Sharpest ad spending increases and decreases in 2022 among the Ad Age World’s Largest Advertisers top 100. Among the 100 biggest global advertisers, 48 increased spending in 2022; 48 decreased spending; and four held their spending steady.
Ad Age World's Largest Advertisers: Spending increases and decreases
Booking Holdings
Travel
Technology
Intuit
Travel
Expedia Group
Pharmaceuticals
Pfizer
Financial services
Capital One Financial Corp.
Entertainment and media
Walt Disney Co.
Financial services
JPMorgan Chase & Co.
Entertainment and media
Paramount Global
Retail
Amazon
Automotive
General Motors Co.
+58%
+45%
+44%
+40%
+40%
+31%
+29%
+26%
+22%
+21%
Marketer, category
Headquarters
Estimated ad spending increase, 2022 vs. 2021
Entertainment and media
Tencent Holdings
Entertainment and media
Warner Bros. Discovery
Automotive
Ford Motor Co.
Financial services
Berkshire Hathaway
Retail
Alibaba Group Holding
Entertainment and media
Baidu
Personal care
Shiseido Co.
Technology
LG Electronics
Beer, wine and liquor
Kirin Holdings
Automotive
Stellantis
-42%
-30%
-29%
-22%
-21%
-20%
-19%
-16%
-14%
-14%
Estimated ad spending decrease, 2022 vs. 2021
Headquarters
Marketer, category
Ad Age Datacenter. Total worldwide advertising spending based on Ad Age estimates and company disclosures. Ad Age converted non-U.S. currencies at average exchange rates. Numbers rounded. Ranking based on spending growth for Ad Age World's Largest Advertisers 2022's top 100 spenders. 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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