By 2022 total worldwide advertising spending for world’s top 100 advertisers. Dollars in billions.
Ad Age World's Largest Advertisers by country
Number of marketers:
Percent change, 2022 vs. 2021:
Share of top 100's spending:
Ad Age World's Largest Advertisers: Top 100
100
2.3%
100.0%
2022 total worldwide
ad spending
$347.4
6
6.4%
8.9%
Number of marketers:
Percent change, 2022 vs. 2021:
Share of top 100's spending:
$31.0
2022 total worldwide
ad spending
France
51
8.7%
50.6%
Number of marketers:
Percent change, 2022 vs. 2021:
Share of top 100's spending:
$175.7
2022 total worldwide
ad spending
U.S.
Click on arrows in table below to view breakouts by country.
10
-3.3%
7.2%
Number of marketers:
Percent change, 2022 vs. 2021:
Share of top 100's spending:
$25.0
2022 total worldwide
ad spending
Germany
6
-19.5%
6.9%
Number of marketers:
Percent change, 2022 vs. 2021:
Share of top 100's spending:
$24.1
2022 total worldwide
ad spending
China
9
-7.8%
6.7%
Number of marketers:
Percent change, 2022 vs. 2021:
Share of top 100's spending:
$23.2
2022 total worldwide
ad spending
Japan
6
1.4%
5.7%
Number of marketers:
Percent change, 2022 vs. 2021:
Share of top 100's spending:
$19.9
2022 total worldwide
ad spending
U.K.
4
-0.5%
4.7%
Number of marketers:
Percent change, 2022 vs. 2021:
Share of top 100's spending:
$16.3
2022 total worldwide
ad spending
South Korea
2
14.6%
2.8%
Number of marketers:
Percent change, 2022 vs. 2021:
Share of top 100's spending:
$9.7
2022 total worldwide
ad spending
Ireland
2
-3.6%
2.5%
Number of marketers:
Percent change, 2022 vs. 2021:
Share of top 100's spending:
$8.8
2022 total worldwide
ad spending
Switzerland
2
-3.6%
1.9%
Number of marketers:
Percent change, 2022 vs. 2021:
Share of top 100's spending:
$6.5
2022 total worldwide
ad spending
Netherlands
1
-7.1%
1.6%
Number of marketers:
Percent change, 2022 vs. 2021:
Share of top 100's spending:
$5.5
2022 total worldwide
ad spending
Belgium
1
8.6%
0.5%
Number of marketers:
Percent change, 2022 vs. 2021:
Share of top 100's spending:
$1.6
2022 total worldwide
ad spending
Canada
Among the Ad Age World’s Largest Advertisers top 100, six China-based marketers in 2022 spent $24.1 billion on advertising, a 19.5% year-on-year drop defined by double-digit decreases at internet firms Tencent, Alibaba, Baidu and JD.com. A seventh China-centric firm, PDD Holdings, is captured in this table under Ireland since it reports Dublin as its principal executive offices. PDD, which operates the Pinduoduo and Temu shopping platforms, increased spending by 15.9% in 2022.
Among the Ad Age World’s Largest Advertisers top 100, six China-based marketers in 2022 spent $24.1 billion on advertising, a 19.5% year-on-year drop defined by double-digit decreases at internet firms Tencent, Alibaba, Baidu and JD.com. A seventh China-centric firm, PDD Holdings, is captured in this table under Ireland since it reports Dublin as its principal executive offices. PDD, which operates the Pinduoduo and Temu shopping platforms, increased spending by 15.9% in 2022.
