Rank
Marketer, headquarters
2022 total worldwide ad spending, dollars in billions
6
LVMH Moët Hennessy Louis Vuitton
Advertising and promotion spending
LVMH stepped up marketing in 2022, increasing ad and promotion spending to 12.1% of revenue—up from 11.4% in 2021 and 11.7% back in pre-pandemic 2019—as it invested in its gilded collection of luxury labels from Louis Vuitton to Tiffany. Ad and promotion spending in first-half 2023 came in at 12% of revenue, in line with the full-year 2022 spending rate.
1
Amazon
Advertising and promotion spending
2
L'Oréal
Advertising and promotion spending
3
Alibaba Group Holding
Advertising and promotion spending. Year ended March 2023
4
Procter & Gamble Co.
Estimated marketing spending. Year ended June 2023
5
Samsung Electronics Co.
Advertising and sales promotion spending
7
Alphabet (Google)
Advertising and promotion spending
8
Comcast Corp.
Marketing and promotion spending
9
Unilever
Brand and marketing investment costs
10
PDD Holdings (Pinduoduo, Temu)
Advertising expenditures and incentive programs
PDD's spending surged to $7.4 billion in 2022 from just $17 million in 2016. The e-commerce firm last year generated nearly all revenue from China. PDD last fall launched Temu, a Boston-based online marketplace that made a splash with an ad on the Super Bowl. PDD sales and marketing costs soared 50% in first-half 2023, mainly due to increased advertising and promotion.
11
Walt Disney Co.
Ad spending. Year ended October 2022
12
Nestlé
Advertising and marketing expenses
13
Booking Holdings
Marketing expenses
14
Anheuser-Busch InBev
Estimated advertising and marketing expenses
15
American Express Co.
Marketing expenses
16
McDonald's Corp.
Estimated worldwide systemwide
ad spending including spending from
franchisees and company-owned restaurants
17
Volkwagen
Estimated ad spending
18
JD.com
Ad spending
19
Toyota Motor Corp.
Estimated ad spending. Year ended March 2023
20
Coca-Cola Co.
Ad spending
21
Walmart
Ad spending
22
Nike
Advertising and promotion spending. Year ended May 2023
23
Capital One Financial Corp.
Marketing expenses
Capital One in 2022 poured a record $4 billion into marketing, up 40% for the year and far above the $2.3 billion it spent on marketing in pre-pandemic 2019. The credit card issuer pulled back in the first six months of 2023, cutting spending by about 7% to $1.8 billion. Capital One expects to spend more in the second half of 2023 than it did in the first half.
25
JPMorgan Chase & Co.
Marketing expenses
24
General Motors Co.
Advertising and promotion spending
Ad Age World's Largest Advertisers: 25 biggest spenders
By 2022 total worldwide advertising spending. Dollars in billions. Database with profiles, ad spending, executives and key global agencies for world's top 100 advertisers: AdAge.com/globalmarketers2023. Click the down button to view more.
$0
20B
5B
10B
15B
Ad Age Datacenter. Total worldwide advertising spending from Ad Age Datacenter estimates and company financial filings. Ad Age converted non-U.S. currencies at average exchange rates. Numbers rounded. See expanded ranking of top 100 advertisers and global marketers database (ad spending, key agency relationships, executives and company profiles): AdAge.com/globalmarketers2023.
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