phased out its long-running “It’s Not Complicated” campaign in favor of a new “Better Network” messaging, swapping kid brand ambassadors for geeks called “The Network Guys.”

1. Procter and Gamble – $4.4 billion

Always / YouTube

The pharmaceutical company is the world’s largest advertiser.

The company is also shifting huge amounts of its budget to digital advertising, because it believes online ads deliver a higher return on investment than TV or print. One of its most popular campaigns of last year was its Always #LikeAGirl spot, which has been viewed on YouTube more than 58 million times.

Read: Bus company drops ad campaign that had topless woman with “Ride me all day” sign

Read: 11 legendary moments in Irish advertising history

Published with permission from
Business Insider
Your Voice
Readers Comments
43
    Submit a report
    Please help us understand how this comment violates our community guidelines.
    Thank you for the feedback
    Your feedback has been sent to our team for review.