By 2022 total worldwide advertising spending for world’s top 100 advertisers. Dollars in billions.
Ad Age World's Largest Advertisers by category
Share of top 100's spending
2022 total worldwide
ad spending
Percent change, 2022 vs. 2021
16
Retail
+3.8%
21.6%
$75.1
14.6
-1.0
$50.6
12
Personal care
14.3
+0.6
$49.5
13
Entertainment and media
10.2
-4.0
$35.4
12
Automotive
6.2
+9.4
$21.5
8
Financial services
6.2
-0.3
$21.4
6
Food and beverages
5.3
-2.0
$18.5
6
Beer, wine and liquor
5.1
+3.2
$17.8
6
Technology
3.6
+1.7
$12.5
4
Telecommunications
3.3
+41.4
$11.6
3
Travel
3.3
+9.4
$11.4
6
Pharmaceuticals
3.1
+4.5
$10.6
4
Restaurants
2.0
+1.6
$7.0
2
Apparel
1.3
-6.7
$4.5
2
Household products
Category, number of marketers
100.0%
+2.3%
$347.4
100
Ad Age World's Largest Advertisers: Top 100
Global ad spending for the top 100 rose in nine of 14 marketer categories in 2022. Global spending for three travel-related marketers (Booking Holdings, Expedia Group, Uber) surged 41%, propelling the travel category to the biggest percentage increase in 2022 as travel continued to rebound from 2020's pandemic lockdown. Four categories saw single-digit declines: Household products; automotive; beer, wine and liquor; and personal care. The food and beverages category was down slightly.