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Ad Age Marketer Trees 2023

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Database of Ad Age Leading National Advertisers (June 2023)

Ad Age Marketer Trees 2023 shows ad spending, brands, profiles, executives and agency rosters for the 100 biggest U.S. advertisers. Ad Age Datacenter subscribers can click + signs to see expanded data. The first record can be viewed for free.

Kraft Heinz Co.[This record free to all users]

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/25/2022Year ended 12/25/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$663$742-10.7
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search1,1152,370-53.0
    Other measured digital media56,060123,221-54.5
    Ad-supported video on demand7,48715,019-50.1
    Network TV13,47010,94123.1
    Spot TV940107782.2
    Syndicated TV1,7731,31435.0
    Cable TV networks88,849151,552-41.4
    Spanish-language network TV4,156334NA
    National spot radio14918-98.4
    Local radio230445-48.4
    Magazine26,70954,741-51.2
    Sunday magazineNA2,150NA
    B-to-B magazine1012-12.1
    Local magazineNA14NA
    Outdoor5,0321,397260.1
    Newspaper762NANA
      Total measured media206,607364,533-43.3
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Kraft65,875124,507-47.1
    Oscar Mayer33,76428,39918.9
    Lunchables32,58453,570-39.2
    Philadelphia29,71743,730-32.0
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2012640.03.5
    2013747.04.1
    2014652.03.6
    2015464.02.5
    2016708.02.7
    2017629.02.4
    2018584.02.2
    2019976.03.9
    20201,070.04.1
    20211,039.04.0
    2022945.03.6
    Kraft Heinz Co. operates on a 52- or 53-week fiscal year ending on the last Saturday in December.

    The company was created July 2, 2015, when H.J. Heinz Holding Corp. bought Kraft Foods Group. At the closing of the merger, H.J. Heinz Holding Corp. was renamed Kraft Heinz Co.

    Ad costs:

    In its February 2022 10-K, Kraft Heinz disclosed an expanded definition of "advertising expenses": "In 2021, we updated our definition of advertising expenses to reflect a more comprehensive view of costs that promote our brands to create or stimulate a desire to buy our products. Our definition of advertising expenses now includes advertising production costs, in-store advertising costs, agency fees, brand promotions and events, and sponsorships, in addition to costs to obtain advertising in television, radio, print, digital, and social channels." With that change, the company restated 2020 ad spending to $1.070 billion (from $646 million) and 2019 ad spending to $976 million (from $534 million). The company's previous definition of "advertising expenses," as shown in its February 2021 10-K, was "costs to obtain physical advertisement spots in television, radio, print, digital, and social channels."

    2016 and after: Kraft Heinz Co. stated "advertising expenses."
    2015: Kraft Heinz Co. stated "advertising expenses" for year ended Jan. 3, 2016; includes ad spending for former Kraft Foods Group starting July 2, 2015.
    2009-2014: Kraft Foods Group stated worldwide "advertising expenses" for Kraft Foods Group.

    Ad spending as percent of sales:

    2015 and after: Worldwide "advertising expenses" as percent of "net sales" for Kraft Heinz Co.
    2009-2014: Worldwide "advertising expenses" as percent of "net revenues" for Kraft Foods Group.
    SALES AND EARNINGS ($ in millions from public documents)
    Kraft Heinz Co. (Nasdaq: KHC)
    WorldwideYear ended 12/25/2022Year ended 12/25/2021% chg
    Sales$26,485$26,0421.7
    Earnings2,3681,024131.3
    GEOGRAPHIC SALES (year ended 12/25/2022)
    Region ($ in millions)Year ended 12/25/2022Year ended 12/25/2021% chg
    U.S.18,58718,604-0.1
    Other4,9864,5449.7
    Canada1,7521,7470.3
    U.K.1,1605,691-79.6
    DIVISION SALES (year ended 12/25/2022)
    Division or segment sales ($ in millions)Year ended 12/25/2022Year ended 12/25/2021% chg
    Condiments and sauces8,2417,30212.9
    Cheese and dairy3,9764,922-19.2
    Ambient foods3,0472,8965.2
    Frozen and chilled foods2,9222,6988.3
    Meats and seafood2,7332,6134.6
    Refreshment beverages1,9991,78611.9
    Desserts, toppings and baking1,1951,1573.3
    Other1,05891615.5
    Coffee9038476.6
    Infant and nutrition411441-6.8
    Nuts and salted snacks0464NA
    Connections
    Kraft Heinz Co.
    Ticker: Nasdaq KHC
    1 PPG Place, Suite 3200, Pittsburgh, Pa. 15222/Phone: (412) 456-5700.
    200 E. Randolph, Suite 7600, Chicago, Ill., 60601/Phone: (847) 646-2000.
    URL: https://www.kraftheinzcompany.com
    Twitter: @KraftHeinzCo
    Divisions, key executives and agencies

AbbVie

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,787$1,863-4.1
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search23,42027,261-14.1
    Other measured digital media174,909143,92621.5
    Ad-supported video on demand52,38935,84246.2
    Network TV298,920398,993-25.1
    Spot TV27,06542,499-36.3
    Syndicated TV161,327100,13561.1
    Cable TV networks422,529369,86114.2
    Spanish-language network TV2322,917-92.0
    National spot radio1,8992,022-6.1
    Local radio6,1681,189418.9
    Network radio11,95517,754-32.7
    Magazine3,99530,388-86.9
    Outdoor92100-7.7
    NewspaperNA33NA
      Total measured media1,184,9011,172,9181.0
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Rinvoq425,999236,05880.5
    Skyrizi234,505209,60811.9
    Botox136,609117,66316.1
    Qulipta74,152592NA
    Ubrelvy71,15490,420-21.3
    Vraylar38,02257,352-33.7
    Vuity37,04288NA
    Juvederm35,38630,18517.2
    AbbVie Corporate31,31531,793-1.5
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2011375.02.1
    2012506.02.8
    2013626.03.3
    2014665.03.3
    2015704.03.1
    2016764.03.0
    2017846.03.0
    20181,100.03.4
    20191,100.03.3
    20201,800.03.9
    20212,100.03.7
    20222,000.03.4
    AbbVie acquired Allergan on May 8, 2020.

    Ad costs:

    Stated worldwide "advertising expenses."

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of "net revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    AbbVie (NYSE: ABBV)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$58,054$56,1973.3
    Earnings11,83611,5422.5
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.45,71343,5105.1
    International12,34112,687-2.7
    Connections
    AbbVie
    Ticker: NYSE ABBV
    1 N. Waukegan Road, North Chicago, Ill. 60064/Phone: (847) 932-7900.
    URL: https://www.abbvie.com
    Facebook: https://www.facebook.com/abbvieglobal
    Twitter: @abbvie
    Divisions, key executives and agencies

Adidas

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$771$68213.1
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search88,98544,364100.6
    Other measured digital media30,04357,471-47.7
    Ad-supported video on demand1,45998448.3
    Network TV7,0645,88120.1
    Spot TV372738.0
    Cable TV networks21,78120,2177.7
    Spanish-language network TV7491,062-29.5
    National spot radio7NANA
    Local radio2NANA
    Magazine20216224.7
    Outdoor1,5243,774-59.6
    Newspaper216NANA
      Total measured media152,069133,94313.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Adidas151,880133,87913.4
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20173,077.512.8
    20183,545.713.7
    20193,406.812.9
    20202,708.412.9
    20213,014.012.0
    20222,913.012.3
    Converted to dollars.

    Ad costs:

    Stated worldwide "marketing and point-of-sale expenses."

    2022: 2.763 billion euros.
    2021: 2.547 billion euros.
    2020: 2.373 billion euros. (restated in 2022 from 2.573 billion euros).
    2019: 3.042 billion euros.
    2018: 3.001 billion euros.
    2017: 2.724 billion euros.

    Ad spending as percent of sales:

    Worldwide "marketing and point-of-sale expenses" as percent of "net sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Adidas (ETR: ADS)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$23,733$25,127-5.5
    Earnings6732,554-73.7
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Europe, Middle East, Africa9,0329,333-3.2
    North America6,7456,04711.5
    Greater China3,3685,440-38.1
    Asia-Pacific2,3632,595-9.0
    Latin America2,2231,71129.9
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    ApparelNANA
    Connections
    Adidas
    Ticker: ETR ADS
    Adi-Dassler-Strasse 1, Herzogenaurach, Germany 91074/Phone: 49 9132 84 0.
    URL: https://www.adidas-group.com/en
    Facebook: https://www.facebook.com/adidas
    Twitter: @adidas
    Divisions, key executives and agencies

Allstate Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$942$1,260-25.3
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search75,994364,063-79.1
    Other measured digital media147,84688,51167.0
    Ad-supported video on demand5,0714,06424.8
    Network TV140,629232,174-39.4
    Spot TV2,5411,27699.2
    Syndicated TV53,05445,58816.4
    Cable TV networks157,181219,113-28.3
    Spanish-language network TV8,0549,019-10.7
    National spot radio3,176884259.4
    Local radio11,5367,79847.9
    Network radio8,42011,989-29.8
    MagazineNA244NA
    B-to-B magazine170245-30.4
    Outdoor5,66226,152-78.4
    Newspaper17195-91.4
      Total measured media619,3501,011,313-38.8
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Allstate617,2631,005,530-38.6
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2015777.72.1
    2016785.12.1
    2017717.21.8
    2018815.62.0
    2019851.02.0
    2020941.02.2
    20211,249.02.5
    2022934.01.8
    Ad costs:

    2019 and after: Stated worldwide "advertising expense."
    2012-2018: Allstate Insurance Group's stated "advertising" expense on Combined Annual Statements (including Allstate, Encompass and Esurance) as filed with regulators. Allstate in fourth-quarter 2019 decided to integrate Esurance into the Allstate brand.

    Ad spending as percent of sales:

    2019 and after: Stated worldwide "advertising expense" as percent of stated "total revenues."
    2012-2018: Stated "advertising" expense on Combined Annual Statements as percent of stated "total revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Allstate Corp. (NYSE: ALL)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$51,412$50,5881.6
    Earnings-1,4161,485NA
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Connections
    Allstate Corp.
    Ticker: NYSE ALL
    3100 Sanders Road, Northbrook, Ill. 60062/Phone: (847) 402-5000.
    URL: https://www.allstate.com
    Facebook: https://www.facebook.com/allstate
    Twitter: @Allstate
    Divisions, key executives and agencies

Alphabet (Google)

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$4,373$3,60221.4
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search92495-81.4
    Other measured digital media819,490874,935-6.3
    Ad-supported video on demand11,39212,056-5.5
    Network TV228,743288,591-20.7
    Spot TV19,64915,15729.6
    Syndicated TV1,0481,345-22.1
    Cable TV networks174,337200,400-13.0
    Spanish-language network TV27,54937,614-26.8
    National spot radio2551,161-78.1
    Local radio4913,656-86.6
    Magazine28,76839,196-26.6
    Sunday magazineNA1,209NA
    B-to-B magazine371184101.2
    Spanish-language magazine83154.8
    Outdoor37,56823,19762.0
    Newspaper35,63827,88827.8
    Spanish-language newspaper92848.6
      Total measured media1,385,4891,527,171-9.3
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Google1,114,7631,251,283-10.9
    YouTube203,453195,0954.3
    FitBit30,55444,742-31.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20012.52.9
    20025.61.3
    200320.91.4
    200437.71.2
    2005104.31.7
    2006188.41.8
    2007236.71.4
    2008266.41.2
    2009353.41.5
    2010772.02.6
    20111,544.04.1
    20121,992.04.3
    20132,389.04.3
    20143,004.04.6
    20153,186.04.2
    20163,868.04.3
    20175,134.04.6
    20186,367.04.7
    20196,769.04.2
    20205,374.02.9
    20217,874.03.1
    20229,174.03.2
    Ad costs:

    Worldwide "advertising and promotional expenses."

    2022, 2021, 2020, 2019, 2018 and 2017 figures are implied from 10-K filings. Those filings also showed rounded "advertising and promotional expenses" of:

    2022:$9.2 billion.
    2021: $7.9 billion.
    2020: $5.4 billion.
    2019: $6.8 billion.
    2018: $6.4 billion.
    2017: $5.1 billion.

    2013: Restated from $2.848 billion to exclude Motorola.
    2012: Restated from $2.332 billion to exclude Motorola.

    2001: Advertising expenses excluding warrant amortization expense.

    Ad spending as percent of sales:

    Worldwide "advertising and promotional expenses" as percent of "revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Alphabet (Google) (Nasdaq: GOOG)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$282,836$257,6379.8
    Earnings59,97276,033-21.1
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.134,814117,85414.4
    Europe, Middle East, Africa82,06279,1073.7
    Asia, Pacific47,02446,1232.0
    Other Americas16,97614,40417.9
    Hedging gains1,9601491215.4
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Google253,528237,5296.7
    Google cloud26,28019,20636.8
    Hedging gains (losses)1,9601491215.4
    Other Bets1,06875341.8
    Connections
    Alphabet (Google)
    Ticker: Nasdaq GOOG
    1600 Amphitheatre Parkway, Mountain View, Calif. 94043/Phone: (650) 253-0000.
    URL: https://www.abc.xyz
    Facebook: https://www.facebook.com/google
    Twitter: @Google
    Divisions, key executives and agencies

Amazon

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$13,483$10,43029.3
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search3,152,5452,081,87051.4
    Other measured digital media2,538,5582,009,26026.3
    Ad-supported video on demand231,908122,85888.8
    Network TV369,007464,122-20.5
    Spot TV14,73324,053-38.7
    Syndicated TV62,48188,487-29.4
    Cable TV networks386,605495,725-22.0
    Spanish-language network TV28,49331,827-10.5
    National spot radio5,5807,616-26.7
    Local radio46,73532,91842.0
    Network radio9,21010,227-9.9
    Magazine2,6773,727-28.2
    B-to-B magazine5,64011,896-52.6
    Local magazine282223.7
    Spanish-language magazineNA20NA
    Outdoor53,56951,0764.9
    Newspaper4,5636,437-29.1
    Spanish-language newspaper155219.1
      Total measured media6,912,3485,442,14627.0
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Amazon6,114,2794,604,74332.8
    Zappos178,265103,56472.1
    Audible174,821177,503-1.5
    Whole Foods142,161141,2550.6
    Ring66,71986,811-23.1
    MGM pictures53,66912,986313.3
    United Artists Releasing pictures37,1133,303NA
    Freevee36,483516NA
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    19950.05.9
    19963.421.6
    199721.214.3
    199854.08.9
    1999166.010.1
    2000172.06.2
    2001125.04.0
    2002114.02.9
    2003109.02.1
    2004141.02.0
    2005168.02.0
    2006226.02.1
    2007306.02.1
    2008420.02.2
    2009593.02.4
    2010890.02.6
    20111,400.02.9
    20122,000.03.3
    20132,400.03.2
    20143,300.03.7
    20153,800.03.6
    20165,000.03.7
    20176,300.03.5
    20188,200.03.5
    201911,000.03.9
    202010,900.02.8
    202116,900.03.6
    202220,600.04.0
    Ad costs:

    Stated worldwide "advertising and other promotional costs." (Figures for 1995 through 1998 are "advertising expense.")

    Ad spending as percent of sales:

    Worldwide "advertising and other promotional costs" as percent of "net sales." (Figures for 1995 through 1998 are "advertising expense" as percent of "net sales.")
    SALES AND EARNINGS ($ in millions from public documents)
    Amazon (Nasdaq: AMZN)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$513,983$469,8229.4
    Earnings-2,72233,364NA
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.356,113314,00613.4
    Rest of world69,80263,5059.9
    Germany33,59837,326-10.0
    U.K.30,07431,914-5.8
    Japan24,39623,0715.7
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    North America315,880279,83312.9
    International118,007127,787-7.7
    AWS80,09662,20228.8
    Connections
    Amazon
    Ticker: Nasdaq AMZN
    410 Terry Ave. N, Seattle, Wash. 98109/Phone: (206) 266-1000.
    URL: https://www.amazon.com
    Facebook: https://www.facebook.com/amazon
    Twitter: @amazon
    Divisions, key executives and agencies

American Express Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$4,274$4,1333.4
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search96,62252,29584.8
    Other measured digital media216,480225,479-4.0
    Ad-supported video on demand4,355847414.1
    Network TV23,96934,066-29.6
    Spot TV2716,445-95.8
    Cable TV networks39,59854,899-27.9
    National spot radio6233,590-82.6
    Local radio2802,135-86.9
    Magazine1,8983,282-42.2
    B-to-B magazine676110.0
    Spanish-language magazine8NANA
    Outdoor41,38926,82554.3
    Newspaper158806-80.4
      Total measured media425,716410,7303.6
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    American Express393,083404,521-2.8
    Kabbage28,4594,108592.8
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20072,562.09.3
    20082,430.08.6
    20092,010.08.3
    20103,147.011.4
    20112,996.010.0
    20122,890.09.2
    20132,939.08.9
    20143,216.09.4
    20153,109.09.5
    20166,249.017.6
    20175,722.015.5
    20186,477.016.1
    20197,125.016.4
    20203,696.010.2
    20215,291.012.5
    20225,458.010.3
    Ad costs:

    Stated worldwide "marketing" costs (2020 and after). Stated worldwide "marketing and business development" costs (2016 through 2019). Stated worldwide "marketing and promotion" costs (2015 and earlier).

    2014: Restated from $3.320 billion.
    2013: Restated from $3.043 billion.
    2010: Restated.
    2009: Restated.

    Ad spending as percent of sales:

    Worldwide "marketing" costs as percent of "total revenues net of interest expense" (2020 and after). Worldwide "marketing and business development" costs as percent of "total revenues net of interest expense" (2016 through 2019). Worldwide "marketing and promotion" costs as percent of "total revenues net of interest expense" (2015 and earlier).
    SALES AND EARNINGS ($ in millions from public documents)
    American Express Co. (NYSE: AXP)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$52,862$42,38024.7
    Earnings7,5148,060-6.8
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.41,39633,10325.1
    Europe, Middle East, Africa4,8713,64333.7
    Japan, Asia Pacific, Australia3,8353,41812.2
    Latin America, Canada, Caribbean2,9172,23830.3
    Other/unallocated-157-22NA
    Connections
    American Express Co.
    Ticker: NYSE AXP
    200 Vesey St., New York, N.Y. 10285/Phone: (212) 640-2000.
    URL: https://www.americanexpress.com
    Facebook: https://www.facebook.com/americanexpressus
    Twitter: @AmericanExpress
    Divisions, key executives and agencies

Amgen

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$718$7170.1
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search11,49913,861-17.0
    Other measured digital media46,91441,74112.4
    Ad-supported video on demand5,73717,132-66.5
    Network TV44,539105,380-57.7
    Spot TV5,44010,850-49.9
    Syndicated TV13,19411,00419.9
    Cable TV networks77,176131,325-41.2
    National spot radio249NANA
    Local radio1NANA
    Magazine8,89928,831-69.1
    Spanish-language magazineNA6NA
    Outdoor3878-51.9
    NewspaperNA240NA
      Total measured media213,685360,448-40.7
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Otezla85,558142,446-39.9
    Enbrel67,89199,506-31.8
    Prolia29,96360,669-50.6
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2015346.01.6
    2016489.02.1
    Ad costs:

    Stated worldwide "advertising costs."

    Ad spending as percent of sales:

    Worldwide advertising costs as percent of worldwide "total revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Amgen (Nasdaq: AMGN)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$26,323$25,9791.3
    Earnings6,5525,89311.2
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.18,59518,1942.2
    Rest of world7,7287,785-0.7
    Connections
    Amgen
    Ticker: Nasdaq AMGN
    1 Amgen Center Drive, Thousand Oaks, Calif. 91320-1799/Phone: (805) 447-1000.
    URL: https://www.amgen.com
    Facebook: https://www.facebook.com/amgenbiotech
    Twitter: @Amgen
    Divisions, key executives and agencies

Anheuser-Busch InBev

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,400$1,568-10.8
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search99774134.6
    Other measured digital media79,27691,808-13.7
    Ad-supported video on demand5,589501NA
    Network TV157,747191,598-17.7
    Spot TV15,7136,209153.1
    Cable TV networks53,80090,109-40.3
    Spanish-language network TV7,78313,940-44.2
    National spot radio2,0041,72116.5
    Local radio4,1072,51263.5
    Magazine34642718.2
    B-to-B magazine66131-49.4
    Local magazine1017142.9
    Outdoor22,93622,1133.7
    Newspaper258587-56.1
      Total measured media350,722422,081-16.9
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Michelob133,612160,289-16.6
    Budweiser112,440157,162-28.5
    Anheuser-Busch56,25464,541-12.8
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20104,712.013.0
    20115,133.013.1
    20125,254.013.2
    20135,958.013.8
    20147,036.015.0
    20156,913.015.9
    20167,745.017.0
    20178,265.015.1
    20187,774.014.7
    20197,348.014.0
    20206,861.014.6
    20217,292.013.4
    20226,752.011.7
    Ad costs:

    Stated worldwide sales and marketing expenses.

    2018: Restated in 2020 from $7.883 billion.
    2017: Restated in 2020 from $8.382 billion.
    2012: Restated in 2014 from $5.258 billion.
    2011: Restated in 2014 from $5.143 billion.

    Ad spending as percent of sales:

    Worldwide "sales and marketing expenses" as percent of "revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Anheuser-Busch InBev (NYSE: BUD)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$57,786$54,3046.4
    Earnings5,9694,67027.8
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    North America16,56616,2571.9
    Middle Americas14,18012,54113.1
    South America11,5999,49422.2
    Europe, Middle East, Africa8,1208,0321.1
    Asia Pacific6,5326,848-4.6
    Global export and holding companies7901,133-30.3
    Connections
    Anheuser-Busch InBev
    Ticker: NYSE BUD
    Brouwerijplein 1, Leuven, Belgium 3000/Phone: 32 16 27 61 11.
    URL: https://www.ab-inbev.com
    Facebook: https://www.facebook.com/abinbev
    Twitter: @AnheuserBusch
    Divisions, key executives and agencies

Apple

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 9/24/2022Year ended 9/25/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$985$9484.0
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search136,397122,78811.1
    Other measured digital media602,346623,723-3.4
    Ad-supported video on demand68,60650,83535.0
    Network TV260,223356,864-27.1
    Spot TV4,0801,648147.6
    Syndicated TV8,0623,581125.1
    Cable TV networks134,421163,035-17.6
    Spanish-language network TV12,44311,12011.9
    National spot radio1,0361,093-5.2
    Local radio1,7311,6276.4
    Network radio27314193.8
    Magazine1,4901,26517.8
    Sunday magazineNA125NA
    B-to-B magazine1,7852,078-14.1
    Local magazineNA14NA
    Outdoor81,68164,86225.9
    Newspaper3,176599430.7
    Spanish-language newspaper12NANA
      Total measured media1,317,7621,405,395-6.2
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Apple1,292,4751,264,1352.2
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    19792.04.2
    19804.53.8
    198118.85.6
    198245.67.8
    198377.87.9
    1984179.711.9
    1985187.59.8
    1986157.88.3
    1987222.48.4
    198897.12.4
    198991.21.7
    199090.91.6
    1991111.31.8
    1992134.11.9
    1993153.41.9
    1994158.21.7
    1995205.01.9
    1996183.01.9
    1997143.02.0
    1998152.02.6
    1999208.03.4
    2000281.03.5
    2001261.04.9
    2002209.03.6
    2003193.03.1
    2004206.02.5
    2005287.02.1
    2006338.01.7
    2007467.01.9
    2008486.01.3
    2009501.01.2
    2010691.01.1
    2011933.00.9
    20121,000.00.6
    20131,100.00.6
    20141,200.00.7
    20151,800.00.8
    20161,522.50.7
    20171,402.20.6
    20181,392.40.5
    20191,448.10.6
    20201,520.50.6
    Fiscal years ended September.

    Sales:

    2009: Restated.
    2008: Restated.
    2007: Restated.

    Ad costs:

    Stated worldwide advertising expenses (1979-2015). Estimated worldwide advertising expenses (starting 2016).

    1988: Restated.

    Ad spending as percent of sales:

    Stated worldwide advertising spending as percent of stated net sales (1979-2015). Estimated worldwide advertising spending as percent of stated net sales (starting 2016).
    SALES AND EARNINGS ($ in millions from public documents)
    Apple (Nasdaq: AAPL)
    WorldwideYear ended 9/24/2022Year ended 9/25/2021% chg
    Sales$394,328$365,8177.8
    Earnings99,80394,6805.4
    GEOGRAPHIC SALES (year ended 9/24/2022)
    Region ($ in millions)Year ended 9/24/2022Year ended 9/25/2021% chg
    Other countries172,269163,6485.3
    U.S.147,859133,80310.5
    China74,20068,3668.5
    DIVISION SALES (year ended 9/24/2022)
    Division or segment sales ($ in millions)Year ended 9/24/2022Year ended 9/25/2021% chg
    iPhone205,489191,9737.0
    Services78,12968,42514.2
    Wearables, Home and Accessories41,24138,3677.5
    Mac40,17735,19014.2
    iPad29,29231,862-8.1
    Connections
    Apple
    Ticker: Nasdaq AAPL
    1 Apple Park Way, Cupertino, Calif. 95014/Phone: (408) 996-1010.
    URL: https://www.apple.com
    Twitter: @Apple
    Divisions, key executives and agencies

AT&T

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$2,365$2,541-6.9
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search140,081151,413-7.5
    Other measured digital media299,950252,49518.8
    Ad-supported video on demand50,50536,95836.7
    Network TV174,090210,345-17.2
    Spot TV65,34375,879-13.9
    Syndicated TV4814604.6
    Cable TV networks220,815222,124-0.6
    Spanish-language network TV21,50733,230-35.3
    National spot radio19,05021,708-12.2
    Local radio40,90024,62866.1
    Network radio7,3167,991-8.4
    Magazine9001,760-48.9
    Spanish-language magazine10NANA
    Outdoor15,30313,55512.9
    Newspaper1,56211,426-86.3
    Spanish-language newspaper17NANA
      Total measured media1,057,8291,063,974-0.6
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    AT&T936,997928,8550.9
    Cricket118,077132,812-11.1
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20073,430.02.9
    20083,050.02.5
    20092,787.02.3
    20102,982.02.4
    20113,135.02.5
    20122,910.02.3
    20133,268.02.5
    20143,272.02.5
    20153,632.02.5
    20163,768.02.3
    20173,772.02.3
    20185,100.03.0
    20196,121.03.4
    20202,705.01.9
    20212,732.02.0
    20222,462.02.0
    AT&T on April 8, 2022, spun off its WarnerMedia business segment in a transaction with Discovery (now Warner Bros. Discovery).

    AT&T July 31, 2021, spun off DirecTV into new company controlled by TPG Capital that is called DirecTV Entertainment Holdings.

    Ad costs:

    Stated worldwide "advertising expense."

    2021: Restated in 2023 from $6.316 billion to factor out WarnerMedia.
    2020: Restated in 2023 from $5.253 billion to factor out WarnerMedia.
    2011: Restated.
    2010: Restated.

    In its 10-K for year ended December 2012, AT&T said it had 2011 worldwide ad expense of $3.135 billion. That was $776 million higher than what AT&T had previously disclosed as its 2011 ad expense in its 10-K for year ended December 2011; in that earlier 10-K, AT&T said it had 2011 ad expense of $2.359 billion. A spokeswoman for AT&T offered this explanation: "In Note 14 of our 2012 annual report, we updated our 2011 advertising expense to reflect a correction; this did not impact any of our financial results for 2011." In its 10-Ks for years ended December 2012 and December 2011, AT&T said it had 2010 worldwide ad expenses of $2.982 billion. In its 10-K for year ended December 2010, AT&T said it had 2010 worldwide ad expenses of $2.989 billion.

    Ad spending as percent of sales:

    Worldwide "advertising expense" as percent of "operating revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    AT&T (NYSE: T)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$120,741$134,038-9.9
    Earnings-8,72719,874NA
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.116,006129,157-10.2
    Mexico3,2102,82413.7
    Asia/Pacific Rim592747-20.7
    Europe584907-35.6
    All other Latin America217251-13.5
    Other132152-13.2
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Communications117,067114,7302.0
    Latin America3,1442,74714.5
    Connections
    AT&T
    Ticker: NYSE T
    208 S. Akard St., Dallas, Texas 75202/Phone: (210) 821-4105.
    URL: https://www.att.com
    Facebook: https://www.facebook.com/att
    Twitter: @ATT
    Divisions, key executives and agencies

Bank of America Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,593$1,697-6.1
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search265,228173,98752.4
    Other measured digital media53,26826,170103.5
    Ad-supported video on demand21,461NANA
    Network TV44,339102NA
    Spot TV981354177.1
    Syndicated TV2,963NANA
    Cable TV networks59,773371NA
    Spanish-language network TV3,010NANA
    National spot radio19,17417,19211.5
    Local radio14,47912,91812.1
    Network radio5,08527,200-81.3
    Magazine3,497863305.2
    B-to-B magazineNA64NA
    Local magazine5887-33.5
    Spanish-language magazine362828.5
    Outdoor10,6644,044163.7
    Newspaper37,55029,64026.7
    Spanish-language newspaper84564032.2
      Total measured media542,409293,65884.7
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Bank of America447,527258,29773.3
    Merrill92,49033,614175.2
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20072,356.03.5
    20082,368.03.3
    20091,933.01.6
    20101,963.01.8
    20112,203.02.4
    20121,873.02.2
    20131,834.02.1
    20141,829.02.1
    20151,811.02.2
    20161,703.02.0
    20171,746.02.0
    20181,674.01.8
    20191,934.02.1
    20201,701.02.0
    20211,939.02.2
    20221,825.01.9
    Ad costs:

    Stated worldwide "marketing" expense.

    Ad spending as percent of sales:

    Worldwide "marketing" expense as percent of "total revenue, net of interest expense."
    SALES AND EARNINGS ($ in millions from public documents)
    Bank of America Corp. (NYSE: BAC)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$94,950$89,1136.6
    Earnings26,01530,557-14.9
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.82,89078,0126.3
    Europe, Middle East and Africa6,0445,42311.5
    Asia4,5974,4393.6
    Latin America and the Caribbean1,4191,23914.5
    Connections
    Bank of America Corp.
    Ticker: NYSE BAC
    100 N. Tryon St., Charlotte, N.C. 28255/Phone: (800) 432-1000.
    URL: https://www.bankofamerica.com
    Facebook: https://www.facebook.com/bankofamerica
    Twitter: @BankofAmerica
    Divisions, key executives and agencies

Berkshire Hathaway

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,344$1,723-22.0
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search196,034804,937-75.6
    Other measured digital media509,593496,2082.7
    Ad-supported video on demand289,973116,288149.4
    Network TV375,148480,301-21.9
    Spot TV72,668132,390-45.1
    Syndicated TV45,065107,895-58.2
    Cable TV networks426,986642,463-33.5
    Spanish-language network TV11,1549,63515.8
    National spot radio19,09550,454-62.2
    Local radio43,26643,1740.2
    Network radio23,54020,01117.6
    Magazine5,022123,284-95.9
    Sunday magazine1184,859-97.6
    B-to-B magazine1,7642,076-15.1
    Local magazine1,7592,549-31.0
    Outdoor34,43863,096-45.4
    Newspaper9,78123,859-59.0
    Spanish-language newspaper3245-27.8
      Total measured media2,065,4353,123,523-33.9
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Geico1,540,1862,604,618-40.9
    Dairy Queen182,100165,35910.1
    Duracell66,35660,8729.0
    NFM NE Furniture Mart39,71633,28319.3
    Oriental Trading Co.32,48832,5020.0
    Brooks25,28817,76642.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    SALES AND EARNINGS ($ in millions from public documents)
    Berkshire Hathaway (NYSE: BRK.B)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$302,089$276,2039.4
    Earnings-25,38390,011NA
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Insurance groupNA75,140NA
    Service and retailingNA34,832NA
    McLane Co.NA49,450NA
    Berkshire Hathaway EnergyNA24,987NA
    ManufacturingNA68,730NA
    Corporate, eliminations and otherNA-327NA
    BNSFNA23,282NA
    Connections
    Berkshire Hathaway
    Ticker: NYSE BRK.B
    3555 Farnam St., Omaha, Neb. 68131/Phone: (402) 346-1400.
    URL: https://www.berkshirehathaway.com
    Divisions, key executives and agencies

Best Buy Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 1/28/2023Year ended 1/29/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$799$846-5.5
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search431,502327,82931.6
    Other measured digital media157,245148,4885.9
    Ad-supported video on demand2,90411,707-75.2
    Network TV39,78827,82843.0
    Spot TV2,9552,8742.8
    Syndicated TV2,676NANA
    Cable TV networks22,26432,872-32.3
    Spanish-language network TV589NANA
    National spot radio16681106.2
    Local radio3655-34.8
    Magazine25,60332,912-22.2
    Sunday magazine26,07344,186-41.0
    Local magazine15NANA
    Outdoor71842369.7
    Newspaper765367108.5
      Total measured media713,299629,62213.3
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Best Buy633,967520,19121.9
    Lively73,20776,106-3.8
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2012703.01.8
    2013757.01.9
    2014711.01.8
    2015742.01.9
    2016743.01.9
    2017776.01.8
    2018777.01.8
    2019840.01.9
    2020819.01.7
    2021915.01.8
    2022864.01.9
    Fiscal years. 2022: Fiscal 2023 (12 months ended Jan. 28, 2023).

    Ad costs:

    Stated worldwide net "advertising expenses."

    2013: Restated.
    2012: Restated.
    2011: Restated.
    2010: Restated.
    2009:Restated.

    Ad spending as percent of sales:

    Worldwide net "advertising expenses" as percent of "revenue."

    2014: Percent for fiscal 2015 based on figures in 10-K filed in March 2015.
    2013: Percent for fiscal 2014 based on figures in 10-K filed in March 2014.
    2012: Percent for 11-month fiscal 2013 based on figures in 10-K filed in March 2014.
    2011: Percent for fiscal 2012 based on figures in 10-K filed in March 2014.
    SALES AND EARNINGS ($ in millions from public documents)
    Best Buy Co. (NYSE: BBY)
    WorldwideYear ended 1/28/2023Year ended 1/29/2022% chg
    Sales$46,298$51,761-10.6
    Earnings1,4192,454-42.2
    GEOGRAPHIC SALES (year ended 1/28/2023)
    Region ($ in millions)Year ended 1/28/2023Year ended 1/29/2022% chg
    U.S.42,79447,830-10.5
    International3,5043,931-10.9
    Connections
    Best Buy Co.
    Ticker: NYSE BBY
    7601 Penn Ave. S, Richfield, Minn. 55423/Phone: (612) 291-1000.
    URL: https://www.bestbuy.com
    Facebook: https://www.facebook.com/bestbuy
    Twitter: @BestBuy
    Divisions, key executives and agencies

Booking Holdings

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,894$1,31644.0
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search1,366,8821,148,86719.0
    Other measured digital media235,877121,96093.4
    Ad-supported video on demand11,0135,461101.7
    Network TV33,527202NA
    Spot TV226292.9
    Syndicated TV927318191.5
    Cable TV networks98,94563,28756.3
    Spanish-language network TV100NANA
    National spot radio21382-94.5
    Local radio20117-82.9
    Network radio327349-6.3
    Magazine706NANA
    Outdoor430618-30.4
    Newspaper6311,435-56.0
      Total measured media1,749,4281,343,00330.3
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Booking.com738,418312,625136.2
    Priceline540,374470,28014.9
    Kayak309,839348,511-11.1
    Cheap Flights78,72074,9615.0
    Rentalcars.com31,64061,103-48.2
    AirportRentalCars.com27,64636,342-23.9
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20121,309.124.9
    20131,926.128.4
    20142,591.530.7
    20153,011.932.7
    20163,806.335.4
    20174,596.036.2
    20184,956.034.1
    20194,967.033.0
    20202,179.032.1
    20213,801.034.7
    20225,993.035.1
    Ad costs:

    Booking Holdings in first quarter 2018 changed its "performance advertising" bucket to "performance marketing" and changed its "brand advertising" bucket to "brand marketing." The 10-K for year ended December 2018 restated figures for 2017 and 2016 to correspond to the revised buckets.

    2020 and after: Stated worldwide "marketing" expenses.
    2016 through 2019: Stated worldwide "marketing" expenses (consisting of stated "performance marketing" expenses plus stated "brand marketing" expenses).
    2014 and 2015: Stated worldwide "advertising" expenses (consisting of stated "performance advertising" expenses plus stated "brand advertising" expenses).
    Before 2014: Stated worldwide "advertising" expenses (consisting of stated "online advertising" expenses plus stated "offline advertising" expenses).

    Stated ad expenses include OpenTable starting with its July 24, 2014, acquisition; and Kayak starting with its May 21, 2013, acquisition.

    Ad spending as percent of sales:

    2016 and after:Worldwide "marketing" expenses as percent of "total revenues."
    2015 and before: Worldwide "advertising" expenses as percent of "total revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Booking Holdings (Nasdaq: BKNG)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$17,090$10,95856.0
    Earnings3,0581,165162.5
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Netherlands13,4288,67854.7
    U.S.2,2051,43453.8
    Other1,45784672.2
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Agency revenue9,0036,66335.1
    Merchant revenue7,1933,69694.6
    Advertising and other revenue89459949.2
    Connections
    Booking Holdings
    Ticker: Nasdaq BKNG
    800 Connecticut Ave., Norwalk, Conn. 06854/Phone: (203) 299-8000.
    URL: https://www.bookingholdings.com
    Twitter: @BookingHoldings
    Divisions, key executives and agencies

Bristol-Myers Squibb Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,098$1,0593.7
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search8,6928,4802.5
    Other measured digital media26,02617,00653.0
    Ad-supported video on demand70763711.0
    Network TV50,75250,1251.2
    Spot TV5,9836,309-5.2
    Syndicated TV19,12833,293-42.5
    Cable TV networks50,10026,68187.8
    Spanish-language network TV484838-42.2
    Local radio31,269-99.8
    MagazineNA38,054NA
    Sunday magazineNA60NA
    Outdoor58NANA
    Newspaper8202-95.9
      Total measured media161,940182,954-11.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Opdivo71,015153,950-53.9
    Zeposia69,6049,342645.0
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20051,464.07.9
    20061,304.08.0
    20071,097.07.0
    20081,181.06.7
    20091,136.06.0
    2010977.05.0
    2011957.04.5
    2012797.04.5
    2013855.05.2
    2014734.04.6
    2015825.05.0
    2016789.04.1
    2017740.03.6
    2018672.03.0
    2019633.02.4
    2020990.02.3
    20211,300.02.8
    20221,300.02.8
    Ad costs:

    Stated worldwide "advertising and product promotion costs."

    2008: Restated.
    2007: Restated.
    2006: Restated

    Ad spending as percent of sales:

    Worldwide "advertising and product promotion costs" as percent of "total revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Bristol-Myers Squibb Co. (NYSE: BMY)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$46,159$46,385-0.5
    Earnings6,3276,994-9.5
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.31,82829,2148.9
    Rest of world13,49716,319-17.3
    Other834852-2.1
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Bristol-Myers Squibb medicinesNANA
    Connections
    Bristol-Myers Squibb Co.
    Ticker: NYSE BMY
    430 E. 29th St., Floor 14, New York, N.Y. 10016/Phone: (212) 546-4000.
    URL: https://www.bms.com
    Facebook: https://www.facebook.com/bristolmyerssquibb
    Twitter: @bmsnews
    Divisions, key executives and agencies

Capital One Financial Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$3,838$2,71941.2
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search254,992203,48525.3
    Other measured digital media493,703412,95619.6
    Ad-supported video on demand120,12085,61540.3
    Network TV116,064153,383-24.3
    Spot TV2,6508,496-68.8
    Syndicated TV10,9905,57397.2
    Cable TV networks210,242206,2951.9
    Spanish-language network TV4,944484921.0
    National spot radio9,1497,83916.7
    Local radio18,25914,76623.7
    Network radio15,39220,810-26.0
    Magazine13,98716,913-17.3
    B-to-B magazine2511132.1
    Outdoor24,0368,395186.3
    Newspaper541918-41.1
    Spanish-language newspaper3NANA
      Total measured media1,295,0961,145,93713.0
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Capital One1,292,7821,144,27213.0
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20061,444.311.9
    20071,347.89.2
    20081,118.28.0
    2009588.04.5
    2010958.05.9
    20111,337.08.2
    20121,364.06.4
    20131,373.06.1
    20141,561.07.0
    20151,744.07.4
    20161,811.07.1
    20171,670.06.1
    20182,174.07.7
    20192,274.08.0
    20201,610.05.6
    20212,871.09.4
    20224,017.011.7
    Ad costs:

    Stated worldwide "marketing" expense.

    Ad spending as percent of sales:

    "Marketing" expense as percent of "total net revenue" ("net interest income" plus "non-interest income").
    SALES AND EARNINGS ($ in millions from public documents)
    Capital One Financial Corp. (NYSE: COF)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$34,250$30,43512.5
    Earnings7,04411,965-41.1
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Credit card22,35518,88018.4
    Commercial banking3,5909,002-60.1
    Consumer banking3,5903,3018.8
    Other-1,129-748NA
    Connections
    Capital One Financial Corp.
    Ticker: NYSE COF
    1680 Capital One Drive, McLean, Va. 22102/Phone: (703) 720-1000.
    URL: https://www.capitalone.com
    Facebook: https://www.facebook.com/capitalone
    Twitter: @CapitalOne
    Divisions, key executives and agencies

Charter Communications

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$3,339$3,0718.7
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search38,33037,3712.6
    Other measured digital media126,915187,952-32.5
    Ad-supported video on demand1,271104NA
    Spot TV262,655257,8931.8
    Syndicated TV1236-67.6
    Spanish-language network TV0NANA
    National spot radio6001,654-63.7
    Local radio23,92415,97349.8
    B-to-B magazine1058425.4
    Spanish-language magazine8NANA
    Outdoor2,9922,48220.5
    Newspaper3741,681-77.7
    Spanish-language newspaper310-66.7
      Total measured media457,190505,238-9.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Spectrum452,804490,554-7.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2010396.05.6
    2011387.05.4
    2012431.05.7
    2013557.06.8
    2014617.06.8
    2015629.06.4
    20162,136.07.4
    20173,036.07.3
    20183,042.07.0
    20193,044.06.7
    20203,031.06.3
    20213,071.05.9
    20223,339.06.2
    Ad costs:

    Stated marketing costs; includes Time Warner Cable and Bright House Networks starting May 18, 2016.

    2017: Restated from $2.420 billion.
    2016: Restated from $1.707 billion and $1.699 billion.
    2015: Restated from $628 million.

    Ad spending as percent of sales:

    Stated marketing costs as percent of revenue.
    SALES AND EARNINGS ($ in millions from public documents)
    Charter Communications (Nasdaq: CHTR)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$54,022$51,6824.5
    Earnings5,0554,6548.6
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.NANA
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    CharterNANA
    Connections
    Charter Communications
    Ticker: Nasdaq CHTR
    400 Washington Blvd., Stamford, Conn. 06902/Phone: (203) 905-7800.
    URL: https://corporate.charter.com
    Facebook: https://www.facebook.com/spectrum
    Twitter: @GetSpectrum
    Divisions, key executives and agencies

Chewy

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 1/29/2023Year ended 1/30/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$649$6194.9
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search113,536116,705-2.7
    Other measured digital media84,55575,37912.2
    Ad-supported video on demand9,8161,565527.3
    Network TV39,0195,279639.1
    Spot TV1253,134-96.0
    Syndicated TV7063,892-81.9
    Cable TV networks64,41679,538-19.0
    Spanish-language network TV2,278NANA
    National spot radio13855-98.4
    Local radioNA27NA
    Outdoor463669-30.8
      Total measured media314,927287,0439.7
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Chewy314,686286,5859.8
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    201417.58.6
    201532.47.7
    2016107.712.0
    2017253.712.1
    2018393.111.1
    2019426.98.8
    2020513.37.2
    2021618.97.0
    2022649.46.4
    The company has a 52- or 53-week fiscal year ending each year on the Sunday that is closest to Jan. 31.

    Ad costs:

    Stated "advertising and marketing" expenses.

    Ad spending as percent of sales:

    Stated "advertising and marketing" expenses as percent of "net sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Chewy (NYSE: CHWY)
    WorldwideYear ended 1/29/2023Year ended 1/30/2022% chg
    Sales$10,099$8,89113.6
    Earnings49-74NA
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 1/29/2023Year ended 1/30/2022% chg
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 1/29/2023Year ended 1/30/2022% chg
    Connections
    Chewy
    Ticker: NYSE CHWY
    7700 W. Sunrise Blvd., Plantation, Fla. 33322/Phone: (786) 320-7111.
    URL: https://www.chewy.com
    Facebook: https://www.facebook.com/chewy
    Twitter: @Chewy
    Divisions, key executives and agencies

Citigroup

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$710$713-0.4
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search80,15999,309-19.3
    Other measured digital media136,535118,15915.6
    Ad-supported video on demand10,2955,88774.9
    Network TV20,55426,681-23.0
    Spot TV543,226-98.3
    Syndicated TV3549-27.7
    Cable TV networks12,17340,703-70.1
    Local radio3283-99.0
    Magazine1,072458133.7
    B-to-B magazine51440228.0
    Local magazine29290.0
    Outdoor5701,120-49.1
    Newspaper4,4803,87515.6
    Spanish-language newspaper3638-4.0
      Total measured media266,510300,217-11.2
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Citi266,202299,771-11.2
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20052,533.03.0
    20062,471.02.9
    20072,729.03.5
    20082,188.04.2
    20091,415.01.8
    20101,645.01.9
    20112,268.02.9
    20122,164.03.1
    20131,888.02.5
    20141,844.02.4
    20151,547.02.0
    20161,632.02.3
    20171,608.02.2
    20181,545.02.1
    20191,516.02.0
    20201,217.01.6
    20211,490.02.1
    20221,556.02.1
    Ad costs:

    Stated worldwide "advertising and marketing" expense.

    2012: Restated in 2014 from $2.224 billion.
    2011: Restated in 2014 from $2.346 billion.
    2008: Year of global financial meltdown.

    Ad spending as percent of sales:

    Worldwide "advertising and marketing" expense as percent of "total revenues, net of interest expense."
    SALES AND EARNINGS ($ in millions from public documents)
    Citigroup (NYSE: C)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$75,338$71,8844.8
    Earnings14,84521,952-32.4
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    North America34,40034,4000.0
    Europe, Middle East, Africa14,90013,40011.2
    Asia14,70014,4002.1
    Latin America9,9009,2007.6
    Corporate/otherNA667NA
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Institutional clients group41,20643,887-6.1
    Corporate, otherNA667NA
    Global consumer bankingNA27,330NA
    Connections
    Citigroup
    Ticker: NYSE C
    388 Greenwich St., New York, N.Y. 10013/Phone: (212) 559-1000.
    URL: https://www.citigroup.com/citi
    Facebook: https://www.facebook.com/citi
    Twitter: @Citi
    Divisions, key executives and agencies

Coca-Cola Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,548$1,37912.2
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search1,5871,03253.8
    Other measured digital media202,805232,174-12.6
    Ad-supported video on demand71,49215,888350.0
    Network TV124,471108,59114.6
    Spot TV7,6115,86229.8
    Syndicated TV17,10514,50617.9
    Cable TV networks158,797155,7442.0
    Spanish-language network TV16,93711,55846.5
    National spot radio4,2979,760-56.0
    Local radio4,34414,331-69.7
    Network radio61242643.5
    Magazine9002,801-67.9
    B-to-B magazine190242-21.3
    Local magazine45NANA
    Spanish-language magazine2828-0.4
    Outdoor33,61429,42114.3
    Newspaper60830NA
    Spanish-language newspaper16-82.0
      Total measured media645,443602,4007.1
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Coca-Cola327,439319,1612.6
    Glaceau94,57650,85586.0
    Sprite63,64053,24519.5
    Fairlife53,13944,43019.6
    Simply27,08329,788-9.1
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20153,976.0NA
    20164,004.0NA
    20173,958.010.9
    20184,113.012.0
    20194,246.011.4
    20202,777.08.4
    20214,098.010.6
    20224,319.010.0
    Ad costs:

    Stated worldwide "advertising expenses."

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of "net operating revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Coca-Cola Co. (NYSE: KO)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$43,004$38,65511.3
    Earnings9,5429,771-2.3
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    International27,59125,6457.6
    U.S.15,41313,01018.5
    Connections
    Coca-Cola Co.
    Ticker: NYSE KO
    1 Coca-Cola Plaza, Atlanta, Ga. 30313/Phone: (404) 676-2121.
    URL: https://www.coca-colacompany.com
    Facebook: https://www.facebook.com/thecocacolaco
    Twitter: @CocaColaCo
    Divisions, key executives and agencies

Colgate-Palmolive Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$661$6275.3
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search13,27912,7204.4
    Other measured digital media59,94968,658-12.7
    Ad-supported video on demand2,2914,191-45.3
    Network TV24,84125,768-3.6
    Spot TV2,6418,037-67.1
    Syndicated TV7,94317,998-55.9
    Cable TV networks10,21517,327-41.0
    Spanish-language network TV4,4948,945-49.8
    National spot radio42NANA
    Local radio414860.5
    Magazine11,11312,908-13.9
    B-to-B magazine1156-80.0
    Spanish-language magazine373312.5
    Outdoor465231101.3
    NewspaperNA7NA
      Total measured media137,361176,881-22.3
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Colgate60,65689,705-32.4
    Hills48,64171,935-32.4
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20051,194.010.5
    20061,320.010.8
    20071,546.011.2
    20081,650.010.8
    20091,534.010.0
    20101,656.010.6
    20111,734.010.4
    20121,792.010.5
    20131,891.010.9
    20141,784.010.3
    20151,491.09.3
    20161,428.09.4
    20171,573.010.2
    20181,590.010.2
    20191,694.010.8
    20201,948.011.8
    20212,021.011.6
    20221,997.011.1
    Ad costs:

    Stated worldwide advertising costs.

    Ad spending as percent of sales:

    Worldwide advertising spending as percent of sales.
    SALES AND EARNINGS ($ in millions from public documents)
    Colgate-Palmolive Co. (NYSE: CL)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$17,967$17,4213.1
    Earnings1,7852,166-17.6
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Oral, personal and home care Latin America3,9823,6638.7
    Oral, personal and home care North America3,8163,6943.3
    Pet nutrition3,7133,31112.1
    Oral, personal and home care Asia2,8262,867-1.4
    Oral, personal and home care Europe/South Pacific2,5482,841-10.3
    Oral, personal and home care Africa/Eurasia1,0821,0453.5
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Oral, personal and home care14,25414,1101.0
    Pet nutrition3,7133,31112.1
    Connections
    Colgate-Palmolive Co.
    Ticker: NYSE CL
    300 Park Ave., New York, N.Y. 10022/Phone: (212) 310-2000.
    URL: https://www.colgatepalmolive.com
    Facebook: https://www.facebook.com/colgate
    Twitter: @Colgate
    Divisions, key executives and agencies

Comcast Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$6,756$6,01212.4
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search154,697122,28826.5
    Other measured digital media1,129,419752,51950.1
    Ad-supported video on demand125,912203,960-38.3
    Network TV214,389187,00314.6
    Spot TV287,498316,180-9.1
    Syndicated TV1,01872340.7
    Cable TV networks297,275258,66414.9
    Spanish-language network TV30,86423,02334.1
    National spot radio103,95693,96810.6
    Local radio94,25552,73378.7
    Network radio7,4485,94125.4
    Magazine22,36232,795-31.8
    Sunday magazine172383-55.2
    B-to-B magazine3,5545,164-31.2
    Local magazine603570.3
    Outdoor85,85153,74859.7
    Newspaper8,47711,000-22.9
    Spanish-language newspaper179216-17.5
      Total measured media2,567,3832,120,34121.1
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Xfinity603,185553,2009.0
    Universal Pictures602,303270,717122.5
    Comcast318,317324,377-1.9
    Peacock296,284298,558-0.8
    Fandango213,859112,50590.1
    NBC184,906250,795-26.3
    Universal98,94653,81283.9
    Focus Features pictures74,23464,47515.1
    NBCUniversal video49,88058,448-14.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20092,056.05.8
    20102,409.06.4
    20114,243.07.6
    20124,831.07.7
    20134,978.07.7
    20145,101.07.4
    20155,957.08.0
    20166,291.07.8
    20176,519.07.7
    20187,036.07.4
    20197,617.07.0
    20206,741.06.5
    20217,695.06.6
    20228,506.07.0
    Ad costs:

    Stated worldwide "advertising, marketing and promotion" costs.

    2017: Restated from $6.317 billion.
    2016: Restated from $6.107 billion and $6.114 billion.
    2015: Restated from $5.963 billion and $5.943 billion,
    2014:Restated from $5.086 billion and $5.078 billion.
    2013: Restated from $4.969 billion.
    2012: Restated from $4.807 billion.
    2011: Restated from $4.231 billion (including about 11 months of NBC Universal costs; restated from $4.240 billion).
    2010: Not including NBC Universal; restated from $2.415 billion.

    Ad spending as percent of sales:

    Worldwide "advertising, marketing and promotion" spending as percent of "revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Comcast Corp. (Nasdaq: CMCSA)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$121,427$116,3854.3
    Earnings5,37014,159-62.1
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.96,44190,9266.1
    U.K.13,38013,999-4.4
    Other11,60611,4601.3
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Cable communications66,31864,3283.1
    NBCUniversal39,20334,31914.2
    Sky17,94620,285-11.5
    Corporate86346187.2
    Eliminations-2,903-3,008NA
    Connections
    Comcast Corp.
    Ticker: Nasdaq CMCSA
    1 Comcast Center, Philadelphia, Pa. 19103-2838/Phone: (215) 286-1700.
    URL: https://corporate.comcast.com
    Facebook: https://www.facebook.com/comcast
    Twitter: @comcast
    Divisions, key executives and agencies

Constellation Brands

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 2/28/2023Year ended 2/28/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$837$8044.1
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search93151979.3
    Other measured digital media49,37465,342-24.4
    Ad-supported video on demand33,26420,67160.9
    Network TV87,55983,3225.1
    Spot TV4,0365,107-21.0
    Syndicated TVNA7NA
    Cable TV networks215,130285,899-24.8
    Spanish-language network TV32,39048,565-33.3
    National spot radio2,228673231.1
    Local radio1,809795127.6
    Network radio1,070NANA
    MagazineNA3,142NA
    B-to-B magazine6NANA
    Local magazine152218-30.2
    Outdoor8,34711,510-27.5
    Newspaper37NANA
      Total measured media436,333525,768-17.0
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Corona169,941223,431-23.9
    Modelo168,981179,542-5.9
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2007180.44.8
    2008175.74.8
    2009132.53.9
    2010128.63.9
    2011116.04.4
    2012121.94.4
    2013278.55.7
    2014406.16.7
    2015468.37.2
    2016552.87.6
    2017615.78.1
    2018700.88.6
    2019769.59.2
    2020805.09.3
    2021826.49.4
    2022860.89.1
    Fiscal years ended the last day of February. 2022: Year ended Feb. 28, 2023.

    Ad costs:

    Stated worldwide "advertising expense."

    Ad spending as percent of sales:

    Worldwide "advertising expense" as percent of "net sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Constellation Brands (NYSE: STZ)
    WorldwideYear ended 2/28/2023Year ended 2/28/2022% chg
    Sales$9,453$8,8217.2
    Earnings-71-40NA
    GEOGRAPHIC SALES (year ended 2/28/2023)
    Region ($ in millions)Year ended 2/28/2023Year ended 2/28/2022% chg
    U.S.9,1958,5867.1
    Non-U.S. (primarily Canada)2582359.9
    DIVISION SALES (year ended 2/28/2023)
    Division or segment sales ($ in millions)Year ended 2/28/2023Year ended 2/28/2022% chg
    Beer7,4656,75210.6
    Wine1,7231,819-5.3
    Spirits2652506.0
    Connections
    Constellation Brands
    Ticker: NYSE STZ
    207 High Point Drive, Building 100, Victor, N.Y. 14564/Phone: (585) 678-7100.
    URL: https://www.cbrands.com
    Twitter: @cbrands
    Divisions, key executives and agencies

Cox Enterprises

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$640$55914.6
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search210,629206,1042.2
    Other measured digital media116,55486,18335.2
    Ad-supported video on demand39,71911,032260.0
    Network TV16,22819,722-17.7
    Spot TV52,09456,647-8.0
    Syndicated TV114NANA
    Cable TV networks20,12921,418-6.0
    Spanish-language network TV10665.5
    National spot radio10,67612,897-17.2
    Local radio12,3684,713162.4
    Network radio3,217NANA
    B-to-B magazine1,8861,66113.5
    Local magazine13NANA
    Outdoor4,4264,629-4.4
    Newspaper2501,033-75.8
    Spanish-language newspaper6482.9
      Total measured media488,317426,04814.6
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Cox184,102140,12031.4
    Kelley Blue Book153,656135,70013.2
    Auto Trader141,571137,8682.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    SALES AND EARNINGS ($ in millions from public documents)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$22,000$20,00010.0
    Connections
    Cox Enterprises
    6205-B Peachtree Dunwoody Road NE, Atlanta, Ga. 30328/Phone: (678) 645-0000.
    URL: https://www.coxenterprises.com
    Facebook: https://www.facebook.com/coxenterprises
    Twitter: @CoxEnterprises
    Divisions, key executives and agencies

CVS Health Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$747$7075.7
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search143,43179,66680.0
    Other measured digital media103,256123,647-16.5
    Ad-supported video on demand6,3366,1053.8
    Network TV14,97324,812-39.7
    Spot TV11,7217,20562.7
    Syndicated TV5,8718,832-33.5
    Cable TV networks21,31915,92833.8
    Spanish-language network TV2,862800257.7
    National spot radio3,2683,0756.3
    Local radio5413,958-86.3
    Network radioNA1,939NA
    Magazine7241,728-58.1
    Sunday magazineNA118NA
    Local magazine22NANA
    Spanish-language magazineNA10NA
    Outdoor3,4083,1488.3
    Newspaper2,3741,007135.7
    Spanish-language newspaper241560.0
      Total measured media320,129281,99213.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    CVS271,012233,19016.2
    Aetna41,71035,68316.9
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2008324.00.4
    2009317.00.3
    2010234.00.2
    2011211.00.2
    2012221.00.2
    2013177.00.1
    2014212.00.2
    2015221.00.1
    2016216.00.1
    2017230.00.1
    2018364.00.2
    2019396.00.2
    2020613.00.2
    2021707.00.2
    2022745.00.2
    Ad costs:

    Stated worldwide net "advertising costs," which are advertising costs net of vendor funding. (Vendor funding includes cooperative advertising money that CVS receives from suppliers.)

    2021: Restated from $523 million.
    2020:Restated from $461 million.

    Ad spending as percent of sales:

    2014 and after: Advertising costs, net of vendor funding, as percent of CVS Health "total revenues."

    2013 and earlier: Advertising costs, net of vendor funding as percent of CVS Health "net revenues."

    Historic data:

    "Advertising costs, net of vendor funding" as percent of CVS Health's Retail/LTC (long-term care) segment (formerly (Retail Pharmacy segment) sales:

    2017: 0.3 percent
    2016: 0.3 percent
    2015: 0.3 percent
    2014: 0.3 percent
    2013: 0.3 percent
    2012: 0.3 percent
    2011: 0.4 percent
    2010: 0.4 percent
    2009: 0.6 percent
    2008: 0.7 percent
    2007: 0.6 percent

    CVS in November 2018 bought Aetna. CVS in February 2013 bought Drogaria Onofre, Brazil's eighth-largest chain of drugstores. That marked CVS's first expansion beyond the U.S.



    SALES AND EARNINGS ($ in millions from public documents)
    CVS Health Corp. (NYSE: CVS)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$322,467$292,11110.4
    Earnings4,1497,910-47.5
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Pharmacy services169,236153,02210.6
    Retail/LTC106,594100,1056.5
    Health care benefits91,40982,18611.2
    Other530721-26.5
    Intersegment eliminations-45,302-43,923NA
    Connections
    CVS Health Corp.
    Ticker: NYSE CVS
    1 CVS Drive, Woonsocket, R.I. 02895/Phone: (401) 765-1500.
    URL: http://www.cvshealth.com
    Facebook: https://www.facebook.com/cvshealth
    Twitter: @CVSHealth
    Divisions, key executives and agencies

Deutsche Telekom (T-Mobile US)

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$2,300$2,2004.5
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search142,339105,05835.5
    Other measured digital media345,119353,013-2.2
    Ad-supported video on demand139,47261,742125.9
    Network TV258,105374,195-31.0
    Spot TV50,99942,18020.9
    Syndicated TV19,62921,607-9.2
    Cable TV networks202,927332,077-38.9
    Spanish-language network TV48,43854,091-10.5
    National spot radio62,70389,461-29.9
    Local radio38,26036,5594.7
    Network radio2112,222-90.5
    MagazineNA107NA
    B-to-B magazine7414436.5
    Outdoor29,25017,17370.3
    Newspaper5,95613,774-56.8
    Spanish-language newspaperNA78NA
      Total measured media1,343,4811,503,350-10.6
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    T-Mobile1,178,4821,283,492-8.2
    Metro By T-Mobile163,516218,676-25.2
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2010582.02.7
    2010582.02.7
    2011711.03.4
    2011711.03.4
    2012949.04.8
    2012949.04.8
    20131,000.04.1
    20131,000.04.1
    20141,400.04.7
    20141,400.04.7
    20151,600.04.9
    20151,600.04.9
    20161,700.04.5
    20161,700.04.5
    20171,800.04.4
    20171,800.04.4
    20181,700.03.9
    20181,700.03.9
    20191,600.03.6
    20191,600.03.6
    20201,800.02.6
    20201,800.02.6
    20212,200.02.7
    20212,200.02.7
    20222,300.02.9
    20222,300.02.9
    Figures shows are for T-Mobile US. Deutsche Telekom owns a majority stake in T-Mobile US.

    Ad costs:

    Stated "advertising expenses."

    2013: Including MetroPCS starting May 1, 2013.
    2012: Excluding MetroPCS.
    2011: Excluding MetroPCS.

    Ad spending as percent of sales:

    Stated "advertising expenses" as percent of "total revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Deutsche Telekom (T-Mobile US) (Nasdaq: TMUS)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$120,624$127,579-5.5
    Earnings9,5746,93738.0
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.79,53180,221-0.9
    Germany25,83528,460-9.2
    Rest of Europe11,76413,365-12.0
    Systems solutions4,0184,448-9.7
    HQ2,5382,976-14.7
    Group development1,8013,745-51.9
    Intersegment-4,862-5,636NA
    Connections
    Deutsche Telekom (T-Mobile US)
    Ticker: Nasdaq TMUS
    Friedrich-Ebert-Allee 140, Bonn, Germany 53113/Phone: 49 228 181 88880.
    URL: https://www.telekom.com
    Divisions, key executives and agencies

Diageo

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 6/30/2022Year ended 6/30/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,513$1,18228.0
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search4,8845,264-7.2
    Other measured digital media199,626182,3889.5
    Ad-supported video on demand55,7407,187675.6
    Network TV33,86440,359-16.1
    Spot TV2,4273,921-38.1
    Syndicated TVNA33NA
    Cable TV networks88,321101,514-13.0
    Spanish-language network TV3,2862,71521.0
    National spot radio1,3731,03033.3
    Local radio82355548.4
    Network radioNA204NA
    Magazine495991-50.0
    B-to-B magazine120152-21.2
    Local magazine1313-4.5
    Outdoor4,9847,033-29.1
    Newspaper7867642.9
      Total measured media396,742354,12312.0
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Smirnoff62,77739,94557.2
    Crown Royal60,79761,683-1.4
    Diageo42,75150,686-15.7
    Bailey's30,11220,69945.5
    Johnnie Walker28,58022,73825.7
    Guinness26,77227,812-3.7
    Ketel One25,03822,44911.5
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20082,493.015.4
    20092,123.014.3
    20102,228.014.5
    20112,418.315.5
    20122,648.415.7
    20132,775.715.7
    20142,634.915.8
    20152,567.415.1
    20162,319.214.9
    20172,281.314.9
    20182,535.415.5
    20192,642.815.9
    20202,320.615.7
    20212,913.317.0
    20223,623.317.6
    Converted to pounds.

    Fiscal years ended June. 2022: Year ended June 2022.

    Ad costs:

    Stated "marketing" costs converted to dollars.

    2022: 2.721 billion pounds.
    2021: 2.163 billion pounds.
    2020: 1.841 billion pounds.
    2019: 2.042 billion pounds.
    2018: 1.882 billion pounds.
    2017: 1.798 billion pounds.
    2016: 1.562 billion pounds.
    2015: 1.629 billion pounds.
    2014: 1.620 billion pounds.
    2013: 1.769 billion pounds (restated).
    2012: 1.671 billion pounds(restated).
    2011: 1.520 billion pounds (restated).
    2010: 1.419 billion pounds.
    2009: 1.327 billion pounds.
    2008: 1.244 billion pounds (restated).

    Ad spending as percent of sales:

    Worldwide "marketing" costs as percent of "net sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Diageo (NYSE: DEO)
    WorldwideYear ended 6/30/2022Year ended 6/30/2021% chg
    Sales$20,576$17,15020.0
    Earnings4,4453,77017.9
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 6/30/2022Year ended 6/30/2021% chg
    North America8,1167,01715.7
    Europe and Turkey4,2773,41825.1
    Asia Pacific3,8403,34814.7
    Africa2,2401,87819.3
    Latin America and Caribbean2,0311,41044.0
    Corporate and other7227166.9
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 6/30/2022Year ended 6/30/2021% chg
    Spirits24,18721,05714.9
    Beer4,1653,45120.7
    Ready to drink1,17499817.7
    Other36529125.4
    Excise duties-9,316-8,647NA
    Connections
    Diageo
    Ticker: NYSE DEO
    16 Great Marlborough St., London, U.K. W1F 7HS/Phone: 44 20 7947 9100.
    URL: https://www.diageo.com
    Twitter: @Diageo_News
    Divisions, key executives and agencies

Discover Financial Services

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,035$81027.8
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search166,631147,25713.2
    Other measured digital media84,51556,74848.9
    Ad-supported video on demand24,49114,41269.9
    Network TV31,98035,818-10.7
    Spot TV1,665428289.3
    Cable TV networks36,45629,14325.1
    National spot radio76666NA
    Local radio8,3014,89969.5
    Network radio7,9267,6034.2
    Outdoor70649941.6
      Total measured media363,437296,87222.4
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Discover363,393296,86622.4
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2015198.02.3
    2016196.02.2
    2017219.02.2
    2018258.02.4
    2019264.02.3
    2020212.01.9
    2021262.02.2
    2022307.02.3
    Years:

    2013 and after: Years ended Dec. 31.
    2012: Year ended Nov. 30, 2012.
    2011: Year ended Nov. 30, 2011.
    2010: Year ended Nov. 30, 2010.
    2009: Year ended Nov. 30, 2009.

    Ad costs:

    Stated worldwide"advertising costs."

    Ad spending as percent of sales:

    Worldwide "advertising costs" as percent of revenue net of interest expense.
    SALES AND EARNINGS ($ in millions from public documents)
    Discover Financial Services (NYSE: DFS)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$12,864$10,65120.8
    Earnings4,3045,351-19.6
    Connections
    Discover Financial Services
    Ticker: NYSE DFS
    2500 Lake Cook Road, Riverwoods, Ill. 60015/Phone: (224) 405-0900.
    URL: https://www.discover.com
    Facebook: https://www.facebook.com/discover
    Twitter: @Discover
    Divisions, key executives and agencies

Dish Network Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$631$53318.4
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search40,88649,400-17.2
    Other measured digital media108,598140,431-22.7
    Ad-supported video on demand29,77912,374140.7
    Network TV10,4947,76535.1
    Spot TV5,6597,757-27.0
    Syndicated TV2,0091,58227.0
    Cable TV networks99,37681,77821.5
    Spanish-language network TV43,38320,525111.4
    National spot radio6,2651,646280.6
    Local radio13,9161,604767.6
    Network radio4,818524819.4
    B-to-B magazine129239-46.2
    Outdoor8277559.5
    Newspaper2NANA
      Total measured media366,138326,38012.2
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Dish Network123,675112,34810.1
    Boost Mobile116,62990,05729.5
    Sling111,013100,69010.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2010373.03.0
    2011331.02.5
    2012442.83.4
    2013467.93.3
    2014566.73.8
    2015579.33.8
    2016603.24.0
    2017550.83.8
    2018426.23.1
    2019519.94.1
    2020528.03.4
    2021535.03.0
    2022633.03.8
    Ad costs:

    Stated "advertising expenses" (starting 2020); "subscriber acquisition advertising" costs (2012-2019); advertising costs (2011, 2010).

    Ad spending as percent of sales:

    "Advertising expenses" as percent of "total revenue" (starting 2020); "subscriber acquisition advertising" costs as percent of "total revenue" (2012-2019); advertising costs as percent of revenue (2011, 2010).
    SALES AND EARNINGS ($ in millions from public documents)
    Dish Network Corp. (Nasdaq: DISH)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$16,679$17,881-6.7
    Earnings2,3032,411-4.5
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.16,64017,822-6.6
    Canada and Mexico4059-32.8
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Pay TV12,50512,929-3.3
    Wireless4,1804,957-15.7
    Other/eliminations6-5NA
    Connections
    Dish Network Corp.
    Ticker: Nasdaq DISH
    9601 S. Meridian Blvd., Englewood, Colo. 80112/Phone: (303) 723-1000.
    URL: https://www.dish.com
    Facebook: https://www.facebook.com/dish
    Twitter: @dish
    Divisions, key executives and agencies

DoorDash

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,045$1,197-12.8
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search59,82454,05610.7
    Other measured digital media113,306141,212-19.8
    Ad-supported video on demand18,66424,827-24.8
    Network TV14,53536,823-60.5
    Spot TV1,6982,194-22.6
    Cable TV networks59,52254,5069.2
    Spanish-language network TV4,7331,864153.9
    National spot radio9801,371-28.5
    Local radio2,4091,23694.9
    Network radio2,0731,61028.8
    Magazine206NANA
    Sunday magazine118NANA
    B-to-B magazineNA68NA
    Outdoor19,27410,49183.7
    Newspaper20NANA
      Total measured media297,362330,259-10.0
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    DoorDash289,556322,757-10.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    201881.027.8
    2019446.050.4
    2020698.024.2
    20211,200.024.5
    20221,100.016.7
    Ad costs:

    Stated "advertising expenses."

    Ad spending as percent of sales:

    Stated "advertising expenses" as percent of "revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    DoorDash (NYSE: DASH)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$6,583$4,88834.7
    Earnings-1,368-468NA
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    United States6,2514,87728.2
    International33211NA
    Connections
    DoorDash
    Ticker: NYSE DASH
    303 Second St., South Tower, Floor 8, San Francisco, Calif. 94107/Phone: (650) 487-3970.
    URL: https://www.doordash.com
    Facebook: https://www.facebook.com/doordash
    Twitter: @DoorDash
    Divisions, key executives and agencies

DraftKings

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$946$76923.1
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search4,5912,95555.4
    Other measured digital media71,05665,9047.8
    Ad-supported video on demand5858,972-93.5
    Network TV30,96236,214-14.5
    Spot TV50,72885,217-40.5
    Syndicated TV2,21845NA
    Cable TV networks39,88319,307106.6
    Spanish-language network TV100NANA
    National spot radio26,20028,149-6.9
    Local radio6,4171,969225.9
    Network radio6,3542,666138.3
    B-to-B magazineNA29NA
    Local magazine6NANA
    Outdoor6,00110,445-42.5
    Newspaper1,57099657.6
      Total measured media246,671262,870-6.2
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    DraftKings233,517246,196-5.1
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2017137.171.5
    2018124.555.0
    2019152.247.1
    2020430.470.0
    2021831.164.1
    2022964.943.1
    Fiscal years.

    Ad costs:

    Stated worldwide "advertising costs."

    Ad spending as percent of sales:

    Stated "advertising costs" as percent of "revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    DraftKings (Nasdaq: DKNG)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$2,240$1,29672.9
    Earnings-1,378-1,523NA
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.2,1971,19983.3
    Rest of world4497-55.1
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Online gaming2,1071,14683.9
    Other915371.0
    Gaming software4397-55.9
    Connections
    DraftKings
    Ticker: Nasdaq DKNG
    222 Berkeley St., Boston, Mass. 02116/Phone: (877) 659-6066.
    URL: https://www.draftkings.com
    Facebook: https://www.facebook.com/draftkings
    Twitter: @DraftKings
    Divisions, key executives and agencies

Eli Lilly & Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$819$956-14.4
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search10,6845,72186.8
    Other measured digital media50,623109,124-53.6
    Ad-supported video on demand20,36135,562-42.7
    Network TV95,811212,171-54.8
    Spot TV39,34738,2282.9
    Syndicated TV11,35816,258-30.1
    Cable TV networks47,11782,749-43.1
    Spanish-language network TV3,5407,997-55.7
    National spot radio3612204.3
    Local radio443NANA
    Magazine1,9623,136-37.4
    Outdoor151551-72.7
    Newspaper93534-82.6
      Total measured media281,526512,043-45.0
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Verzenio120,41489,47034.6
    Trulicity94,588218,841-56.8
    Taltz47,45947,779-0.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2017700.03.5
    2018900.04.2
    20191,100.04.9
    20201,100.04.5
    20211,200.04.2
    20221,000.03.5
    Ad costs:

    Stated worldwide "advertising expenses."

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of "revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Eli Lilly & Co. (NYSE: LLY)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$28,318$28,3180.0
    EarningsNA5,582NA
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.18,19016,8118.2
    Europe4,2994,777-10.0
    Rest of world2,8522,7025.5
    Japan1,7472,367-26.2
    China1,4531,661-12.6
    Connections
    Eli Lilly & Co.
    Ticker: NYSE LLY
    Lilly Corporate Center, Indianapolis, Ind. 46285/Phone: (317) 276-2000.
    URL: https://www.lilly.com
    Facebook: https://www.facebook.com/elilillyandco
    Twitter: @EliLillyandCo
    Divisions, key executives and agencies

EssilorLuxottica

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$837$8350.3
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search58,56741,64740.6
    Other measured digital media91,00579,26814.8
    Ad-supported video on demand5,384562858.5
    Network TV4,7967,486-35.9
    Spot TV7,03712,125-42.0
    Syndicated TV3442,044-83.2
    Cable TV networks15,51424,450-36.5
    Spanish-language network TVNA45NA
    National spot radio2,1071,52538.1
    Local radio1,1651,705-31.7
    Network radioNA1NA
    Magazine4,5565,708-20.2
    Sunday magazineNA430NA
    Local magazine70681.9
    Outdoor4,793998380.4
    Newspaper582966-39.8
      Total measured media195,919179,0279.4
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Ray-Ban51,14036,56839.8
    Lenscrafters28,08629,310-4.2
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20171,268.76.9
    20181,317.46.9
    20191,384.27.1
    20201,212.17.4
    20211,815.37.7
    20221,909.37.4
    EssilorLuxottica formed by Oct. 1, 2018, merger of Essilor International and Luxottica Group.

    Ad costs:

    Stated worldwide "advertising and marketing" expenses converted to U.S. dollars at average exchange rates.

    2020: 1.156 billion euros (restated in 2022 from 1.149 billion euros).
    2018: Pro forma.
    2017: Pro forma.

    Ad spending as percent of sales:

    Worldwide "advertising and marketing" expenses as percent of "revenue."

    2018: Pro forma.
    2017: Pro forma.
    SALES AND EARNINGS ($ in millions from public documents)
    EssilorLuxottica (EPA: EL)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$25,824$23,45410.1
    Earnings2,2691,71432.4
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    North America12,11611,6384.1
    Europe, Middle East, Africa9,2247,55722.1
    Asia Pacific2,9963,008-0.4
    Latin America1,4871,25218.7
    Connections
    EssilorLuxottica
    Ticker: EPA EL
    147 rue de Paris, Charenton-le-Pont, France 94220/Phone: 33 1 49 77 42 24.
    URL: https://www.essilorluxottica.com
    Facebook: https://www.facebook.com/essilorluxottica
    Twitter: @EssiLux
    Divisions, key executives and agencies

Estee Lauder Cos.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 6/30/2022Year ended 6/30/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$876$76814.1
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search68,17464,8495.1
    Other measured digital media76,832103,503-25.8
    Ad-supported video on demand7,3032,414202.6
    Network TV653924-29.3
    Spot TV8656NA
    Syndicated TV328624-47.4
    Cable TV networks1,202336258.0
    Spanish-language network TV69343957.7
    National spot radioNA6NA
    Local radio8116418.5
    Magazine16,36514,15015.7
    Sunday magazine470481-2.3
    B-to-B magazineNA10NA
    Local magazine411-61.3
    Outdoor1,22883946.3
    Newspaper8338181.8
      Total measured media175,030189,424-7.6
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Estee Lauder55,10366,660-17.3
    Clinique40,57435,14115.5
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20061,514.023.4
    20071,641.023.3
    20081,836.023.2
    20091,693.023.1
    20101,819.023.3
    20112,161.024.5
    20122,418.024.9
    20132,541.025.0
    20142,618.123.9
    20152,558.623.7
    20162,607.323.2
    20172,689.022.7
    20183,287.024.0
    20193,440.023.1
    20203,398.023.8
    20213,710.022.9
    20223,877.021.9
    Fiscal years ended June. 2022: Fiscal 2022 ended June 2022.

    Ad costs:

    2017 and after: "Global net advertising, merchandising, sampling, promotion and product development expenses." Figures exclude the impact of purchase with purchase and gift with purchase promotions.

    Before 2017: Stated worldwide "advertising, merchandising, sampling, promotion and product development" expenses "excluding the impact of purchase with purchase and gift with purchase promotions."

    2013:Restated from $2.584 billion.
    2012: Restated from $2.459 billion.

    Ad spending as percent of sales:

    Global net advertising, merchandising, sampling, promotion and product development expenses as percent of "net sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Estee Lauder Cos. (NYSE: EL)
    WorldwideYear ended 6/30/2022Year ended 6/30/2021% chg
    Sales$17,737$16,2159.4
    Earnings2,3902,870-16.7
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 6/30/2022Year ended 6/30/2021% chg
    Europe, Middle East and Africa7,6816,94610.6
    Asia Pacific5,4375,486-0.9
    Americas4,6233,79721.8
    Returns/restructuring-4-14NA
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 6/30/2022Year ended 6/30/2021% chg
    Skin care9,8869,4844.2
    Makeup4,6674,20311.0
    Fragrance2,5081,92630.2
    Hair care63157110.5
    Other49458.9
    Returns/restructuring-4-14NA
    Connections
    Estee Lauder Cos.
    Ticker: NYSE EL
    767 Fifth Ave., New York, N.Y. 10153/Phone: (212) 572-4200.
    URL: https://www.elcompanies.com
    Facebook: https://www.facebook.com/esteelaudercompanies
    Twitter: @EsteeLauder
    Divisions, key executives and agencies

Expedia Group

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$2,654$2,06328.6
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search1,217,404906,11034.4
    Other measured digital media541,234199,918170.7
    Ad-supported video on demand70,15043,32161.9
    Network TV67,14055,42321.1
    Spot TV5,3786,285-14.4
    Syndicated TV264634.3
    Cable TV networks114,380109,2804.7
    Spanish-language network TV18,1927,277150.0
    National spot radioNA622NA
    Local radio51,162-99.6
    MagazineNA1,345NA
    B-to-B magazine61593.9
    Outdoor8,133NANA
    Newspaper4146-97.0
      Total measured media2,042,1061,330,94953.4
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Expedia888,260592,84549.8
    Hotels.com509,785182,155179.9
    VRBO411,461274,18050.1
    Trivago122,781109,56112.1
    Travelocity55,61058,388-4.8
    Hotwire.com29,43372,850-59.6
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2009622.022.7
    2010694.022.9
    2011797.023.1
    2012890.022.1
    20131,200.025.2
    20141,600.027.8
    20152,100.031.5
    20162,700.030.8
    20173,300.032.8
    20183,400.030.3
    20193,500.029.0
    20201,200.023.1
    20212,700.031.4
    20223,900.033.4
    Ad costs:

    Stated worldwide "advertising expense." Stated worldwide advertising expense consist of offline costs, including TV and radio advertising, and online advertising. Ad expenses include media and production costs.

    2012: Restated in 2014 from $870 million.
    2011: Restated in 2014 from $796 million.

    Ad spending as percent of sales:

    Stated worldwide "advertising expense" as percent of "revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Expedia Group (Nasdaq: EXPE)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$11,667$8,59835.7
    Earnings352-269NA
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.7,9396,56920.9
    All other countries3,7282,02983.7
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Merchant7,7625,53740.2
    Agency2,9942,30729.8
    Advertising, media and other91175420.8
    Connections
    Expedia Group
    Ticker: Nasdaq EXPE
    1111 Expedia Group Way W, Seattle, Wash. 98119/Phone: (206) 481-7200.
    URL: https://www.expediagroup.com
    Facebook: https://www.facebook.com/expedia.group
    Twitter: @ExpediaGroup
    Divisions, key executives and agencies

Flutter Entertainment

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,193$91230.8
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search1,9491,40938.3
    Other measured digital media41,15552,440-21.5
    Ad-supported video on demand17,501889NA
    Network TV74,75836,506104.8
    Spot TV102,903113,241-9.1
    Syndicated TV17024600.4
    Cable TV networks45,40121,933107.0
    National spot radio23,71718,79726.2
    Local radio5,461813571.8
    Network radio4,976NANA
    Outdoor11,8556,73676.0
    Newspaper12313881.6
      Total measured media329,969252,80030.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    FanDuel296,221223,21132.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2019593.821.7
    20201,271.822.5
    20212,074.525.0
    20222,293.324.1
    Ad costs:

    Stated worldwide "sales and marketing" costs converted to U.S. dollars at average exchange rates.

    Ad spending as percent of sales:

    Stated worldwide "sales and marketing" costs as percent of "total revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Flutter Entertainment (LSE: FLTR)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$9,521$8,30414.7
    Earnings-377-567NA
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.3,2231,91468.4
    U.K. and Ireland2,6532,838-6.5
    International2,0821,77217.5
    Australia1,5631,779-12.2
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Sports5,9265,19214.1
    Gaming3,5963,11215.6
    Connections
    Flutter Entertainment
    Ticker: LSE FLTR
    Belfield Office Park, Beech Hill Road, Clonskeagh, Dublin 4, Ireland D04 V972/Phone: 353 1 905 1000.
    URL: https://www.flutter.com
    Twitter: @FlutterPLC
    Divisions, key executives and agencies

Ford Motor Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,468$1,978-25.8
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search12,46659,652-79.1
    Other measured digital media77,129133,515-42.2
    Ad-supported video on demand23,6326,466265.5
    Network TV70,134316,606-77.8
    Spot TV121,800120,3171.2
    Syndicated TV37627835.1
    Cable TV networks45,511134,723-66.2
    Spanish-language network TV18,12616,20011.9
    National spot radio13512995.9
    Local radio6,3543,24595.8
    Network radio7673,727-79.4
    MagazineNA334NA
    B-to-B magazine1,8571,885-1.5
    Spanish-language magazine846-82.7
    Outdoor1073,773-97.2
    Newspaper1168536.5
    Spanish-language newspaperNA6NA
      Total measured media378,518800,871-52.7
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Ford307,854618,049-50.2
    Lincoln68,533178,557-61.6
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    19982,100.01.5
    19992,700.01.7
    20003,000.01.8
    20013,100.01.9
    20022,900.01.8
    20034,100.02.5
    20044,700.02.7
    20055,000.02.8
    20065,100.03.2
    20075,400.03.2
    20084,500.03.1
    20093,200.02.8
    20103,900.03.0
    20114,100.03.0
    20124,000.03.0
    20134,400.03.0
    20144,300.03.0
    20154,300.02.9
    20164,300.02.8
    20174,100.02.6
    20184,000.02.5
    20193,600.02.3
    20202,800.02.2
    20213,100.02.3
    20222,200.01.4
    Ad costs:

    Stated worldwide "advertising expenses" ("advertising costs").

    2009: Restated from $3.3 billion.
    2008: Restated from $4.6 billion.
    2004: Restated from $3.2 billion.
    2003: Restated from $2.7 billion.

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of "revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Ford Motor Co. (NYSE: F)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$158,057$136,34115.9
    Earnings-1,98117,937NA
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.105,48187,01221.2
    All other23,48222,8922.6
    Canada12,59011,15312.9
    U.K.8,2207,6078.1
    Germany6,4716,2373.8
    Mexico1,8131,44025.9
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Automotive148,980126,15018.1
    Ford Credit8,97810,073-10.9
    Mobility99118-16.1
    Connections
    Ford Motor Co.
    Ticker: NYSE F
    1 American Road, Dearborn, Mich. 48126/Phone: (313) 322-3000.
    URL: https://www.corporate.ford.com
    Facebook: https://www.facebook.com/ford
    Twitter: @Ford
    Divisions, key executives and agencies

Fox Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 6/30/2022Year ended 6/30/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$708$55826.9
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search32,00940,148-20.3
    Other measured digital media76,66363,18621.3
    Ad-supported video on demand27,82997,371-71.4
    Network TV14,82021,515-31.1
    Spot TV5,1276,028-15.0
    Syndicated TV21178168.9
    Cable TV networks78,285103,404-24.3
    Spanish-language network TVNA733NA
    National spot radio1,6833,808-55.8
    Local radio7,7694,24483.1
    Network radio6292,001-68.6
    Magazine1,3371,2388.0
    Sunday magazineNA34NA
    B-to-B magazine136227-40.0
    Outdoor11,76712,047-2.3
    Newspaper616701-12.1
      Total measured media258,880356,763-27.4
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Fox193,875277,955-30.2
    Credible27,16929,765-8.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2016349.03.9
    2017366.03.7
    2018392.03.9
    2019388.03.4
    2020425.03.5
    2021558.04.3
    2022708.05.1
    Fiscal years ended June 30.

    Fox Corp. became a standalone public company March 19, 2019, when 21st Century Fox spun off Fox Corp. (including news, sports and broadcast businesses, including Fox News, Fox Business, Fox Broadcasting Co., Fox Sports, Fox Television Stations Group and sports cable networks FS1, FS2, Fox Deportes and Big Ten Network) to 21st Century Fox shareholders. Walt Disney Co. then acquired 21st Century Fox on March 20, 2019.

    2018: Pro forma.
    2017: Pro forma.

    Ad costs:

    Stated worldwide "advertising expenses."

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of worldwide "revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Fox Corp. (Nasdaq: FOX)
    WorldwideYear ended 6/30/2022Year ended 6/30/2021% chg
    Sales$13,974$12,9098.3
    Earnings1,2052,150-44.0
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 6/30/2022Year ended 6/30/2021% chg
    U.S.NANA
    DIVISION SALES (year ended 6/30/2022)
    Division or segment sales ($ in millions)Year ended 6/30/2022Year ended 6/30/2021% chg
    Television7,6857,0489.0
    Cable network programming6,0975,6837.3
    Other, corporate and eliminations1921787.9
    Connections
    Fox Corp.
    Ticker: Nasdaq FOX
    1211 Avenue of the Americas, New York, N.Y. 10036/Phone: (212) 852-7000.
    URL: https://www.foxcorporation.com
    Divisions, key executives and agencies

Gap Inc.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 1/28/2023Year ended 1/29/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$878$944-7.0
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search290,950226,40828.5
    Other measured digital media173,677246,005-29.4
    Ad-supported video on demand64,33439,78861.7
    Network TV30,89967,962-54.5
    Spot TV2,0135,396-62.7
    Syndicated TV1,9182,285-16.1
    Cable TV networks43,12452,577-18.0
    Spanish-language network TV5,5439,455-41.4
    National spot radio6,1468,094-24.1
    Local radio13,4498,56157.1
    Network radio2,2152,699-17.9
    Magazine6,8582,910135.7
    Sunday magazine1,9221,17064.3
    B-to-B magazineNA29NA
    Local magazine1522-29.0
    Outdoor2,2801,85223.1
    Newspaper1,8623,087-39.7
      Total measured media647,205678,299-4.6
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Gap380,234330,86114.9
    Old Navy182,475286,237-36.3
    Intermix Store41,9624,134915.1
    Banana Republic25,86030,789-16.0
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2012653.04.2
    2013637.03.9
    2014639.03.9
    2015578.03.7
    2016601.03.9
    2017673.04.2
    2018650.03.9
    2019687.04.2
    2020816.05.9
    20211,115.06.7
    20221,039.06.7
    Fiscal years. 2022: Year ended Jan. 28, 2023.

    Gap's fiscal year is a 52-week or 53-week period ending on the Saturday closest to Jan. 31.

    Ad costs:

    Stated worldwide "advertising expenses."

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of "net sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Gap Inc. (NYSE: GPS)
    WorldwideYear ended 1/28/2023Year ended 1/29/2022% chg
    Sales$15,616$16,670-6.3
    Earnings-202256NA
    GEOGRAPHIC SALES (year ended 1/28/2023)
    Region ($ in millions)Year ended 1/28/2023Year ended 1/29/2022% chg
    U.S. (including direct segment)13,20114,117-6.5
    Canada1,2361,252-1.3
    Asia672730-7.9
    Other regions29823129.0
    Europe209340-38.5
    DIVISION SALES (year ended 1/28/2023)
    Division or segment sales ($ in millions)Year ended 1/28/2023Year ended 1/29/2022% chg
    Old Navy Global8,2349,082-9.3
    Gap Global3,7744,063-7.1
    Banana Republic2,1161,9767.1
    Athleta1,4801,4472.3
    Other12102-88.2
    Connections
    Gap Inc.
    Ticker: NYSE GPS
    2 Folsom St., San Francisco, Calif. 94105/Phone: (650) 952-4400.
    URL: https://www.gapinc.com
    Facebook: https://www.facebook.com/gapinc
    Twitter: @GapInc
    Divisions, key executives and agencies

General Motors Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$3,245$2,69520.4
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search37,19259,045-37.0
    Other measured digital media436,190253,69371.9
    Ad-supported video on demand82,14697,440-15.7
    Network TV314,675368,280-14.6
    Spot TV241,883236,4792.3
    Syndicated TV16,83212,94730.0
    Cable TV networks208,633203,4162.6
    Spanish-language network TV13,34810,94721.9
    National spot radio144486-70.5
    Local radio5,8411,418312.0
    Network radio2,692708280.4
    Magazine2,1663,028-28.5
    B-to-B magazine1,5832,428-34.8
    Local magazineNA106NA
    Spanish-language magazine18NANA
    Outdoor5,507246NA
    Newspaper2,6191,55568.4
    Spanish-language newspaper161143.6
      Total measured media1,371,4821,252,2319.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Chevrolet636,960532,56319.6
    GMC336,989277,38321.5
    Cadillac165,814153,8177.8
    Buick146,331160,513-8.8
    General Motors63,02972,708-13.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20104,742.03.5
    20115,209.03.5
    20125,372.03.5
    20135,500.03.5
    20145,200.03.3
    20154,400.03.2
    20164,600.03.1
    20174,300.03.0
    20184,000.02.7
    20193,700.02.7
    20202,700.02.2
    20213,300.02.6
    20224,000.02.6
    Sales:

    Worldwide sales (including automotive sales and GM Financial revenue).

    Ad costs:

    Stated worldwide "advertising and promotion" spending.

    2016: Restated in 2018 from $5.3 billion following 2017 divestiture of GM Europe.
    2015: Restated in 2018 from $5.1 billion following 2017 divestiture of GM Europe.

    Ad spending as percent of sales:

    Worldwide "advertising and promotion" spending as percent of "net sales and revenue" (including automotive sales and GM Financial revenue).
    SALES AND EARNINGS ($ in millions from public documents)
    General Motors Co. (NYSE: GM)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$156,735$127,00423.4
    Earnings8,9159,837-9.4
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.NA104,483NA
    Non-U.S.NA22,521NA
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    GM North America128,378101,30826.7
    GM International15,42012,17226.7
    GM Financial12,76613,419-4.9
    Corporate17710470.2
    Cruise102106-3.8
    Eliminations-107-105NA
    Connections
    General Motors Co.
    Ticker: NYSE GM
    300 Renaissance Center, P.O. Box 300, Detroit, Mich. 48265/Phone: (313) 556-5000.
    URL: https://www.gm.com
    Facebook: https://www.facebook.com/generalmotors
    Twitter: @GM
    Divisions, key executives and agencies

Gilead Sciences

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$658$6275.0
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search9,8458,9699.8
    Other measured digital media30,35766,519-54.4
    Ad-supported video on demand21,6954,571374.6
    Network TV15,91650,136-68.3
    Spot TV7,0968,052-11.9
    Syndicated TV25,68117,68745.2
    Cable TV networks43,04347,535-9.4
    Spanish-language network TV268619-56.7
    National spot radio1,25497029.3
    Local radio1,282151750.5
    Magazine2,0185,067-60.2
    Spanish-language magazine8NANA
    Outdoor299104187.6
    NewspaperNA418NA
      Total measured media158,761210,798-24.7
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Biktarvy91,205137,879-33.9
    Descovy28,09440,355-30.4
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20008.44.3
    200116.57.1
    200239.38.4
    200320.82.4
    200435.62.7
    200550.52.5
    200667.32.2
    200781.11.9
    200896.21.8
    2009108.11.5
    2010116.51.5
    2011116.61.4
    2012159.81.6
    2013216.21.9
    2014393.01.6
    2015601.01.8
    2016618.02.0
    2017600.02.3
    2018587.02.7
    2019784.03.5
    2020795.03.2
    2021735.02.7
    2022778.02.9
    Ad costs:

    Stated "advertising expenses."

    Ad spending as percent of sales:

    Stated "advertising expenses" as percent of "total revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Gilead Sciences (Nasdaq: GILD)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$27,281$27,305-0.1
    Earnings4,5926,225-26.2
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.18,88419,267-2.0
    Europe4,4694,874-8.3
    Other countries3,9283,16424.1
    Connections
    Gilead Sciences
    Ticker: Nasdaq GILD
    333 Lakeside Drive, Foster City, Calif. 94404/Phone: (650) 574-3000.
    URL: https://www.gilead.com
    Facebook: https://www.facebook.com/gileadsciences
    Twitter: @GileadSciences
    Divisions, key executives and agencies

GSK

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$680$44254.1
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search6,4638,238-21.5
    Other measured digital media64,65332,54398.7
    Ad-supported video on demand27,4273,198757.6
    Network TV144,533108,07933.7
    Spot TV61,39249,25324.6
    Syndicated TV68,68430,155127.8
    Cable TV networks219,320128,09371.2
    Spanish-language network TV22,8152,326880.7
    National spot radio214NANA
    Local radio1557-73.0
    Magazine22,88224,504-6.6
    B-to-B magazine63214-70.7
    Outdoor1,793146NA
    Newspaper27134-79.5
      Total measured media640,282386,93965.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Dovato122,89796,72027.1
    Trelegy99,89574,13634.7
    Cabenuva88,02039,148124.8
    Shingrix75,04539,42190.4
    WhatIsShingles.com66,3803,779NA
    Nucala57,50345,61126.1
    MeningitisB.com32,11624,54830.8
    Apretude28,5640NA
    GlaxoSmithKline25,97219,28634.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20071,489.33.3
    20081,493.43.3
    20091,445.43.3
    20101,501.53.4
    20111,460.03.3
    20121,329.93.2
    20131,264.43.0
    20141,105.92.9
    20151,619.44.4
    20161,715.84.5
    20171,741.04.5
    20181,837.64.5
    20192,001.04.6
    2020463.31.5
    2021595.71.8
    2022909.62.5
    Converted to dollars.

    Ad costs:

    Stated worldwide "advertising" costs converted to dollars based on average exchange rates.

    2022: 735 million pounds.
    2021: 433 million pounds (restated from 1.806 billion pounds to factor out Haleon).
    2020: 361 million pounds (restated from 1.777 billion pounds to factor out Haleon).
    2019: 1.567 billion pounds.
    2018: 1.376 billion pounds.
    2017: 1.351 billion pounds.
    2016: 1.265 billion pounds.
    2015: 1.059 billion pounds.
    2014: 671 million pounds.
    2013: 808 million pounds.
    2012: 839 million pounds.
    2011: 910 million pounds.
    2010: 971 million pounds.
    2009: 923 million pounds.
    2008: 805 million pounds.
    2007: 744 million pounds.

    Ad spending as percent of sales:

    Worldwide "advertising" costs as percent of "turnover."
    SALES AND EARNINGS ($ in millions from public documents)
    GSK (NYSE: GSK)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$36,292$33,9746.8
    Earnings19,3337,793148.1
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.17,99716,3909.8
    Rest of world17,43416,6814.5
    U.K.860902-4.7
    Connections
    GSK
    Ticker: NYSE GSK
    980 Great West Road, Brentford, Middlesex, U.K. TW8 9GS/Phone: 44 20 8047 5000.
    URL: https://www.gsk.com
    Facebook: https://www.facebook.com/gsk
    Twitter: @GSK
    Divisions, key executives and agencies

Haleon

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$853$892-4.4
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search16,96027,782-39.0
    Other measured digital media208,316163,42027.5
    Ad-supported video on demand58,34731,97982.5
    Network TV42,96686,964-50.6
    Spot TV6,5199,040-27.9
    Syndicated TV34,78257,605-39.6
    Cable TV networks123,862175,562-29.4
    Spanish-language network TV7,29911,411-36.0
    National spot radioNA882NA
    Local radio5871,340-56.2
    Network radio39833319.4
    Magazine5,9055,8091.6
    B-to-B magazine66546642.5
    Outdoor6619245.5
      Total measured media506,671572,613-11.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Sensodyne98,067110,437-11.2
    Flonase61,09347,08829.7
    Haleon59,53387,443-31.9
    Advil50,46156,658-10.9
    Voltaren40,23741,550-3.2
    Emergen-C31,34247,450-33.9
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20212,670.220.3
    20222,507.418.7
    Haleon was formed through a demerger from GSK on July 18, 2022.

    Ad costs:

    Worldwide "advertising and promotion" costs.

    2022: 2.026 billion pounds.
    2021: 1.941 billion pounds.
    2020: 2.013 billion pounds.
    2019:1.772 billion pounds.

    Ad spending as percent of sales:

    Worldwide "advertising and promotion" expenses as percent of "revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Haleon (LON: HLN)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$13,438$13,1312.3
    Earnings1,3851,980-30.0
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Rest of world7,3157,1951.7
    U.S.4,5694,3844.2
    China1,1231,1021.9
    U.K.431450-4.3
    Connections
    Haleon
    Ticker: LON HLN
    Building 5, Floor 1, The Heights, Weybridge, Surrey, U.K. KT13 0NY.
    URL: https://www.haleon.com
    Facebook: https://www.facebook.com/people/Haleon/100083295823330
    Twitter: @Haleon_health
    Divisions, key executives and agencies

Home Depot

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 1/30/2023Year ended 1/30/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$998$9594.1
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search612,871513,38919.4
    Other measured digital media270,864208,20730.1
    Ad-supported video on demand29,41212,188141.3
    Network TV57,95363,820-9.2
    Spot TV8,5249,743-12.5
    Syndicated TV46126673.1
    Cable TV networks81,66389,341-8.6
    Spanish-language network TV5,4656,181-11.6
    National spot radio1,1941,598-25.2
    Local radio23,67920,47315.7
    Network radio14,10322,230-36.6
    Magazine15,32111,46033.7
    B-to-B magazine20197-90.1
    Local magazineNA26NA
    Spanish-language magazine5NANA
    Outdoor4371,569-72.2
    Newspaper78-8.6
      Total measured media1,121,979960,69516.8
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Home Depot1,100,809952,60315.6
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2012831.01.1
    2013865.01.1
    2014884.01.1
    2015868.01.0
    2016955.01.0
    2017995.01.0
    20181,156.01.1
    2019904.00.8
    2020909.00.7
    20211,044.00.7
    20221,085.00.7
    Fiscal years. 2023: Year ended January 2023; fiscal 2023.

    Ad costs:

    Stated worldwide "net advertising expense" (2019-). Stated worldwide "gross advertising expense" (2006-2018).

    Ad spending as percent of sales:

    Worldwide "net advertising expense" as percent of "net sales" (2019-). Worldwide "gross advertising expense" as percent of "net sales" (2006-2018).
    SALES AND EARNINGS ($ in millions from public documents)
    Home Depot (NYSE: HD)
    WorldwideYear ended 1/30/2023Year ended 1/30/2022% chg
    Sales$157,403$151,1574.1
    Earnings17,10516,4334.1
    GEOGRAPHIC SALES (year ended 1/30/2023)
    Region ($ in millions)Year ended 1/30/2023Year ended 1/30/2022% chg
    U.S.144,840138,9204.3
    Rest of world12,56312,2372.7
    Connections
    Home Depot
    Ticker: NYSE HD
    2455 Paces Ferry Road, Atlanta, Ga. 30339/Phone: (770) 433-8211.
    URL: https://www.homedepot.com
    Facebook: https://www.facebook.com/homedepot
    Twitter: @HomeDepot
    Divisions, key executives and agencies

Honda Motor Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 3/31/2023Year ended 3/31/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$965$1,070-9.8
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search25,30053,079-52.3
    Other measured digital media121,88879,49953.3
    Ad-supported video on demand13,8814,879184.5
    Network TV128,682128,884-0.2
    Spot TV35,26933,1336.4
    Cable TV networks87,30464,81634.7
    Spanish-language network TV4,2285,737-26.3
    National spot radio913-31.8
    Local radio3,4662,03070.8
    Magazine2,6754,157-35.6
    B-to-B magazine119190-37.6
    Outdoor1,228203505.1
    Newspaper176258-31.8
      Total measured media424,225376,87812.6
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Honda298,947269,63310.9
    Acura124,997106,99516.8
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    SALES AND EARNINGS ($ in millions from public documents)
    Honda Motor Co. (NYSE: HMC)
    WorldwideYear ended 3/31/2023Year ended 3/31/2022% chg
    Sales$125,117$129,665-3.5
    Earnings5,6336,778-16.9
    GEOGRAPHIC SALES (year ended 3/31/2023)
    Region ($ in millions)Year ended 3/31/2023Year ended 3/31/2022% chg
    North America66,15167,885-2.6
    Asia30,10530,235-0.4
    Japan17,83120,979-15.0
    Other regions6,0305,19616.0
    Europe5,0005,370-6.9
    DIVISION SALES (year ended 3/31/2023)
    Division or segment sales ($ in millions)Year ended 3/31/2023Year ended 3/31/2022% chg
    Automobile78,39281,504-3.8
    Financial services business21,86025,132-13.0
    Motorcycles21,52619,47110.6
    Power product and other business3,3383,558-6.2
    Connections
    Honda Motor Co.
    Ticker: NYSE HMC
    2-1-1, Minami-Aoyama, Minato-ku, Tokyo, Japan 107-8556/Phone: 81 3 3423 1111.
    URL: https://www.honda.com
    URL: https://global.honda
    Facebook: https://www.facebook.com/honda
    Twitter: @Honda
    Divisions, key executives and agencies

Hyundai Motor Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$822$67821.2
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search19,40018,7003.7
    Other measured digital media151,01891,03465.9
    Ad-supported video on demand49,43416,975191.2
    Network TV142,946140,8411.5
    Spot TV116,95394,31224.0
    Syndicated TV8,30119,927-58.3
    Cable TV networks70,16984,011-16.5
    Spanish-language network TV3,7073,4088.8
    National spot radio1,689204728.8
    Local radio5,3214,9128.3
    Network radio5,0545,352-5.6
    Magazine4,6692,34798.9
    B-to-B magazine521623-16.4
    Outdoor1,9272,513-23.3
    Newspaper205416-50.6
    Spanish-language newspaper314628.6
      Total measured media581,342485,57819.7
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Hyundai505,432425,36118.8
    Genesis75,90160,17826.1
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20131,920.22.4
    20141,950.42.3
    20151,843.92.3
    20161,920.52.4
    20172,189.72.6
    20182,100.82.4
    20192,194.22.4
    20201,905.22.2
    20212,282.02.2
    20222,411.02.2
    Converted to dollars.

    Ad costs:

    Stated worldwide "advertisements and sales promotion" expenses.

    2022: 3,103 billion won.
    2021: 2,610 billion won.
    2020: 2,241 billion won.
    2019: 2,551 billion won.
    2018: 2,309 billion won.
    2017: 2,460 billion won.
    2016: 2,233 billion won.
    2015: 2,072 billion won.
    2014: 2,053 billion won.
    2013: 2,087 billion won.
    2012: 2,164 billion won.
    2011: 2,205 billion won.
    2010: 2,047 billion won.

    Ad spending as percent of sales:

    Worldwide "advertisements and sales promotion" spending as percent of "sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Hyundai Motor Co. (KRX: 005380)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$110,756$102,8417.7
    Earnings6,2044,97824.6
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    North America43,47135,63322.0
    South Korea34,75636,142-3.8
    Europe17,18718,808-8.6
    Asia12,1189,96021.7
    Other3,2242,29840.3
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Vehicle88,36882,3207.3
    Finance15,57114,6756.1
    Other6,8165,84616.6
    Connections
    Hyundai Motor Co.
    Ticker: KRX 005380
    12 Heolleung-ro, Seocho-gu, Seoul, South Korea 06797/Phone: 82 2 3464 1114.
    URL: https://www.hyundai.com
    Facebook: https://www.facebook.com/hyundaiworldwide
    Twitter: @Hyundai_Global
    Divisions, key executives and agencies

IAC

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$924$75522.4
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search205,809191,2897.6
    Other measured digital media98,315138,052-28.8
    Ad-supported video on demand17,76934,102-47.9
    Network TV13,65613,4241.7
    Spot TV1,5511,5470.2
    Syndicated TV2,3734,134-42.6
    Cable TV networks36,25844,628-18.8
    Spanish-language network TV117NANA
    National spot radio7NANA
    Local radio2,565810216.5
    Network radio2,4481,88030.2
    Magazine37,337104,881-64.4
    B-to-B magazine142653-78.2
    Outdoor76171-55.9
    Newspaper26464-94.4
      Total measured media418,448536,037-21.9
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Angi101,705140,437-27.6
    InformationVine.com46,40117,115171.1
    Care.com42,81849,800-14.0
    Homeadvisor39,58465,076-39.2
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2018798.131.5
    2019795.131.7
    2020796.728.8
    2021877.023.7
    20221,000.019.1
    IAC in May 2021 spun off Vimeo as a separate company.

    Match Group and its controlling shareholder, IAC/InterActiveCorp, in June 2020 split into two separate companies as follows: IAC/InterActiveCorp, which was renamed Match Group (new Match) and owns the Match Group business; IAC Holdings, which was renamed IAC/InterActiveCorp (new IAC) and owns IAC's other businesses. IAC/InterActiveCorp changed its name to IAC Inc., effective Aug. 11, 2022.

    Ad costs:

    Stated worldwide"advertising expense."

    2020: Restated in 2022 from $862.2 million.
    2019: Restated in 2022 from $855.2 million; restated in 2021 from $1.2 billion.
    2018: Restated in 2021 from $1.2 billion.
    2014: Restated in 2016 from $971.8 million.
    2013: Restated in 2016 from $824.1 million; restated in 2015 from $828.8 million.
    2012: Restated in 2014 from $779.7 million.
    2011: Restated in 2014 from $497.2 million.
    2009: Restated.
    2008: Restated.
    2007: Restated.
    2006: Restated.

    Ad spending as percent of sales:

    Worldwide "advertising expense" as percent of "revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    IAC (Nasdaq: IAC)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$5,235$3,70041.5
    Earnings270598-54.9
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.4,8373,18551.9
    All other398515-22.7
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Dotdash Meredith1,935456324.0
    Angi1,7901,6856.2
    Search731873-16.2
    Emerging and other6866850.1
    Intersegment elimination-8-1NA
    Connections
    IAC
    Ticker: Nasdaq IAC
    555 W. 18th St., New York, N.Y. 10011/Phone: (212) 314-7300.
    URL: https://www.iac.com
    Facebook: https://www.facebook.com/iacinteractive
    Divisions, key executives and agencies

Inspire Brands

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,267$1,2273.2
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search29,4918,799235.2
    Other measured digital media260,057305,731-14.9
    Ad-supported video on demand83,12147,69574.3
    Network TV105,718101,8363.8
    Spot TV67,37875,256-10.5
    Syndicated TV43149-71.2
    Cable TV networks279,203294,991-5.4
    Spanish-language network TV13,55514,113-3.9
    National spot radio35,86632,23811.3
    Local radio28,58115,63382.8
    B-to-B magazine189NANA
    Outdoor32,29724,99229.2
    Newspaper200393-49.1
      Total measured media935,699921,8261.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Sonic293,327278,4625.3
    Dunkin'264,786279,429-5.2
    Arby's213,334253,313-15.8
    Buffalo Wild Wings Grill133,74189,13950.0
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    201322.45.6
    201422.45.5
    201524.55.6
    201623.45.5
    201715.83.7
    Fiscal years ended Aug. 31.

    Ad costs:

    Stated advertising and promotion spending for company-owned drive-ins.

    Ad spending as percent of sales:

    Advertising and promotion spending for company-owned drive-ins as percent of company drive-in sales.
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Sonic Drive-InNA5,835NA
    BaskinNA686NA
    Buffalo Wind WingsNA3,718NA
    Arby'sNA4,462NA
    Jimmy John'sNA2,301NA
    Dunkin'NA10,416NA
    Connections
    Inspire Brands
    3 Glenlake Parkway NE, Atlanta, Ga. 30328/Phone: (678) 514-4100.
    URL: https://www.inspirebrands.com
    Facebook: https://www.facebook.com/inspirebrandsinc
    Twitter: @InspireBrands
    Divisions, key executives and agencies

Intuit

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 7/31/2022Year ended 7/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,472$1,04540.9
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search323,316242,11133.5
    Other measured digital media277,571268,9043.2
    Ad-supported video on demand56,39124,327131.8
    Network TV117,742120,866-2.6
    Spot TV3,7788,393-55.0
    Syndicated TV11,06218,929-41.6
    Cable TV networks128,461128,808-0.3
    Spanish-language network TV16,14115,4744.3
    National spot radio3,110561454.8
    Local radio3,0502,56319.0
    Network radio2,0995,375-60.9
    MagazineNA733NA
    B-to-B magazineNA251NA
    Outdoor2,4147,636-68.4
    NewspaperNA2NA
      Total measured media945,134844,93211.9
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Intuit483,832539,318-10.3
    Credit Karma353,590255,50638.4
    MailChimp106,72148,493120.1
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2012150.03.9
    2013182.04.6
    2014171.04.0
    2015372.08.9
    2016394.08.4
    2017480.09.2
    2018615.010.2
    2019800.011.8
    2020778.010.1
    20211,100.011.4
    20221,600.012.6
    Fiscal years ended July 31.

    Ad costs:

    Worldwide "advertising expense."

    Ad spending as percent of sales:

    Worldwide "advertising expense" as percent of worldwide "total net revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Intuit (Nasdaq: INTU)
    WorldwideYear ended 7/31/2022Year ended 7/31/2021% chg
    Sales$12,726$9,63332.1
    Earnings2,0662,0620.2
    GEOGRAPHIC SALES (year ended 7/31/2022)
    Region ($ in millions)Year ended 7/31/2022Year ended 7/31/2021% chg
    U.S.11,7089,15127.9
    International1,018482111.4
    DIVISION SALES (year ended 7/31/2022)
    Division or segment sales ($ in millions)Year ended 7/31/2022Year ended 7/31/2021% chg
    Small Business & Self-Employed6,4604,68837.8
    Consumer3,9153,5639.9
    Credit Karma1,805865108.7
    ProConnect5465175.6
    Connections
    Intuit
    Ticker: Nasdaq INTU
    2700 Coast Ave., Mountain View, Calif. 94043/Phone: (650) 944-6000.
    URL: https://www.intuit.com
    Facebook: https://www.facebook.com/intuit
    Twitter: @Intuit
    Divisions, key executives and agencies

JPMorgan Chase & Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$2,940$2,31327.1
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search175,311137,33827.6
    Other measured digital media129,802123,9254.7
    Ad-supported video on demand24,3688,064202.2
    Network TV23,36234,212-31.7
    Spot TV70,86359,84818.4
    Syndicated TV9,9894,404126.8
    Cable TV networks81,87262,58530.8
    Spanish-language network TV78443-82.4
    National spot radio7,6745,22047.0
    Local radio10,9865,152113.3
    Network radio1,081399170.6
    Magazine732828-11.6
    B-to-B magazine1271233.2
    Local magazine21619411.2
    Spanish-language magazine5023113.3
    Outdoor13,7508,95653.5
    Newspaper61441248.9
    Spanish-language newspaper1096859.5
      Total measured media550,983452,19421.8
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Chase487,772406,91019.9
    JP Morgan61,59544,53538.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20122,577.02.7
    20132,500.02.6
    20142,600.02.7
    20152,708.02.9
    20162,897.03.0
    20172,900.02.9
    20183,044.02.8
    20193,351.02.9
    20202,476.02.1
    20213,036.02.5
    20223,911.03.0
    Ad costs:

    Stated worldwide "marketing" spending.

    2019: Restated in 2021 from $3.579 billion.
    2018: Restated in 2021 from $3.290 billion.

    Ad spending as percent of sales:

    Worldwide "marketing" spending as percent of "total net revenue" (total revenue after subtracting interest expense).
    SALES AND EARNINGS ($ in millions from public documents)
    JPMorgan Chase & Co. (NYSE: JPM)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$128,695$121,6495.8
    Earnings37,67637,6760.0
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    North American (substantially U.S.)96,72792,6784.4
    Europe, Middle East and Africa18,76516,56113.3
    Asia and Pacific10,0259,6543.8
    Latin American and the Caribbean3,1782,75615.3
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Consumer and community banking55,01750,0739.9
    Corporate and investment bank47,89951,749-7.4
    Asset and wealth management17,74816,9574.7
    Commericial banking11,53310,00815.2
    Corporate80-3,483NA
    Reconciling Items-3,582-3,655NA
    Connections
    JPMorgan Chase & Co.
    Ticker: NYSE JPM
    383 Madison Ave., New York, N.Y. 10017/Phone: (212) 270-6000.
    URL: https://www.jpmorganchase.com
    Facebook: https://www.facebook.com/jpmorganchase
    Twitter: @jpmorgan
    Divisions, key executives and agencies

Kohl's Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 1/28/2023Year ended 1/29/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$940$948-0.8
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search405,199229,34876.7
    Other measured digital media134,83197,07238.9
    Ad-supported video on demand32,66213,742137.7
    Network TV69,52573,754-5.7
    Spot TV2,3761,180101.4
    Syndicated TV70010,728-93.5
    Cable TV networks100,079106,941-6.4
    Spanish-language network TV7,4163,586106.8
    National spot radio1,93588NA
    Local radio15,3317,259111.2
    Network radio21,40916,02333.6
    Magazine2,4272,954-17.8
    Outdoor14664127.1
      Total measured media794,033562,73941.1
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Kohl's793,594562,32741.1
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2007981.06.0
    20081,037.06.3
    2009988.05.8
    20101,017.05.5
    20111,123.06.0
    20121,163.06.0
    20131,185.06.2
    20141,189.06.3
    20151,171.06.1
    20161,164.06.2
    20171,124.05.9
    20181,133.05.9
    20191,156.06.1
    2020824.05.5
    2021948.05.1
    2022940.05.5
    Fiscal years. Fiscal 2022: Year ended Jan. 28, 2023.

    Kohl's fiscal year ends on the Saturday closest to Jan. 31.

    Ad costs:

    Stated gross marketing costs (formerly gross advertising costs), including vendor allowances.

    Stated net marketing costs (gross marketing costs minus vendor allowances) for fiscal years:

    2022: $883 million.
    2021: $893 million.
    2020: $788 million.
    2019: $1.026 billion.
    2018: $990 million.
    2017: $986 million.
    2016:$1.016 billion.
    2015: $1.011 billion.
    2014: $1.024 billion.
    2013: $1.013 billion.
    2012: $993 million.
    2011: $962 million.
    2010: $869 million.
    2009: $846 million.
    2008: $890 million.
    2007: $839 million.

    "Net marketing costs" was formerly"net advertising costs."

    Stated vendor allowances for fiscal years:

    2019: $130 million.
    2018: $143 million.
    2017: $138 million.
    2016: $148 million.
    2015: $160 million.
    2014: $165 million.
    2013: $172 million.
    2012: $170 million.
    2011: $161 million.
    2010: $148 million.
    2009: $142 million.
    2008: $147 million.
    2007: $142 million.

    Ad spending as percent of sales:

    "Gross marketing costs" as percent of "net sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Kohl's Corp. (NYSE: KSS)
    WorldwideYear ended 1/28/2023Year ended 1/29/2022% chg
    Sales$18,098$19,433-6.9
    Earnings-19938NA
    Connections
    Kohl's Corp.
    Ticker: NYSE KSS
    N56 W17000 Ridgewood Drive, Menomonee Falls, Wis. 53051/Phone: (262) 703-7000.
    URL: https://www.kohls.com
    Facebook: https://www.facebook.com/kohls
    Twitter: @Kohls
    Divisions, key executives and agencies

Kroger Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 1/28/2023Year ended 1/29/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,030$9844.7
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search30,72018,98361.8
    Other measured digital media170,678168,5961.2
    Ad-supported video on demand2,8042,6416.2
    Network TV4,53925NA
    Spot TV96,17596,961-0.8
    Syndicated TV20NANA
    Cable TV networks11,3599,44920.2
    Spanish-language network TV5,4832,022171.1
    National spot radio31,53029,1048.3
    Local radio30,75415,190102.5
    Network radio50134545.5
    Magazine2701,289-79.1
    B-to-B magazine674551.0
    Local magazine20715037.5
    Spanish-language magazine8NANA
    Outdoor20,73216,13528.5
    Newspaper59937261.3
      Total measured media406,445361,30612.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Kroger243,614199,19522.3
    Home Chef49,17253,770-8.6
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2010533.00.7
    2011532.00.6
    2012553.00.6
    2013587.00.6
    2014648.00.6
    2015679.00.6
    2016717.00.6
    2017707.00.6
    2018752.00.6
    2019854.00.7
    2020888.00.7
    2021984.00.7
    20221,030.00.7
    Fiscal year. 2021: Year ended Jan. 29, 2022. The company's fiscal year ends on the Saturday closest to Jan. 31.

    Some figures reflect revisions by Kroger of sales and/or advertising costs.

    Ad costs:

    Stated worldwide "advertising costs."

    Ad spending as percent of sales:

    "Advertising costs" as percent of "sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Kroger Co. (NYSE: KR)
    WorldwideYear ended 1/28/2023Year ended 1/29/2022% chg
    Sales$148,258$137,8887.5
    Earnings2,2441,65535.6
    Connections
    Kroger Co.
    Ticker: NYSE KR
    1014 Vine St., Cincinnati, Ohio 45202-1100/Phone: (513) 762-4000.
    URL: http://www.thekrogerco.com
    Facebook: https://www.facebook.com/kroger
    Twitter: @kroger
    Divisions, key executives and agencies

L'Oreal

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$3,036$2,8466.7
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search52,43351,7971.2
    Other measured digital media262,064253,0763.6
    Ad-supported video on demand76,41345,24768.9
    Network TV80,237121,258-33.8
    Spot TV12,61815,597-19.1
    Syndicated TV32,86745,943-28.5
    Cable TV networks204,206233,154-12.4
    Spanish-language network TV34,91939,960-12.6
    National spot radio174494-64.8
    Local radio228681-66.6
    Magazine48,53061,223-20.7
    B-to-B magazine6286-28.3
    Outdoor7,7304,08089.4
    Newspaper1,0053,641-72.4
      Total measured media813,486876,236-7.2
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    L'Oreal Paris194,083249,731-22.3
    CeraVe117,23381,55043.8
    Maybelline New York91,096104,191-12.6
    Lancome69,32784,579-18.0
    Garnier63,600101,900-37.6
    Armani57,00934,02267.6
    Yves St. Laurent35,51922,31959.1
    La Roche-Posay32,52627,39918.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20138,795.329.9
    20148,718.429.1
    20158,174.929.1
    20168,042.429.2
    20178,643.329.4
    20189,623.030.2
    201910,312.030.8
    20209,870.430.9
    202112,533.032.8
    202212,713.631.5
    Converted to dollars.

    Ad costs:

    Stated worldwide "advertising and promotion" expenses. Company said advertising and promotion expenses "consist mainly of expenses relating to the advertisement and promotion of products to customers and consumers."

    2021: 10.591 billion euros.
    2020: 8.648 billion euros.
    2019: 9.208 billion euros.
    2018: 8.145 billion euros.
    2017: 7.651 billion euros.
    2016: 7.264 billion euros (restated).
    2015: 7.360 billion euros.
    2014: 6.559 billion euros.
    2013: 6.622 billion euros (restated).
    2012: 6.532 billion euros (restated).
    2011: 6.292 billion euros.
    2011: 6.292 billion euros.
    2010: 6.029 billion euros.
    2009: 5.389 billion euros.
    2008: 5.269 billion euros.
    2007: 5.125 billion euros.

    Ad spending as percent of sales:

    Worldwide "advertising and promotion expenses" as percent of "net sales."
    SALES AND EARNINGS ($ in millions from public documents)
    L'Oreal (ETR: LOR)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$40,338$38,2085.6
    Earnings6,0235,44610.6
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Europe12,05812,0520.0
    North Asia11,93611,6722.3
    North America10,7169,65111.0
    Rest of world3,1232,73614.2
    Latin America2,5052,09619.5
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    L'Oreal luxe15,43314,6105.6
    Consumer products14,78214,4772.1
    Active cosmetics5,4034,64416.3
    Professional products4,7204,4785.4
    Connections
    L'Oreal
    Ticker: ETR LOR
    41, Rue Martre, Clichy, France 92117/Phone: 33 1 47 56 70 00.
    URL: https://www.loreal.com
    Facebook: https://www.facebook.com/lorealgroupe
    Twitter: @LOrealGroupe
    Divisions, key executives and agencies

LendingTree

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$647$717-9.7
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search380,719713,708-46.7
    Other measured digital media19,707173,958-88.7
    Ad-supported video on demand181,620-98.9
    Network TV4,590NANA
    Spot TV282136.7
    Syndicated TV260NANA
    Cable TV networks13,6734,797185.0
    Network radio12205-94.4
      Total measured media419,007894,309-53.1
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    LendingTree192,606343,838-44.0
    Quotewizard Insurance76,448218,763-65.1
    Comparecards.com60,87760,7720.2
    Super Cheap Insurance Agency29,116115,247-74.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    201047.779.5
    201140.774.6
    201240.852.6
    201380.757.9
    2014102.261.0
    2015159.262.6
    2016243.263.3
    2017410.866.5
    2018469.961.4
    2019688.262.2
    2020567.762.4
    2021716.665.2
    2022647.365.7
    Ad costs:

    Stated "advertising and promotional expense."

    Ad spending as percent of sales:

    Stated "advertising and promotional expense" as percent of "revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    LendingTree (Nasdaq: TREE)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$985$1,098-10.3
    Earnings-18869NA
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Consumer39633020.1
    Insurance299326-8.3
    Home289442-34.5
    Other01-35.6
    Connections
    LendingTree
    Ticker: Nasdaq TREE
    1415 Vantage Park Drive, Suite 700, Charlotte, N.C. 28203/Phone: (704) 541-5351.
    URL: https://www.lendingtree.com
    Facebook: https://www.facebook.com/lendingtree
    Twitter: @LendingTree
    Divisions, key executives and agencies

Liberty Mutual Holding Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$745$839-11.2
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search132,742272,582-51.3
    Other measured digital media236,713130,01982.1
    Ad-supported video on demand6,5726,876-4.4
    Network TV114,597128,058-10.5
    Spot TV24,16325,455-5.1
    Syndicated TV64,58979,852-19.1
    Cable TV networks221,238292,732-24.4
    Local radio7,6035,00851.8
    Network radio7,92211,824-33.0
    B-to-B magazine228544-58.1
    Spanish-language magazine10NANA
    Outdoor2282-72.7
    Newspaper5589-99.2
    Spanish-language newspaper2NANA
      Total measured media816,405953,621-14.4
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Liberty Mutual815,049952,786-14.5
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2012394.21.1
    2013423.21.2
    2014441.01.2
    2015496.61.4
    2016499.81.4
    2017451.11.1
    2018535.51.3
    2019640.51.5
    2020725.21.7
    2021839.01.7
    2022744.61.5
    Ad costs:

    Stated advertising expenses on Liberty Mutual Insurance Co. combined statements filed with insurance regulators.

    Ad spending as percent of sales:

    Stated advertising expenses from Liberty Mutual Insurance Co. combined statements as percent of total revenue for Liberty Mutual Holding Co.

    2016: Total revenue restated in 2018.
    2015: Total revenue restated in 2017.
    2014: Total revenue restated in 2016.
    2013: Total revenue restated in 2015.
    SALES AND EARNINGS ($ in millions from public documents)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$49,956$48,2003.6
    Earnings-794-222NA
    Connections
    Liberty Mutual Holding Co.
    175 Berkeley St., Boston, Mass. 02116/Phone: (617) 357-9500.
    URL: https://www.libertymutual.com
    Facebook: https://www.facebook.com/libertymutual
    Twitter: @LibertyMutual
    Divisions, key executives and agencies

Lowe's Cos.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 2/3/2023Year ended 1/28/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$824$8230.1
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search463,404447,9763.4
    Other measured digital media100,92873,19437.9
    Ad-supported video on demand11,5686,89867.7
    Network TV77,839119,675-35.0
    Spot TV4,8748,575-43.2
    Syndicated TV25,31821,42718.2
    Cable TV networks114,578119,824-4.4
    Spanish-language network TV4,695NANA
    National spot radio4,0264,805-16.2
    Local radio25,62825,972-1.3
    Network radio17,39523,127-24.8
    Magazine660NANA
    B-to-B magazine36156-77.1
    Outdoor157245-35.7
    Newspaper244339-28.1
      Total measured media851,351852,213-0.1
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Lowe's851,257852,155-0.1
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2012809.01.6
    2013811.01.5
    2014819.01.5
    2015769.01.3
    2016893.01.4
    2017968.01.4
    2018963.01.4
    2019871.01.2
    2020798.00.9
    2021877.00.9
    2022869.00.9
    Fiscal years. The company's fiscal year ends on Friday nearest the end of January. 2022: Year ended Feb. 2, 2023; fiscal 2022.

    Ad costs:

    Stated worldwide "advertising expenses."

    Ad spending as percent of sales:

    Stated worldwide "advertising expenses" as percent of "net sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Lowe's Cos. (NYSE: LOW)
    WorldwideYear ended 2/3/2023Year ended 1/28/2022% chg
    Sales$97,059$96,2500.8
    Earnings6,4378,442-23.8
    GEOGRAPHIC SALES (year ended 2/3/2023)
    Region ($ in millions)Year ended 2/3/2023Year ended 1/28/2022% chg
    U.S.92,01090,3481.8
    Outside the U.S.5,0495,902-14.5
    Connections
    Lowe's Cos.
    Ticker: NYSE LOW
    1000 Lowe's Blvd., Mooresville, N.C. 28117/Phone: (704) 758-1000.
    URL: https://www.lowes.com
    Facebook: https://www.facebook.com/lowes
    Twitter: @Lowes
    Divisions, key executives and agencies

LVMH Moet Hennessy Louis Vuitton

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$2,749$2,22923.3
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search252,191193,26230.5
    Other measured digital media208,876176,63418.3
    Ad-supported video on demand39,71513,973184.2
    Network TV14,00516,346-14.3
    Spot TV40627149.8
    Syndicated TV2,9494,031-26.8
    Cable TV networks24,18728,135-14.0
    Spanish-language network TV2,1491,81418.5
    National spot radio78308-74.8
    Local radio8111,829-55.6
    Magazine163,995148,27410.6
    Sunday magazine12,77410,03927.2
    B-to-B magazine46166-72.0
    Local magazine44334229.8
    Outdoor41,89518,648124.7
    Newspaper47,65449,413-3.6
      Total measured media812,174663,48522.4
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Sephora143,154123,65615.8
    Christian Dior141,340115,68422.2
    Tiffany118,39078,69850.4
    Louis Vuitton98,19877,24127.1
    Loewe48,37760,592-20.2
    Bulgari38,94639,200-0.6
    Fendi37,17027,06237.3
    Hennessy35,48921,06168.5
    LVMH29,86621,51138.8
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20124,181.011.6
    20134,396.511.4
    20144,631.111.4
    20154,462.011.3
    20164,696.311.3
    20175,457.911.3
    20186,519.511.8
    20197,016.311.7
    20205,557.310.9
    20218,627.911.4
    202210,104.312.1
    Converted to dollars.

    Ad costs:

    Stated worldwide "advertising and promotion expenses."

    In its reference document for calendar 2022, LVMH said:

    "Advertising and promotion expenses include the costs of producing advertising media, purchasing media space, manufacturing samples, publishing catalogs and, in general, the cost of all activities designed to promote the Group's brands and products."

    2022: 9.584 billion euros.
    2021: 7.291 billion euros.
    2020: 4.869 billion euros.
    2019: 6.265 billion euros.
    2018: 5.518 billion euros.
    2017: 4.831 billion euros.
    2016: 4.242 billion euros.
    2015: 4.017 billion euros.
    2014: 3.484 billion euros.
    2013: 3.310 billion euros (restated).
    2012: 3.251 billion euros (restated).
    2011:2.711 billion euros.
    2010: 2.267 billion euros.
    2009: 1.809 billion euros.
    2008: 2.031 billion euros.
    2007: 1.953 billion euros.

    Ad spending as percent of sales:

    Worldwide "advertising and promotion expenses" as percent of "total revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    LVMH Moet Hennessy Louis Vuitton (EPA: MC)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$83,482$75,9909.9
    Earnings14,84914,2434.3
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Asia (excluding Japan)25,07626,466-5.3
    U.S.22,71119,63315.7
    Europe (excluding France)13,40711,66814.9
    Other countries10,1558,17024.3
    France6,4014,86531.6
    Japan5,7315,18810.5
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Fashion and leather goods40,74636,56111.4
    Selective retailing15,65813,90912.6
    Watches and jewelry11,15510,6085.2
    Perfums and cosmetics8,1417,8204.1
    Wine and spirits7,4847,0695.9
    Other and holding companies1,67222NA
    Eliminations-1,375-1,361NA
    Connections
    LVMH Moet Hennessy Louis Vuitton
    Ticker: EPA MC
    22, avenue Montaigne, Paris, France 75008/Phone: 33 1 44 13 22 22.
    URL: https://www.lvmh.com
    Facebook: https://www.facebook.com/lvmh
    Twitter: @LVMH
    Divisions, key executives and agencies

Macy's

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 1/28/2023Year ended 1/29/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,265$1,267-0.2
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search544,722375,28245.2
    Other measured digital media100,36882,31321.9
    Ad-supported video on demand26,75517,93549.2
    Network TV48,24763,210-23.7
    Spot TV6,3523,21497.6
    Syndicated TV28,30645,637-38.0
    Cable TV networks80,34882,957-3.1
    Spanish-language network TV6,5308,510-23.3
    National spot radio2,5922,729-5.0
    Local radio35,79231,16014.9
    Network radio13,36915,554-14.0
    Magazine101NANA
    B-to-B magazine2910194.0
    Outdoor3,0291,92757.2
    Newspaper1,9033,671-48.2
      Total measured media898,444734,10722.4
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Macy's746,905662,14112.8
    Bloomingdale's112,49449,287128.2
    Inc35,04319,82776.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20121,554.05.6
    20131,623.05.8
    20141,602.05.7
    20151,587.05.9
    20161,547.06.0
    20171,397.05.6
    20181,358.05.4
    20191,330.05.4
    2020907.05.2
    20211,267.05.2
    20221,265.05.2
    Fiscal years. 2021: Year ended Jan. 29, 2022.

    Ad costs:

    Stated "gross advertising and promotional costs," including cooperative advertising allowances.

    2012: Restated in 2014 from $1.603 billion.
    2011: Restated in 2014 from $1.507 billion.

    Ad spending as percent of sales:

    Stated worldwide "gross advertising and promotional costs" as percent of "net sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Macy's (NYSE: M)
    WorldwideYear ended 1/28/2023Year ended 1/29/2022% chg
    Sales$24,442$24,460-0.1
    Earnings1,2591,668-24.5
    DIVISION SALES (year ended 1/28/2023)
    Division or segment sales ($ in millions)Year ended 1/28/2023Year ended 1/29/2022% chg
    Women's Accessories, Intimate Apparel, Shoes, Cosmetics and Fragrances9,59710,119-5.2
    Women's Apparel5,3494,43320.7
    Men's and Kids5,2975,2520.9
    Home/Other (a)4,1994,656-9.8
    Connections
    Macy's
    Ticker: NYSE M
    151 W. 34th St., New York, N.Y. 10001/Phone: (212) 494-3000.
    URL: https://www.macysinc.com
    Facebook: https://www.facebook.com/macys
    Twitter: @Macys
    Divisions, key executives and agencies

Mars Inc.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$946$993-4.7
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search23,55618,03630.6
    Other measured digital media165,361162,7381.6
    Ad-supported video on demand26,64611,600129.7
    Network TV40,96455,992-26.8
    Spot TV2,7683,252-14.9
    Syndicated TV13,96911,60120.4
    Cable TV networks120,767147,534-18.1
    Spanish-language network TV6,76510,262-34.1
    National spot radio1,9531,77410.1
    Local radio1,607737118.1
    Network radio117311-62.3
    Magazine66,21860,5359.4
    Sunday magazine2,3521,38270.2
    B-to-B magazine912992-8.1
    Outdoor635796-20.2
    Newspaper233784.6
      Total measured media474,613487,543-2.7
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    M&Ms101,17289,40413.2
    Wrigleys66,02134,81989.6
    Snickers46,14945,9840.4
    Pedigree31,41329,6635.9
    Twix27,61318,46849.5
    Iams27,26236,492-25.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    SALES AND EARNINGS ($ in millions from public documents)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$45,000$45,0000.0
    Connections
    Mars Inc.
    6885 Elm St., McLean, Va. 22101/Phone: (703) 821-4900.
    URL: https://www.mars.com
    Facebook: https://www.facebook.com/mars
    Twitter: @MarsGlobal
    Divisions, key executives and agencies

McDonald's Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,949$1,8386.0
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search5,70013,702-58.4
    Other measured digital media216,153254,129-14.9
    Ad-supported video on demand77,19037,236107.3
    Network TV59,029109,112-45.9
    Spot TV74,99378,952-5.0
    Syndicated TV15213116.2
    Cable TV networks78,714119,418-34.1
    Spanish-language network TV12,22319,083-35.9
    National spot radio4,7974,867-1.4
    Local radio37,11826,86838.2
    Network radio4,4837,927-43.4
    Magazine3,04448NA
    B-to-B magazine229-91.8
    Local magazine292421.3
    Spanish-language magazine221457.2
    Outdoor63,71669,527-8.4
    Newspaper57083587.5
    Spanish-language newspaper1234-63.6
      Total measured media637,947741,181-13.9
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2010687.04.2
    2011768.64.2
    2012787.54.2
    2013808.44.3
    2014808.24.4
    2015718.74.4
    2016645.84.2
    2017532.94.2
    2018388.83.9
    2019365.83.9
    2020325.54.0
    2021377.63.9
    2022334.53.8
    Ad costs:

    McDonald's Corp.'s stated worldwide advertising costs, which primarily are contributions to advertising cooperatives for company-owned stores. This spending excludes ad spending by franchisees.

    Ad spending as percent of sales:

    McDonald's Corp.'s stated worldwide advertising costs, which primarily are contributions to advertising cooperatives for company-owned stores, as percentage of "company-operated sales," also known as "sales by company-operated restaurants."
    SALES AND EARNINGS ($ in millions from public documents)
    McDonald's Corp. (NYSE: MCD)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$23,223$19,20820.9
    Earnings7,5454,73159.5
    Connections
    McDonald's Corp.
    Ticker: NYSE MCD
    110 N. Carpenter St., Chicago, Ill. 60607/Phone: (630) 623-3000.
    URL: https://corporate.mcdonalds.com/corpmcd/home.html
    Facebook: https://www.facebook.com/mcdonalds
    Twitter: @McDonalds
    Divisions, key executives and agencies

Merck & Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,605$1,4609.9
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search8,4859,384-9.6
    Other measured digital media91,02587,0394.6
    Ad-supported video on demand6,9035,10635.2
    Network TV36,89361,202-39.7
    Spot TV5,4522,609109.0
    Syndicated TV31,04117,30679.4
    Cable TV networks69,92160,25816.0
    National spot radio3821,474-74.1
    Local radio11266-95.8
    Magazine42,80272,939-41.3
    B-to-B magazine8888-0.6
    Spanish-language magazine794959.9
    Outdoor72063313.7
    Newspaper216283.6
    Spanish-language newspaper39-69.9
      Total measured media293,825318,367-7.7
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Keytruda129,550136,777-5.3
    Gardasil 969,55861,66412.8
    HPV.com25,38828,307-10.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20122,800.05.9
    20132,500.05.7
    20142,300.05.4
    20152,100.05.3
    20162,100.05.3
    20172,200.05.5
    20182,100.05.0
    20191,900.04.9
    20201,800.04.3
    20212,000.04.1
    20222,200.03.7
    Ad costs:

    Stated worldwide "advertising and promotion" costs.

    2020: Restated in 2022 from $2.0 billion.
    2019: Restated in 2022 from $2.1 billion.

    Ad spending as percent of sales:

    Worldwide "advertising and promotion" costs as percent of "sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Merck & Co. (NYSE: MRK)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$59,283$48,70421.7
    Earnings14,51912,34517.6
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.27,20622,42521.3
    Europe, Middle East and Africa14,49313,3418.6
    China5,1914,37818.6
    Japan3,6292,72633.1
    Asia Pacific3,6142,40750.1
    Latin America2,5822,20617.0
    Other2,5681,221110.3
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Pharmaceutical52,00542,75421.6
    Animal health5,5505,568-0.3
    Other revenue1,728382352.4
    Connections
    Merck & Co.
    Ticker: NYSE MRK
    126 E. Lincoln Ave., P.O. Box 2000, Rahway, N.J. 07065/Phone: (908) 740-4000.
    URL: https://www.merck.com
    Twitter: @Merck
    Divisions, key executives and agencies

Meta Platforms (Facebook)

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,073$1,227-12.6
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search17,10424,724-30.8
    Other measured digital media148,345214,084-30.7
    Ad-supported video on demand33,06432,3832.1
    Network TV110,314184,588-40.2
    Spot TV5,69412,933-56.0
    Syndicated TV32,03835,544-9.9
    Cable TV networks71,32997,865-27.1
    Spanish-language network TV9,0618,4537.2
    National spot radio20141-85.8
    Local radio1,4952,551-41.4
    Network radio5273-98.4
    Magazine1,7633,060-42.4
    Sunday magazineNA138NA
    B-to-B magazine37209-82.4
    Outdoor8,0559,665-16.7
    Newspaper6,60023,184-71.5
    Spanish-language newspaperNA1NA
      Total measured media444,923649,797-31.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Meta155,29533,937357.6
    Facebook130,805479,686-72.7
    Oculus72,488106,580-32.0
    WhatsApp55,9799NA
    Instagram29,04419,11651.9
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20095.00.6
    20108.00.4
    201128.00.8
    201267.01.3
    2013117.01.5
    2014135.01.1
    2015281.01.6
    2016310.01.1
    2017324.00.8
    20181,100.02.0
    20191,570.02.2
    20202,260.02.6
    20212,990.02.5
    20222,650.02.3
    Ad costs:

    Stated worldwide "advertising expenses."

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of "revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Meta Platforms (Facebook) (Nasdaq: META)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$116,609$117,929-1.1
    Earnings23,20039,370-41.1
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    US & Canada50,15051,541-2.7
    Asia-Pacific27,76026,7393.8
    Europe26,68129,057-8.2
    Rest of World12,01810,59213.5
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Advertising113,642114,934-1.1
    Reality Labs2,1592,274-5.1
    Other revenue80872112.1
    Connections
    Meta Platforms (Facebook)
    Ticker: Nasdaq META
    1 Hacker Way, Menlo Park, Calif. 94025/Phone: (650) 543-4800.
    URL: https://www.meta.com
    Facebook: https://www.facebook.com/meta
    Twitter: @Meta
    Divisions, key executives and agencies

Microsoft Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 6/30/2022Year ended 6/30/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$758$7491.2
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search93,109103,077-9.7
    Other measured digital media339,382451,878-24.9
    Ad-supported video on demand46,66726,07978.9
    Network TV58,638164,193-64.3
    Spot TV671,259-94.7
    Cable TV networks58,320127,947-54.4
    Spanish-language network TV1,6562,710-38.9
    National spot radio12-6.7
    Local radio343777-55.8
    Network radio4471,231-63.7
    B-to-B magazine18368-95.1
    Outdoor1,6753,861-56.6
    Newspaper1,482172763.0
      Total measured media601,805883,555-31.9
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Microsoft373,206600,985-37.9
    LinkedIn137,413132,0434.1
    Xbox38,620116,049-66.7
    Bethesda Softworks37,46517,180118.1
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20031,060.03.3
    2004904.02.5
    2005995.02.5
    20061,230.02.8
    20071,330.02.6
    20081,200.02.0
    20091,400.02.4
    20101,600.02.6
    20111,900.02.7
    20121,600.02.2
    20132,600.03.3
    20142,300.02.6
    20151,900.02.0
    20161,600.01.8
    20171,500.01.6
    20181,600.01.4
    20191,600.01.3
    20201,600.01.1
    20211,500.00.9
    20221,500.00.8
    Fiscal years ended June 30.

    2022: Year ended June 30, 2022.

    Ad costs:

    Stated worldwide "advertising expense." Advertising expense is a subset of stated worldwide "sales and marketing expenses."

    Ad spending as percent of sales:

    Worldwide "advertising expense" as percent of "revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Microsoft Corp. (Nasdaq: MSFT)
    WorldwideYear ended 6/30/2022Year ended 6/30/2021% chg
    Sales$198,270$168,08818.0
    Earnings69,44760,65114.5
    GEOGRAPHIC SALES (year ended 6/30/2022)
    Region ($ in millions)Year ended 6/30/2022Year ended 6/30/2021% chg
    U.S.100,21883,95319.4
    Other countries98,05284,13516.5
    DIVISION SALES (year ended 6/30/2022)
    Division or segment sales ($ in millions)Year ended 6/30/2022Year ended 6/30/2021% chg
    Intelligent Cloud75,25160,08025.3
    Productivity and Business Processes63,36453,91517.5
    More Personal Computing59,65554,09310.3
    Connections
    Microsoft Corp.
    Ticker: Nasdaq MSFT
    1 Microsoft Way, Redmond, Wash. 98052-6399/Phone: (425) 882-8080.
    URL: https://www.microsoft.com
    Facebook: https://www.facebook.com/microsoft
    Twitter: @Microsoft
    Divisions, key executives and agencies

Molson Coors Beverage Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$692$767-9.8
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search458811-43.5
    Other measured digital media131,591190,559-30.9
    Ad-supported video on demand9,20021,676-57.6
    Network TV52,42256,294-6.9
    Spot TV2,5322,712-6.6
    Cable TV networks69,80864,7827.8
    Spanish-language network TV9,33012,010-22.3
    National spot radio1289140.9
    Local radio1,0731,124-4.6
    Network radio3,8844,780-18.7
    B-to-B magazine312057.4
    Local magazineNA44NA
    Outdoor24,92627,044-7.8
    Newspaper35820078.8
    Spanish-language newspaper50NANA
      Total measured media305,790382,145-20.0
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Coors95,855126,466-24.2
    Miller82,905105,817-21.7
    Molson28,53335,436-19.5
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2012423.510.8
    2013447.010.6
    2014473.911.4
    2015401.611.3
    2016644.113.2
    20171,300.011.8
    20181,200.011.1
    20191,200.011.3
    2020923.29.6
    20211,100.010.7
    20221,000.09.3
    Molson Coors on Oct. 11, 2016, increased its stake in MillerCoors to 100% from 42%; it began consolidating MillerCoors results on that day. Company effective January 2020 consolidated MillerCoors, its U.S. business unit, with Molson Coors Canada to form North America business unit.

    Ad costs:

    Molson Coors' stated worldwide "advertising expense" (through calendar 2018); worldwide "marketing and advertising expenses" starting in financial reporting for calendar 2019. (Calendar 2018 "advertising expense" and marketing and advertising expenses were the same; calendar 2017 "advertising expense" and marketing and advertising expenses also were the same.)

    2016: Includes MillerCoors from Oct. 11, 2016 (date of acquisition), through Dec. 31, 2016.
    2015 and earlier years: Molson Coors excluding MillerCoors.

    Ad spending as percent of sales:

    Stated "marketing and advertising expenses" as percent of "net sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Molson Coors Beverage Co. (NYSE: TAP)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$10,701$10,2804.1
    Earnings-1751,006NA
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.7,4067,1693.3
    U.K.1,16695921.6
    Canada1,1651,188-1.9
    Other foreign countries9649640.0
    Connections
    Molson Coors Beverage Co.
    Ticker: NYSE TAP
    250 S. Wacker Drive, Suite 800, Chicago, Ill. 60606.
    URL: https://www.molsoncoors.com
    Twitter: @MolsonCoors
    Divisions, key executives and agencies

Morgan Stanley

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$622$44240.9
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search25,25833,642-24.9
    Other measured digital media102,94551,336100.5
    Ad-supported video on demand3,5453,576-0.9
    Network TV15,73713,77414.2
    Spot TV50150-66.5
    Cable TV networks17,91228,230-36.6
    Spanish-language network TV100NANA
    National spot radioNA6NA
    Local radio1423-39.1
    Network radio5NANA
    Magazine1,7862,655-32.7
    Sunday magazine125138-9.1
    B-to-B magazineNA311NA
    Local magazine2202133.2
    Outdoor18485116.1
    Newspaper1,6092,686-40.1
      Total measured media169,490136,82323.9
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    E Trade129,551105,41422.9
    Morgan Stanley39,89331,31027.4
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2016587.01.7
    2017609.01.6
    2018691.01.7
    2019660.01.6
    2020434.00.9
    2021643.01.1
    2022905.01.7
    Ad costs:

    Stated worldwide "marketing and business development" expenses.

    Ad spending as percent of sales:

    Worldwide "marketing and business development" expenses as percent of "net revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Morgan Stanley (NYSE: MS)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$53,668$59,755-10.2
    Earnings10,54014,566-27.6
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Americas40,11744,605-10.1
    EMEA6,8117,699-11.5
    Asia6,7407,451-9.5
    Connections
    Morgan Stanley
    Ticker: NYSE MS
    1585 Broadway, New York, N.Y. 10036/Phone: (212) 761-4000.
    URL: https://www.morganstanley.com
    Facebook: https://www.facebook.com/morganstanley
    Twitter: @MorganStanley
    Divisions, key executives and agencies

Nestle

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$2,429$2,4240.2
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search43,24439,8668.5
    Other measured digital media265,151283,611-6.5
    Ad-supported video on demand18,92515,85919.3
    Network TV52,34778,220-33.1
    Spot TV7,15314,974-52.2
    Syndicated TV19,48138,783-49.8
    Cable TV networks187,717265,176-29.2
    Spanish-language network TV12,83316,538-22.4
    National spot radio59339649.8
    Local radio2,510759230.7
    Network radio1,888356430.4
    Magazine132,541151,014-12.2
    B-to-B magazine448454-1.5
    Outdoor92654968.7
    NewspaperNA10NA
      Total measured media745,756906,562-17.7
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Purina74,63150,74947.1
    Nestle64,23597,916-34.4
    DiGiorno41,04648,316-15.0
    Natures Bounty35,12453,312-34.1
    Vital Proteins30,31537,239-18.6
    Nespresso29,80645,756-34.9
    Cat Chow28,57723,12223.6
    Pro Plan28,24738,969-27.5
    Fancy Feast27,24825,8415.4
    Garden of Life26,1347,866232.2
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    SALES AND EARNINGS ($ in millions from public documents)
    Nestle (SWX: NESN)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$98,977$95,2913.9
    Earnings9,71718,497-47.5
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    North America34,591NA
    Europe23,366NA
    Asia, Oceana and Africa21,978NA
    Latin America12,9170NA
    Greater China6,1250NA
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Powdered and liquid beverages26,43426,2330.8
    Petcare18,97417,02111.5
    Nutrition and health science16,43414,39614.2
    Prepared dishes and cooking aids13,08613,290-1.5
    Milk products and ice cream11,83311,7081.1
    Confectionery8,5098,2223.5
    Water3,7074,421-16.2
    Connections
    Nestle
    Ticker: SWX NESN
    Avenue Nestle 55, Vevey, Switzerland 1800/Phone: 41 21 924 1111.
    URL: https://www.nestle.com
    Facebook: https://www.facebook.com/nestle
    Twitter: @Nestle
    Divisions, key executives and agencies

Netflix

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,041$1,0370.3
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search9,194174NA
    Other measured digital media74,62552,76541.4
    Ad-supported video on demand2,255614267.4
    Network TV33,38530,02811.2
    Spot TV1,8141,913-5.2
    Syndicated TV212239-11.3
    Cable TV networks5,79111,832-51.1
    Spanish-language network TV51436142.4
    National spot radio1,50681684.5
    Local radio1,234525134.9
    Network radio1,1771,01815.7
    Magazine8,5916,39334.4
    Sunday magazineNA225NA
    B-to-B magazine5,1518,929-42.3
    Local magazine8NANA
    Outdoor27,86818,26752.6
    Newspaper11,58316,188-28.4
      Total measured media184,908150,28723.0
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Netflix173,720127,46736.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    19982.2368.2
    19993.980.6
    200010.429.0
    200112.016.2
    200232.421.5
    200346.517.2
    200491.818.3
    2005135.919.9
    2006215.321.6
    2007207.917.2
    2008158.711.6
    2009175.010.5
    2010212.49.8
    2011299.19.3
    2012351.09.7
    2013404.09.2
    2014533.19.7
    2015714.310.5
    2016842.49.5
    20171,091.19.3
    20181,808.011.4
    20191,879.09.3
    20201,447.05.8
    20211,669.05.6
    20221,586.05.0
    Ad costs:

    Stated worldwide "advertising expenses."

    2013: Restated from $437.9 million.
    2012: Restated from $377.2 million.

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of"revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Netflix (Nasdaq: NFLX)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$31,616$29,6986.5
    Earnings4,4925,116-12.2
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Rest of world18,61617,5985.8
    U.S.13,00012,1007.4
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Streaming31,47029,5156.6
    Domestic DVD146182-20.1
    Connections
    Netflix
    Ticker: Nasdaq NFLX
    100 Winchester Circle, Los Gatos, Calif. 95032/Phone: (408) 540-3700.
    URL: https://www.netflix.com
    Facebook: https://www.facebook.com/netflixus
    Twitter: @netflix
    Divisions, key executives and agencies

Nike

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 5/31/2022Year ended 5/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,453$1,16924.3
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search107,58484,82826.8
    Other measured digital media147,286182,833-19.4
    Ad-supported video on demand1,065218389.0
    Network TV7,48037,089-79.8
    Spot TV44463607.0
    Cable TV networks9,12620,440-55.4
    National spot radio67847742.0
    Local radio476101372.1
    MagazineNA25NA
    B-to-B magazine20NANA
    Outdoor1,9691,23759.3
    Newspaper638188238.6
      Total measured media276,766327,498-15.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Nike241,640305,020-20.8
    Converse33,72720,90261.4
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20071,912.411.7
    20082,308.312.4
    20092,351.312.3
    20102,356.412.4
    20112,344.011.7
    20122,607.011.2
    20132,745.010.8
    20143,031.010.9
    20153,213.010.5
    20163,278.010.1
    20173,341.09.7
    20183,577.09.8
    20193,753.09.6
    20203,592.09.6
    20213,114.07.0
    20223,850.08.2
    Fiscal years ended May 31.

    2022: Year ended May 2022.

    Ad costs:

    Stated worldwide "advertising and promotion expenses" (also called "demand creation expense").

    2012: Restated from $2.711 billion.
    2011:Restated from $2.448 billion.

    Ad spending as percent of sales:

    Worldwide "advertising and promotion expenses" as percent of revenue.
    SALES AND EARNINGS ($ in millions from public documents)
    Nike (NYSE: NKE)
    WorldwideYear ended 5/31/2022Year ended 5/31/2021% chg
    Sales$46,710$44,5384.9
    Earnings6,0465,7275.6
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 5/31/2022Year ended 5/31/2021% chg
    North America18,35317,1796.8
    Europe, Middle East, Africa12,47911,4568.9
    Greater China7,5478,290-9.0
    Asia Pacific and Latin America5,9555,34311.5
    Converse2,3462,2056.4
    Global brand divisions10225308.0
    Corporate-7240NA
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 5/31/2022Year ended 5/31/2021% chg
    Footwear29,14328,0214.0
    Apparel13,56712,8655.5
    Converse2,3462,2056.4
    Equipment1,6241,38217.5
    Global brand10225308.0
    Other-7240NA
    Connections
    Nike
    Ticker: NYSE NKE
    1 Bowerman Drive, Beaverton, Ore. 97005/Phone: (503) 671-6453.
    URL: https://www.nike.com
    Facebook: https://www.facebook.com/nike
    Twitter: @Nike
    Divisions, key executives and agencies

Nissan Motor Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 3/31/2023Year ended 3/31/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$852$8194.0
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search58,179106,679-45.5
    Other measured digital media117,654100,26217.3
    Ad-supported video on demand17,48713,47529.8
    Network TV72,02379,194-9.1
    Spot TV135,669202,923-33.1
    Syndicated TV1,684334404.6
    Cable TV networks127,618141,389-9.7
    Spanish-language network TV7,92813,451-41.1
    National spot radio11841.6
    Local radio12,88714,396-10.5
    Network radio3,4258,293-58.7
    Magazine61211-71.0
    B-to-B magazine35120175.0
    Local magazineNA19NA
    Spanish-language magazine1049-80.6
    Outdoor1,0612,356-55.0
    Newspaper80149-46.4
      Total measured media556,127683,388-18.6
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Nissan455,111648,542-29.8
    Infiniti101,00934,844189.9
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20132,888.12.8
    20143,081.63.0
    20152,850.62.8
    20162,899.02.7
    20172,748.12.5
    20182,728.32.6
    20192,583.42.8
    20202,192.83.0
    20212,205.72.9
    20222,097.92.7
    Fiscal years ended March 31. Figures converted to dollars at average exchange rates by Ad Age Datacenter.

    2022: Year ended March 2023 (fiscal 2023).

    Ad costs:

    Stated worldwide "advertising expenses."

    2022:283.505 billion yen.
    2021: 247.552 billion yen.
    2020: 232.534 billion yen.
    2019: 280.801 billion yen.
    2018: 302.472 billion yen.
    2017: 304.328 billion yen.
    2016: 313.406 billion yen.
    2015: 342.213 billion yen.
    2014: 336.792 billion yen.
    2013: 289.098 billion yen.
    2012: 214.076 billion yen (restated from 229.067 billion yen or $2.772 billion).
    2011: 203.650 billion yen.
    2010: 187.490 billion yen.
    2009: 158.451 billion yen.
    2008: 223.542 billion yen.
    2007: 275.857 billion yen.
    2006: 274.833 billion yen.

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of "net sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Nissan Motor Co. (TYO: 7201)
    WorldwideYear ended 3/31/2023Year ended 3/31/2022% chg
    Sales$78,416$75,0634.5
    Earnings1,6421,920-14.5
    GEOGRAPHIC SALES (year ended 3/31/2023)
    Region ($ in millions)Year ended 3/31/2023Year ended 3/31/2022% chg
    North America39,53834,72713.9
    Japan12,79513,620-6.1
    Europe9,7059,4342.9
    Other overseas countries9,6858,70611.2
    Asia (excluding Japan)6,6928,576-22.0
    DIVISION SALES (year ended 3/31/2023)
    Division or segment sales ($ in millions)Year ended 3/31/2023Year ended 3/31/2022% chg
    Automobile70,98066,1207.3
    Sales financing7,4368,943-16.9
    Connections
    Nissan Motor Co.
    Ticker: TYO 7201
    1-1, Takashima 1-chome, Nishi-ku, Yokohama-shi, Kanagawa, Japan 220-8686/Phone: 81 45 523 5523.
    URL: https://www.nissan-global.com
    Facebook: https://www.facebook.com/nissan
    Twitter: @Nissan
    Divisions, key executives and agencies

Paramount Global

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$2,178$1,74624.7
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search21,62812,63471.2
    Other measured digital media657,122531,82123.6
    Ad-supported video on demand125,90680,79255.8
    Network TV74,89351,93344.2
    Spot TV9,0016,94729.6
    Syndicated TV82769818.5
    Cable TV networks230,505152,45151.2
    Spanish-language network TV4,1122,89342.1
    National spot radio8,6655,57955.3
    Local radio14,1558,79161.0
    Network radio6,3945,79810.3
    Magazine12,56320,225-37.9
    Sunday magazine194NANA
    B-to-B magazine2,7542,790-1.3
    Local magazine517-70.2
    Outdoor49,54436,35036.3
    Newspaper9,7617,21135.4
    Spanish-language newspaper539-88.3
      Total measured media1,228,033926,96832.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Paramount647,780403,25260.6
    Paramount Pictures165,43890,49482.8
    CBS110,587168,591-34.4
    Showtime85,62080,4396.4
    Pluto TV42,75711,163283.0
    BET34,96327,89625.3
    Nickelodeon33,01124,50434.7
    Paramount Pictures video30,31115,98789.6
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20171,580.06.0
    20181,390.05.3
    20191,670.06.2
    20201,310.05.2
    20212,140.07.5
    20222,690.08.9
    CBS Corp. acquired Viacom on Dec. 4, 2019. Immediately after the deal closed, CBS Corp. changed its name to ViacomCBS. ViacomCBS changed its name to Paramount Global on Feb. 16, 2022.

    Figures here are calendar year figures for the combined company including (prior to the merger) the operates of the old CBS Corp. and old Viacom.

    Ad costs:

    Stated worldwide "advertising expenses."

    2018: Restated in 2021 from $1.410 billion.

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of total "revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Paramount Global (Nasdaq: PARA)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$30,154$28,5865.5
    Earnings7254,381-83.5
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.24,41223,3204.7
    International5,7425,2669.0
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    TV media21,73222,734-4.4
    Direct-to-consumer4,9043,32747.4
    Filmed entertainment3,7062,68737.9
    Eliminations-188-162NA
    Connections
    Paramount Global
    Ticker: Nasdaq PARA
    1515 Broadway, New York, N.Y. 10036/Phone: (212) 258-6000.
    URL: https://www.paramount.com
    Facebook: https://www.facebook.com/paramountcompany
    Twitter: @paramountco
    Divisions, key executives and agencies

PepsiCo

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/25/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$2,001$1,9622.0
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search4,8102,88366.8
    Other measured digital media373,979407,189-8.2
    Ad-supported video on demand53,75318,048197.8
    Network TV156,055180,190-13.4
    Spot TV9,16511,553-20.7
    Syndicated TV15,51517,494-11.3
    Cable TV networks363,163390,842-7.1
    Spanish-language network TV11,37617,374-34.5
    National spot radio1,7174,182-58.9
    Local radio3,6862,34956.9
    Network radioNA20NA
    Magazine6,3788,680-26.5
    B-to-B magazine1819689.0
    Local magazine22NANA
    Outdoor5,8858,446-30.3
    Newspaper454205121.2
      Total measured media1,006,1381,069,551-5.9
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Pepsi204,055226,297-9.8
    Gatorade124,209103,00320.6
    Frito-Lay69,50856,67222.7
    Quaker64,56465,400-1.3
    Mountain Dew64,00398,594-35.1
    Cheetos54,88151,0347.5
    Tostitos47,29654,480-13.2
    Lays43,42759,718-27.3
    RockStar34,06725,55933.3
    Sodastream33,40629,70012.5
    Pure Leaf33,22634,119-2.6
    Tropicana25,98817,58247.8
    Doritos25,60646,907-45.4
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20111,900.03.3
    20122,200.03.4
    20132,400.03.6
    20142,300.03.4
    20152,400.03.8
    20162,500.04.0
    20172,400.03.8
    20182,600.04.0
    20193,000.04.5
    20203,000.04.3
    20213,500.04.4
    20223,500.04.1
    Ad costs:

    Stated worldwide "advertising expenses." These stated worldwide ad expenses include media, talent, production and promotional materials.

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of "net revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    PepsiCo (Nasdaq: PEP)
    WorldwideYear ended 12/31/2022Year ended 12/25/2021% chg
    Sales$86,392$79,4748.7
    Earnings8,9107,61817.0
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/25/2021% chg
    U.S.49,39044,54510.9
    All other countries17,44316,7294.3
    Mexico5,4724,58019.5
    Russia4,1183,42620.2
    Canada3,5363,4053.8
    China2,7522,6792.7
    U.K.1,8442,102-12.3
    South Africa1,8372,008-8.5
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/25/2021% chg
    PB North American26,21325,2763.7
    Frito-Lay North America23,29119,60818.8
    Europe12,72413,038-2.4
    Latin America9,7798,10820.6
    Asia, Middle East and North Africa6,4386,0785.9
    APAC4,7874,6153.7
    Quaker Foods North America (QFNA)3,1602,75114.9
    Connections
    PepsiCo
    Ticker: Nasdaq PEP
    700 Anderson Hill Road, Purchase, N.Y. 10577/Phone: (914) 253-2000.
    URL: https://www.pepsico.com
    Facebook: https://www.facebook.com/pepsico
    Twitter: @PepsiCo
    Divisions, key executives and agencies

Pfizer

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$2,155$1,49344.3
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search13,97515,185-8.0
    Other measured digital media258,962151,16371.3
    Ad-supported video on demand41,76112,561232.5
    Network TV228,754119,16692.0
    Spot TV21,70616,99427.7
    Syndicated TV62,48138,45462.5
    Cable TV networks88,77082,0568.2
    Spanish-language network TV27,1973,572661.4
    National spot radio33,10219,12273.1
    Local radio52,54116,331221.7
    Network radio40,44524,77963.2
    Magazine97,37635,058177.8
    Sunday magazine12,764NANA
    Spanish-language magazineNA8NA
    Outdoor15,5161,364NA
    Newspaper9,9093,850157.4
      Total measured media1,005,259539,66286.3
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Pfizer198,61974,447166.8
    Nurtec ODT189,802127,94048.4
    Cibinqo156,9490NA
    Ibrance96,550162,205-40.5
    Treatcovid19.com87,4290NA
    Prevnar 2080,485622NA
    Treatcv19.com80,3870NA
    Xeljanz42,380109,326-61.2
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20122,800.05.1
    20133,000.05.8
    20143,100.06.2
    20153,100.06.3
    20163,200.06.1
    20173,100.05.9
    20182,700.06.6
    20192,300.05.6
    20201,800.04.3
    20212,000.02.5
    20222,800.02.8
    Ad costs:

    Stated worldwide "advertising expenses."

    2019: Restated in 2022 from $2.4 billion; restated in 2021 from $2.6 billion.
    2018: Restated in 2021 from $3.1 billion.
    2012: Restated in 2014 from $2.9 billion.
    2011: Restated in 2013 from $3.9 billion.
    2010: Including 12 months of Wyeth advertising; restated in 2013 from $4.0 billion.
    2009: Including 2.5 months of Wyeth advertising.

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of"revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Pfizer (NYSE: PFE)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$100,330$81,28823.4
    Earnings31,37221,97942.7
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.42,47329,74642.8
    Developed Europe21,98218,33619.9
    Emerging Markets20,09720,701-2.9
    Developed Rest of World15,77812,50626.2
    Connections
    Pfizer
    Ticker: NYSE PFE
    66 Hudson Blvd. E, New York, N.Y. 10001/Phone: (212) 733-2323.
    URL: https://www.pfizer.com
    Facebook: https://www.facebook.com/pfizer
    Twitter: @pfizer
    Divisions, key executives and agencies

Procter & Gamble Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 6/30/2022Year ended 6/30/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$5,063$5,079-0.3
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search48,51150,226-3.4
    Other measured digital media576,485515,37411.9
    Ad-supported video on demand460,131103,246345.7
    Network TV598,075721,687-17.1
    Spot TV58,81864,297-8.5
    Syndicated TV232,843276,091-15.7
    Cable TV networks745,602877,528-15.0
    Spanish-language network TV98,321122,665-19.8
    National spot radio6,8739,330-26.3
    Local radio152,56280,83888.7
    Network radio75,63168,57510.3
    Magazine175,855198,012-11.2
    Sunday magazine6,49814,670-55.7
    B-to-B magazine47325-85.4
    Spanish-language magazine9NANA
    Outdoor1,3521,593-15.1
    Newspaper48544010.1
      Total measured media3,238,0973,104,8964.3
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Downy250,325227,7749.9
    Tide218,254227,133-3.9
    Olay207,733232,763-10.8
    Febreze207,313197,1715.1
    Dayquil, Nyquil and Zzzquil163,082118,88237.2
    Crest154,754129,24119.7
    Swiffer142,993101,65640.7
    Gillette135,92785,20959.5
    Dawn127,010103,36822.9
    Old Spice123,40190,08337.0
    Charmin118,830152,115-21.9
    Gain114,101124,358-8.2
    Bounty111,454157,388-29.2
    Pampers105,27875,59339.3
    Always85,83886,241-0.5
    Vicks79,96751,54455.1
    Cascade73,55188,950-17.3
    Secret66,96169,807-4.1
    Oral-B66,23547,74638.7
    Bounce56,35442,74431.8
    Metamucil55,25036,86149.9
    Zevo49,35821,204132.8
    Mr Clean48,03773,242-34.4
    Align45,19940,31412.1
    Native44,94729,23153.8
    Pepto-Bismol42,78726,43161.9
    Pantene38,19264,170-40.5
    Prilosec OTC37,51228,49331.7
    Nervive33,81826,48327.7
    Head & Shoulders28,32239,722-28.7
    Puffs26,11128,146-7.2
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    19871,386.08.2
    19881,594.08.2
    19891,660.07.8
    19902,059.08.6
    19912,511.09.3
    19922,693.09.2
    19932,973.09.7
    19942,996.09.9
    19953,284.09.8
    19963,374.09.6
    19973,414.09.5
    19983,638.09.8
    19993,471.09.5
    20003,828.09.9
    20013,654.09.7
    20023,696.09.5
    20034,406.010.5
    20045,401.010.8
    20055,804.010.9
    20067,010.010.9
    20077,714.010.9
    20088,426.010.8
    20097,330.010.0
    20108,162.011.1
    20117,713.010.9
    20127,839.010.7
    20138,188.011.1
    20147,867.010.6
    20157,180.010.1
    20167,243.011.1
    20177,118.010.9
    20187,103.010.6
    20196,751.010.0
    20207,326.010.3
    20218,176.010.7
    20227,900.09.9
    Fiscal years ended June 30.

    2022: Year ended June 30, 2022.

    Sales and ad costs from 10-Ks, annual reports and company disclosures. Some data reflect P&G's restated figures.

    Sales:

    Worldwide sales.

    2011-2015 restated in 2016.
    2010-2014 restated in 2015.
    2009-2013 restated in 2014.

    Ad costs:

    Worldwide "advertising expense." Advertising expense includes worldwide TV, print, radio, internet and in-store advertising expenses.

    2011-2015 restated in 2016.
    2015: Restated in 2016 from $8.290 billion.
    2014: Restated in 2016 from $8.979 billion.
    2013: Restated in 2016 from $9.364 billion.
    2012: Restated in 2016 from $8.981 billion.
    2011: Restated in 2016 from $8.868 billion.

    2010-2014 restated in 2015.
    2014 restated in 2015 from $9.236 billion.
    2013 restated in 2015 from $9.612 billion.
    2012 restated in 2015 from $9.222 billion.
    2011 restated in 2015 from $9.086 billion.
    2010 restated in 2015 from $8.338 billion.

    2009-2013 restated in 2014.
    2013 restated in 2014 from $9.729 billion.
    2012 restated in 2014 from $9.345 billion.
    2011 restated in 2014 from $9.210 billion.
    2010 restated in 2014 from $8.475 billion.
    2009 Restated in 2014 from $7.453 billion.

    Ad spending as percent of sales:

    Worldwide "advertising expense" as percent of net sales.
    SALES AND EARNINGS ($ in millions from public documents)
    Procter & Gamble Co. (NYSE: PG)
    WorldwideYear ended 6/30/2022Year ended 6/30/2021% chg
    Sales$80,187$76,1185.3
    Earnings14,79314,3063.4
    GEOGRAPHIC SALES (year ended 6/30/2022)
    Region ($ in millions)Year ended 6/30/2022Year ended 6/30/2021% chg
    International43,70042,4003.1
    U.S.36,50033,7008.3
    DIVISION SALES (year ended 6/30/2022)
    Division or segment sales ($ in millions)Year ended 6/30/2022Year ended 6/30/2021% chg
    Fabric and home care27,55626,0145.9
    Baby, feminine and family care19,73618,8504.7
    Beauty14,74014,4172.2
    Health care10,8249,9568.7
    Grooming6,5876,4402.3
    Corporate74444168.7
    Connections
    Procter & Gamble Co.
    Ticker: NYSE PG
    1 Procter & Gamble Plaza, Cincinnati, Ohio 45202/Phone: (513) 983-1100.
    URL: https://us.pg.com
    Facebook: https://www.facebook.com/proctergamble
    Twitter: @ProcterGamble
    Divisions, key executives and agencies

Progressive Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$2,033$2,140-5.0
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search335,185549,784-39.0
    Other measured digital media196,938160,41622.8
    Ad-supported video on demand70,69410,088600.8
    Network TV335,922399,845-16.0
    Spot TV5,0908,192-37.9
    Syndicated TV42,69744,351-3.7
    Cable TV networks301,186341,073-11.7
    National spot radio2150-98.7
    Local radio32,33718,91471.0
    Network radio41,55047,232-12.0
    Magazine7,5358,440-10.7
    B-to-B magazine571715-20.2
    Local magazine18NANA
    Outdoor215-89.2
    Newspaper49767-93.6
      Total measured media1,369,7751,589,982-13.8
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Progressive1,369,7751,589,982-13.8
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20070.0NA
    20080.0NA
    20090.0NA
    20100.0NA
    2011543.03.4
    2012546.83.2
    2013619.33.4
    2014681.83.5
    2015748.33.6
    2016756.23.2
    20171,005.43.7
    20181,422.44.4
    20191,837.34.7
    20202,175.75.1
    20212,139.54.5
    20222,032.54.1
    Ad costs:

    Stated "total advertising costs" from 10-K filings.

    Ad spending as percent of sales:

    Stated "total advertising costs" as percent of "total revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Progressive Corp. (NYSE: PGR)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$49,611$47,7024.0
    Earnings6953,324-79.1
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Personal insurance lines (direct)20,13618,4928.9
    Personal insurance lines (agency)17,74516,8815.1
    Commercial lines9,0886,94530.9
    Property2,2702,04311.1
    Fees and other revenue7227003.2
    Service businesses29927110.3
    Investments-6522,370NA
    Other indemnityNANA
    Connections
    Progressive Corp.
    Ticker: NYSE PGR
    6300 Wilson Mills Road, Mayfield Village, Ohio 44143/Phone: (440) 461-5000.
    URL: https://www.progressive.com
    Facebook: https://www.facebook.com/progressive
    Twitter: @progressive
    Divisions, key executives and agencies

Reckitt

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$672$6523.1
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search4,7326,770-30.1
    Other measured digital media72,984114,121-36.0
    Ad-supported video on demand20,9836,745211.1
    Network TV28,65942,017-31.8
    Spot TV12,11214,295-15.3
    Syndicated TV73,72276,621-3.8
    Cable TV networks154,149135,97113.4
    Spanish-language network TV3,4374,771-28.0
    National spot radio2,427176NA
    Local radio2,4631,66747.8
    Network radio985NANA
    MagazineNA261NA
    B-to-B magazineNA18NA
    Outdoor54122-55.6
    Newspaper23NANA
      Total measured media376,729403,552-6.6
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Mucinex83,80551,24963.5
    Lysol54,768106,308-48.5
    Airwick47,26055,693-15.1
    Neuriva45,29939,80013.8
    Finish30,88042,884-28.0
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20141,878.612.9
    20151,723.412.7
    20161,748.713.6
    20172,050.813.9
    20182,321.513.8
    20192,362.114.4
    20202,496.113.9
    20212,227.512.2
    20222,110.711.8
    Converted to dollars at average exchange rates.

    Figures include Mead Johnson Nutrition Co. starting June 2017. Figures exclude RB Pharmaceuticals, which RB in 2014 spun off as a separate company.

    Ad costs:

    Implied worldwide spending on "brand equity investment." Ad Age Datacenter calculated Reckitt's worldwide brand equity investment based on Reckitt disclosures, translating figures into dollars at average exchange rates.

    2022: 1.705 billion pounds.
    2021: 1.619 billion pounds.
    2020: 1.945 billion pounds.
    2019: 1.850 billion pounds.
    2018: 1.738 billion pounds.
    2017: 1.591 billion pounds.
    2016: 1.289 billion pounds (restated).
    2015: 1.127 billion pounds.
    2014: 1.140 billion pounds.
    2013: 1.205 billion pounds.
    2012: 1.109 billion pounds.
    2011: 1.047 billion pounds.

    Ad spending as percent of sales:

    Implied worldwide "brand equity investment" as percent of "net revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Reckitt (LON: RKT)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$17,887$18,206-1.7
    EarningsNA-29NA
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    All other countries11,22811,861-5.3
    U.S.5,6975,3286.9
    U.K.9631,017-5.3
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Health7,4166,39116.0
    Hygiene7,3768,132-9.3
    Nutrition3,0953,683-16.0
    Connections
    Reckitt
    Ticker: LON RKT
    Turner House, 103-105 Bath Road, Slough, Berkshire, U.K. SL1 3UH/Phone: 44 1753 217800.
    URL: https://www.reckitt.com
    Facebook: https://www.facebook.com/reckittus
    Twitter: @ThisIsReckitt
    Divisions, key executives and agencies

Recruit Holdings Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 3/31/2023Year ended 3/31/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$750$760-1.3
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search50,70798,114-48.3
    Other measured digital media82,98067,71322.5
    Ad-supported video on demand13,35710,57626.3
    Network TV83,35080,6803.3
    Spot TV1,24270576.2
    Syndicated TVNA53NA
    Cable TV networks76,60481,133-5.6
    Spanish-language network TV14,9517,73493.3
    National spot radio224355-36.8
    Local radio41,64524,89367.3
    Network radio46,65240,54715.1
    MagazineNA85NA
    Outdoor21911NA
      Total measured media411,931412,596-0.2
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Indeed391,285395,622-1.1
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2011566.35.5
    2012688.85.5
    2013718.36.0
    2014720.16.1
    2015817.26.2
    20161,005.55.6
    20171,247.06.4
    20181,435.76.9
    20191,593.67.2
    20201,337.06.2
    20212,060.58.1
    20221,960.37.7
    Years ended March 31.

    2022: Year ended March 31, 2023.

    Recruit changed its accounting to International Financial Reporting Standards from Japanese generally accepted accounting principles effective for year ended March 2018.

    Ad costs:

    Worldwide "advertising expenses" converted to U.S. dollars by Ad Age Datacenter at average exchange rates.

    2022: 264.9 billion yen (IFRS).
    2021: 231.3 billion yen (IFRS).
    2020: 141.8 billion yen (IFRS).
    2019: 173.2 billion yen (IFRS).
    2018: 159.2 billion yen (IFRS).
    2017: 138.1 billion yen (IFRS).
    2016: 108.7 billion yen (IFRS); 104.1 billion yen (Japanese GAAP)
    2015: 98.1 billion yen (Japanese GAAP).
    2014: 78.7 billion yen (Japanese GAAP).
    2013: 71.9 billion yen(Japanese GAAP).
    2012: 57.4 billion yen (Japanese GAAP).
    2011: 44.7 billion yen (Japanese GAAP).

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of "revenue" (2016 and after); worldwide "advertising expenses" as percent of "net sales" (2011-2015).
    SALES AND EARNINGS ($ in millions from public documents)
    Recruit Holdings Co. (TYO: 6098)
    WorldwideYear ended 3/31/2023Year ended 3/31/2022% chg
    SalesNA$25,587NA
    EarningsNA2,645NA
    GEOGRAPHIC SALES (year ended 3/31/2023)
    Region ($ in millions)Year ended 3/31/2023Year ended 3/31/2022% chg
    OtherNA6,657NA
    JapanNA11,385NA
    U.S.NA7,545NA
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 3/31/2023Year ended 3/31/2022% chg
    StaffingNANA
    HR TechnologyNANA
    Media & SolutionsNANA
    Connections
    Recruit Holdings Co.
    Ticker: TYO 6098
    1-9-2 Marunouchi, Chiyoda-ku, Floors 23-41, Tokyo, Japan 100-6640/Phone: 81 3 6835 1111.
    URL: https://www.recruit-holdings.com
    Twitter: @Recruit_hd
    Divisions, key executives and agencies

Restaurant Brands International

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$693$6693.6
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search23,5447,170228.4
    Other measured digital media299,355123,367142.7
    Ad-supported video on demand48,98418,687162.1
    Network TV81,64283,151-1.8
    Spot TV22,63223,219-2.5
    Syndicated TV1352-99.6
    Cable TV networks235,435273,198-13.8
    Spanish-language network TV13,64413,1004.2
    National spot radio3,3424,950-32.5
    Local radio3,3012,37838.8
    Network radioNA2NA
    Outdoor4,4435,323-16.5
    Newspaper124136-9.3
    Spanish-language newspaper0NANA
      Total measured media736,447555,03332.7
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Burger King497,348326,46652.3
    Popeyes Louisiana Kitchen194,214195,074-0.4
    Firehouse Subs25,70127,337-6.0
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    SALES AND EARNINGS ($ in millions from public documents)
    Restaurant Brands International (NYSE: QSR)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$6,505$5,73913.3
    Earnings1,4821,25318.3
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Canada3,4583,03513.9
    U.S.2,2732,00513.4
    Other77469910.7
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Tim Hortons3,8233,34214.4
    Burger King1,8971,8134.6
    Popeyes Louisiana Kitchens64757911.7
    Firehouse Subs1385NA
    Connections
    Restaurant Brands International
    Ticker: NYSE QSR
    Exchange Tower, 130 King St. W, Toronto, Ontario, Canada M5X 2A2/Phone: (905) 339-6011.
    URL: https://www.rbi.com
    Facebook: https://www.facebook.com/burgerking
    Twitter: @BurgerKing
    Divisions, key executives and agencies

Rocket Cos.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$946$1,250-24.3
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search69,859143,569-51.3
    Other measured digital media34,013388,246-91.2
    Ad-supported video on demand5,6865,744-1.0
    Network TV83,358117,380-29.0
    Spot TV7902,602-69.6
    Syndicated TV1,931131NA
    Cable TV networks91,616109,301-16.2
    Spanish-language network TV3,7415,582-33.0
    National spot radio3034,968-93.9
    Local radio14,61111,43427.8
    Network radio6,75411,617-41.9
    Magazine16658189.0
    B-to-B magazineNA27NA
    Local magazine8NANA
    Outdoor78359631.4
    Newspaper5128-96.3
      Total measured media313,623801,383-60.9
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Rocket250,515339,903-26.3
    Quicken49,755329,703-84.9
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2015449.111.8
    2016674.613.8
    2017787.819.0
    2018878.020.9
    2019905.017.9
    2020949.96.1
    20211,249.69.7
    2022945.716.2
    Ad costs:

    Stated "marketing and advertising expenses."

    Ad spending as percent of sales:

    Stated "marketing and advertising expenses" as percent of "total revenue, net."
    SALES AND EARNINGS ($ in millions from public documents)
    Rocket Cos. (NYSE: RKT)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$5,838$12,914-54.8
    Earnings46308-84.9
    Connections
    Rocket Cos.
    Ticker: NYSE RKT
    1050 Woodward Ave., Detroit, Mich. 48226/Phone: (313) 373-7990.
    URL: https://www.rocketcompanies.com
    Facebook: https://www.facebook.com/rocketmortgage
    Twitter: @RocketMortgage
    Divisions, key executives and agencies

Salesforce

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 1/31/2023Year ended 1/31/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$630$638-1.2
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search16,49320,523-19.6
    Other measured digital media83,21688,430-5.9
    Ad-supported video on demand1,064428148.4
    Network TV37,27625,64145.4
    Spot TV2,779182NA
    Cable TV networks8,02913,170-39.0
    Spanish-language network TV20014NA
    National spot radio2394-99.6
    Local radioNA370NA
    Magazine5791,527-62.1
    B-to-B magazine96121-20.9
    Local magazine14140.0
    Outdoor2,8321,221132.0
    Newspaper2,5814,804-46.3
      Total measured media155,158156,839-1.1
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Salesforce96,92187,16411.2
    Tableau31,01633,385-7.1
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    200725.63.4
    200843.74.1
    200950.83.9
    201061.43.7
    201180.33.5
    2012110.73.6
    2013155.83.8
    2014203.63.8
    2015315.64.7
    2016350.34.2
    2017372.93.5
    2018482.03.6
    2019660.03.9
    2020787.03.7
    20211,000.03.8
    20221,000.03.2
    Fiscal years. 2022: Year ended Jan. 31, 2023 (fiscal 2023).

    Ad costs:

    Stated worldwide "advertising expense."

    Ad spending as percent of sales:

    Worldwide "advertising expense" as percent of "total revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Salesforce (NYSE: CRM)
    WorldwideYear ended 1/31/2023Year ended 1/31/2022% chg
    Sales$31,352$26,49218.3
    Earnings2081,444-85.6
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 1/31/2023Year ended 1/31/2022% chg
    Americas21,25017,98318.2
    Europe7,1636,01619.1
    Asia Pacific2,9392,49317.9
    DIVISION SALES (year ended 1/31/2023)
    Division or segment sales ($ in millions)Year ended 1/31/2023Year ended 1/31/2022% chg
    Service Salesforce Platform7,3696,47413.8
    Sales6,8315,98914.1
    Platform and other5,9674,50932.3
    Marketing and Commerce4,5163,90215.7
    Data4,3383,78314.7
    Connections
    Salesforce
    Ticker: NYSE CRM
    415 Mission St., San Francisco, Calif. 94105/Phone: (415) 901-7000.
    URL: http://www.salesforce.com
    Facebook: https://www.facebook.com/salesforce
    Twitter: @salesforce
    Divisions, key executives and agencies

Samsung Electronics Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$2,569$2,26713.3
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search54,58568,181-19.9
    Other measured digital media535,804538,205-0.4
    Ad-supported video on demand39,36611,140253.4
    Network TV133,834184,380-27.4
    Spot TV12,2415,848109.3
    Cable TV networks142,783185,010-22.8
    Spanish-language network TV15,13816,895-10.4
    National spot radio7,5077,714-2.7
    Local radio6,3602,996112.2
    Network radio1,7073,241-47.3
    Magazine1,4714,966-70.4
    Sunday magazine118360-67.3
    B-to-B magazine34NANA
    Local magazineNA7NA
    Spanish-language magazineNA6NA
    Outdoor7,9346,41223.7
    Newspaper5,6363,92843.5
      Total measured media964,5151,039,288-7.2
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Samsung951,8181,018,262-6.5
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20092,135.32.0
    20102,856.02.1
    20112,713.91.8
    20124,349.52.4
    20133,832.11.8
    20143,585.01.8
    20153,428.71.9
    20163,811.62.2
    20174,762.22.2
    20183,638.61.6
    20193,968.52.0
    20203,628.71.8
    20214,700.91.9
    20224,750.32.0
    Ad costs:

    Stated worldwide "advertising" expenses converted to dollars at average exchange rates by Ad Age Datacenter.

    2022: 6,112,951 million won.
    2021: 5,376,015 million won.
    2020: 4,269,043 million won.
    2019: 4,614,525 million won.
    2018: 3,998,491 million won.
    2017: 5,350,839 million won.
    2016: 4,432,109 million won.
    2015: 3,852,478 million won.
    2014: 3,773,649 million won.
    2013: 4,165,290 million won.
    2012: 4,887,089 million won.
    2011: 2,982,270 million won.
    2010: 3,282,798 million won.
    2009: 2,702,874 million won.

    Ad spending as percent of sales:

    Worldwide "advertising" spending as percent of "revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Samsung Electronics Co. (KRX: 005930)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$234,859$244,491-3.9
    Earnings43,24834,89623.9
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    AmericasNA85,609NA
    South KoreaNA38,450NA
    ChinaNA39,848NA
    Asia and AfricaNA36,581NA
    EuropeNA44,004NA
    Connections
    Samsung Electronics Co.
    Ticker: KRX 005930
    129 Samsung-ro, Yeongtong-gu, Gyeonggi-do, Suwon, South Korea 443-472/Phone: 82 2 2255 0114.
    URL: https://www.samsung.com
    Facebook: https://www.facebook.com/samsungus
    Twitter: @SamsungUS
    Divisions, key executives and agencies

Sanofi

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,121$1,234-9.2
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search32,52520,40659.4
    Other measured digital media105,43089,90617.3
    Ad-supported video on demand41,75716,955146.3
    Network TV132,860180,294-26.3
    Spot TV53,61836,55546.7
    Syndicated TV198,747237,599-16.4
    Cable TV networks192,090216,031-11.1
    Spanish-language network TV18,68619,495-4.1
    National spot radio1172-84.5
    Local radio2871NA
    Network radioNA387NA
    Magazine21,77860,174-63.8
    Outdoor26816NA
    Newspaper6809-99.2
      Total measured media798,062878,700-9.2
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Dupixent491,020542,361-9.5
    Allegra57,01361,112-6.7
    Gold Bond44,67944,738-0.1
    Icy Hot35,44336,882-3.9
    Xyzal28,93834,839-16.9
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    SALES AND EARNINGS ($ in millions from public documents)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$45,331$44,6851.4
    Earnings8,9457,43020.4
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.19,26717,02313.2
    Rest of world15,52216,114-3.7
    Europe10,54211,548-8.7
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Pharmaceuticals32,35431,9151.4
    Vaccines7,6217,4821.9
    Consumer health care5,3565,2871.3
    Connections
    Sanofi
    46 Avenue de la Grande Armee, Paris, France 75017/Phone: 33 1 53 77 40 00.
    URL: https://www.sanofi.com
    Facebook: https://www.facebook.com/sanofi
    Twitter: @sanofi
    Divisions, key executives and agencies

Sony Group Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 3/31/2023Year ended 3/31/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$839$864-2.9
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search14,3658,62266.6
    Other measured digital media240,937299,249-19.5
    Ad-supported video on demand29,84910,727178.3
    Network TV60,59640,03551.4
    Spot TV1,0321,274-19.0
    Syndicated TV9,8334,794105.1
    Cable TV networks101,031108,407-6.8
    Spanish-language network TV3,7776,205-39.1
    National spot radio8,3307,8486.1
    Local radio3,9683,46014.7
    Network radio63648132.4
    Magazine2,1931,61136.1
    B-to-B magazine1,2952,993-56.7
    Outdoor13,3586,476106.3
    Newspaper1,0511,407-25.3
    Spanish-language newspaperNA5NA
      Total measured media492,250503,594-2.3
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Sony Pictures192,970153,38425.8
    Playstation81,420143,537-43.3
    Sony76,93149,13156.6
    Crunchyroll.com26,96222,35220.6
    Sony video26,85016,81659.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20074,115.05.3
    20084,364.05.7
    20094,135.05.3
    20104,638.05.5
    20114,525.05.5
    20124,260.05.2
    20134,739.06.1
    20144,066.75.4
    20153,259.74.8
    20163,365.34.8
    20173,676.24.8
    20183,477.24.4
    20193,307.04.4
    20202,464.92.9
    20213,098.13.5
    Fiscal years ended March. Converted to dollars.

    2022: Year ended March 2023.

    Ad costs:

    Stated worldwide "advertising costs" (included in "selling, general and administrative expenses").

    2021: 347.709 billion yen.
    2020: 261.391 billion yen (restated in 2022 from 260.068 billion yen).
    2019: 359.458 billion yen.
    2018: 385.500 billion yen.
    2017: 407.106 billion yen.
    2016: 363.815 billion yen.
    2015: 391.326 billion yen.
    2014: 444.444 billion yen.
    2013: 474.372 billion yen.
    2012: 354.981 billion yen.
    2011: 357.106 billion yen.
    2010: 396.425 billion yen.
    2009: 383.540 billion yen.
    2008: 436.412 billion yen.
    2007: 468.674 billion yen.

    Ad spending as percent of sales:

    Worldwide "advertising costs" as percent of "sales and operating revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Sony Group Corp. (NYSE: SONY)
    WorldwideYear ended 3/31/2023Year ended 3/31/2022% chg
    Sales$85,395$88,401-3.4
    Earnings6,9357,860-11.8
    GEOGRAPHIC SALES (year ended 3/31/2023)
    Region ($ in millions)Year ended 3/31/2023Year ended 3/31/2022% chg
    U.S.25,17024,6452.1
    Japan19,92124,630-19.1
    Europe16,20816,663-2.7
    Asia Pacific11,56910,24013.0
    China6,3306,870-7.9
    Other areas6,1965,35315.7
    DIVISION SALES (year ended 3/31/2023)
    Division or segment sales ($ in millions)Year ended 3/31/2023Year ended 3/31/2022% chg
    Game and network services26,97024,41110.5
    ET&S18,32320,842-12.1
    Financial services10,76413,666-21.2
    Imaging and sensing solutions10,3769,5918.2
    Music10,2179,9522.7
    Pictures10,13411,039-8.2
    Other648880-26.3
    Corporate-2,036-1,981NA
    Connections
    Sony Group Corp.
    Ticker: NYSE SONY
    1-7-1 Konan, Minato-Ku, Tokyo, Japan 108-0075/Phone: 81 3 6748 2111.
    URL: https://www.sony.net
    Facebook: https://www.facebook.com/sony
    Twitter: @Sony
    Divisions, key executives and agencies

State Farm Mutual Auto Insurance Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,013$1,068-5.2
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search232,639499,495-53.4
    Other measured digital media302,545182,10866.1
    Ad-supported video on demand123,91058,623111.4
    Network TV165,924245,240-32.3
    Spot TV3,90810,870-64.0
    Syndicated TV8481,267-33.0
    Cable TV networks147,876187,142-21.0
    Spanish-language network TV11,89910,9688.5
    National spot radio3,4089,352-63.6
    Local radio26,94617,08857.7
    Network radio18,94014,88627.2
    Magazine8NANA
    B-to-B magazine29NANA
    Local magazine101836.4
    Spanish-language magazineNA10NA
    Outdoor8,46412,450-32.0
    Newspaper3812,358-83.8
      Total measured media1,047,7351,251,855-16.3
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    State Farm1,047,7051,251,818-16.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2016861.01.1
    2017860.11.1
    2018903.21.1
    20191,209.11.5
    20201,167.01.5
    20211,068.21.3
    20221,013.11.1
    Ad costs:

    Stated U.S. "advertising" expense from Combined Annual Statements filed with regulators.

    Ad spending as percent of sales:

    "Advertising" expense from Combined Annual Statements as percent of stated "total revenue" (premium revenue, earned investment income and realized capital gains).
    SALES AND EARNINGS ($ in millions from public documents)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$89,300$82,2008.6
    Earnings-6,7001,300NA
    Connections
    State Farm Mutual Auto Insurance Co.
    1 State Farm Plaza, Bloomington, Ill. 61710/Phone: (309) 766-2311.
    URL: https://www.statefarm.com
    Facebook: https://www.facebook.com/statefarm
    Twitter: @StateFarm
    Divisions, key executives and agencies

Stellantis

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,838$1,7594.5
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search54,24257,852-6.2
    Other measured digital media131,93567,18096.4
    Ad-supported video on demand17,26510,85859.0
    Network TV170,496182,471-6.6
    Spot TV40,51539,4672.7
    Syndicated TV46,56062NA
    Cable TV networks166,581174,972-4.8
    Spanish-language network TV9,15713,224-30.8
    National spot radio10,8405,302104.4
    Local radio13,5263,346304.3
    Network radioNA625NA
    Magazine12,5185,512127.1
    B-to-B magazine241,149-97.9
    Local magazine52NANA
    Spanish-language magazine28235-88.2
    Outdoor26,7785,225412.5
    Newspaper431,473-97.1
      Total measured media700,560568,95123.1
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Jeep304,028276,39710.0
    Ram272,201221,33423.0
    Dodge60,27629,193106.5
    Stellantis32,7306,121434.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    SALES AND EARNINGS ($ in millions from public documents)
    Stellantis (EPA: STLA)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$189,341$180,0125.2
    Earnings20,28916,97419.5
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    North America90,11582,5239.2
    Enlarged Europe66,74869,889-4.5
    South America16,46812,63930.3
    Middle East and Africa6,8036,15510.5
    China, India and Asia Pacific4,7504,7100.8
    Other3,3413,2283.5
    Maserati2,4462,3922.3
    Unallocated and eliminaions-1,329-1,524NA
    Connections
    Stellantis
    Ticker: EPA STLA
    Singaporestraat 92-100, Lijnden, Netherlands P7 1175 RA/Phone: 31 20 3421 707.
    URL: https://www.stellantis.com
    Facebook: https://www.facebook.com/stellantis
    Twitter: @stellantis
    Divisions, key executives and agencies

Take-Two Interactive Software

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 3/31/2023Year ended 3/31/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$830$68521.2
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search119488-75.5
    Other measured digital media74,71670,8815.4
    Ad-supported video on demand11,684205NA
    Network TV2,213917141.5
    Spot TV6213386.7
    Cable TV networks4,4371,552185.9
    Local radio471NA
    Network radio8NANA
    Outdoor2035NA
      Total measured media93,48974,06126.2
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2016173.99.8
    2017140.67.8
    2018249.39.3
    2019285.69.2
    2020241.17.1
    2021297.38.5
    20221,212.522.7
    Fiscal years.

    Take-Two bought Zynga, a developer of mobile games, on May 23, 2022.

    Ad costs:

    Stated "advertising, marketing and other promotional expenses."

    Ad spending as percent of sales:

    "Advertising, marketing and other promotional expenses" as percent of "net revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Take-Two Interactive Software (Nasdaq: TTWO)
    WorldwideYear ended 3/31/2023Year ended 3/31/2022% chg
    SalesNA$3,505NA
    EarningsNA418NA
    Connections
    Take-Two Interactive Software
    Ticker: Nasdaq TTWO
    110 W. 44th St., New York, N.Y. 10036.
    URL: https://www.take2games.com
    Divisions, key executives and agencies

Target Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 1/28/2023Year ended 1/30/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,500$1,5000.0
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search687,331459,36449.6
    Other measured digital media513,336533,377-3.8
    Ad-supported video on demand75,81748,26357.1
    Network TV88,537114,683-22.8
    Spot TV398776-48.8
    Syndicated TV3,3927,780-56.4
    Cable TV networks123,487113,0259.3
    Spanish-language network TV28,28731,310-9.7
    National spot radio271,474-98.1
    Local radio4,0117,320-45.2
    Network radio3,7053,911-5.3
    Magazine1,2913,010-57.1
    B-to-B magazineNA9NA
    Local magazine1213-9.1
    Spanish-language magazine8NANA
    Outdoor1,3404,660-71.3
    Newspaper474-95.0
      Total measured media1,530,9811,329,05015.2
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Target1,474,0831,282,49714.9
    Shipt34,02630,74310.7
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20071,195.01.9
    20081,233.02.0
    20091,167.01.8
    20101,292.02.0
    20111,360.02.0
    20121,389.01.9
    20131,548.02.2
    20141,600.02.2
    20151,434.01.9
    20161,465.02.1
    20171,457.02.0
    20181,494.02.0
    20191,647.02.1
    20201,500.01.6
    20211,500.01.4
    20221,500.01.4
    Fiscal years. 2022: Year ended Jan. 28, 2023.

    Ad costs:

    Worldwide "net advertising costs."

    Ad spending as percent of sales:

    Worldwide "net advertising costs" as percent of "sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Target Corp. (NYSE: TGT)
    WorldwideYear ended 1/28/2023Year ended 1/30/2022% chg
    Sales$109,120$106,0052.9
    Earnings2,7806,946-60.0
    Connections
    Target Corp.
    Ticker: NYSE TGT
    1000 Nicollet Mall, Minneapolis, Minn. 55403/Phone: (612) 304-6073.
    URL: https://www.target.com
    Facebook: https://www.facebook.com/target
    Twitter: @Target
    Divisions, key executives and agencies

Toyota Motor Corp.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 3/31/2023Year ended 3/31/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,550$1,571-1.3
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search78,82074,1126.4
    Other measured digital media276,939225,94422.6
    Ad-supported video on demand58,34019,477199.5
    Network TV199,503294,212-32.2
    Spot TV181,292203,470-10.9
    Syndicated TV6,2631,113462.9
    Cable TV networks252,905256,073-1.2
    Spanish-language network TV29,66124,81619.5
    National spot radio1012-17.2
    Local radio14,6277,79687.6
    Network radio1,2751,596-20.1
    Magazine20,29620,2070.4
    Sunday magazineNA1,862NA
    B-to-B magazine545943-42.3
    Local magazine1971932.2
    Spanish-language magazineNA79NA
    Outdoor5,9155,7213.4
    Newspaper686987-30.5
      Total measured media1,127,2711,138,608-1.0
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Toyota787,960743,4706.0
    Lexus338,871394,242-14.0
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20103,614.21.6
    20113,860.71.6
    20124,003.51.5
    20134,189.91.6
    20143,981.61.6
    20154,073.71.7
    20164,151.21.6
    20174,602.21.7
    20184,420.61.6
    20194,331.81.6
    Figures are for fiscal years ended March 31. Figures converted to dollars at average exchange rates by Ad Age Datacenter.

    2020: Year ended March 2021; advertising costs not available.
    2019: Year ended March 2020.
    2018: Year ended March 2019.
    2017: Year ended March 2018.
    2016: Year ended March 2017.
    2015: Year ended March 2016.
    2014: Year ended March 2015.
    2013: Year ended March 2014.
    2012: Year ended March 2013.
    2011: Year ended March 2012.
    2010: Year ended March 2011.
    2009: Year ended March 2010.
    2008: Year ended March 2009.
    2007: Year ended March 2008.
    2006: Year ended March 2007.

    Sales:

    Total net revenue.

    Ad costs:

    Stated worldwide "advertising costs."Advertising costs exclude Toyota's spending on sales incentives. Toyota's sales incentive programs principally consist of cash payments to dealers based on vehicle volume or a model sold by a dealer during a given period of time. Sales incentives are an integral part of Toyota's sales-promotion spending.

    Stated worldwide advertising costs in yen:

    2020: Advertising costs not available.
    2019: 470.849 billion yen.
    2018: 490.093 billion yen.
    2017: 509.653 billion yen.
    2016: 448.780 billion yen.
    2015: 489.036 billion yen.
    2014: 435.150 billion yen.
    2013: 419.409 billion yen.
    2012: 330.870 billion yen.
    2011: 304.713 billion yen.
    2010: 308.903 billion yen.
    2009: 304.375 billion yen.
    2008: 389.242 billion yen.
    2007: 484.508 billion yen.
    2006: 451.182 billion yen.

    Ad spending as percent of sales:

    Worldwide "advertising costs" as percent of worldwide "total net revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Toyota Motor Corp. (NYSE: TM)
    WorldwideYear ended 3/31/2023Year ended 3/31/2022% chg
    Sales$274,942$279,591-1.7
    Earnings18,44825,613-28.0
    GEOGRAPHIC SALES (year ended 3/31/2023)
    Region ($ in millions)Year ended 3/31/2023Year ended 3/31/2022% chg
    North America99,96797,1013.0
    Japan67,50573,193-7.8
    Asia52,36951,4831.7
    Europe30,32232,898-7.8
    Other24,77924,917-0.6
    DIVISION SALES (year ended 3/31/2023)
    Division or segment sales ($ in millions)Year ended 3/31/2023Year ended 3/31/2022% chg
    Automotive249,949254,220-1.7
    Financial services20,62120,5470.4
    Other4,3724,824-9.4
    Connections
    Toyota Motor Corp.
    Ticker: NYSE TM
    1 Toyota-Cho, Toyota City, Aichi Prefecture, Japan 471-8571/Phone: 81 565 28 2121.
    URL: https://www.global.toyota/en
    Facebook: https://www.facebook.com/toyota.global
    Twitter: @ToyotaMotorCorp
    Divisions, key executives and agencies

U.S. Government

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,030$1,093-5.8
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search142,63892,22354.7
    Other measured digital media384,832409,541-6.0
    Ad-supported video on demand26,07713,21197.4
    Network TV76,21086,276-11.7
    Spot TV64,13358,4969.6
    Syndicated TV40,19025,04460.5
    Cable TV networks128,786210,244-38.7
    Spanish-language network TV32,01521,53648.7
    National spot radio18,91451,747-63.4
    Local radio58,43345,98627.1
    Network radio24,11229,873-19.3
    Magazine19,16222,457-14.7
    Sunday magazineNA5,734NA
    B-to-B magazine477516-7.6
    Local magazine957723.6
    Spanish-language magazine824677.9
    Outdoor13,06117,978-27.3
    Newspaper6,0018,164-26.5
    Spanish-language newspaper92258457.7
      Total measured media1,036,1401,099,734-5.8
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    U.S. Department of Health and Human Services258,233283,131-8.8
    USPS176,516117,56450.1
    Healthcare.gov77,83865,33519.1
    NHTSA National Highway Traffic Safety Administration68,43441,82863.6
    US Dept Of Veterans Affairs48,57328,80068.7
    US Army46,96481,555-42.4
    CDC Centers for Disease Control and Prevention40,36188,603-54.4
    Amtrak33,14422,78345.5
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    Connections
    U.S. Government
    U.S. General Services Administration, 1800 F St. NW, Washington, D.C. 20405/Phone: (800) FED-INFO.
    URL: http://www.usa.gov
    Facebook: https://www.facebook.com/usagov
    Twitter: @USAgov
    Divisions, key executives and agencies

Uber Technologies

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$957$8828.5
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search52,63578,318-32.8
    Other measured digital media78,320136,552-42.6
    Ad-supported video on demand9,5496,20953.8
    Network TV57,663124,481-53.7
    Spot TV1,33515,887-91.6
    Syndicated TV669128423.9
    Cable TV networks30,87479,947-61.4
    Spanish-language network TV117923-87.3
    National spot radio6292,384-73.6
    Local radio1402,436-94.3
    Network radioNA1,734NA
    MagazineNA278NA
    B-to-B magazine26NANA
    Outdoor31,58818,72468.7
    NewspaperNA2NA
      Total measured media263,542468,002-43.7
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Uber230,042383,680-40.0
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2016693.020.8
    20171,100.014.9
    20181,300.012.5
    20191,300.010.0
    2020992.08.9
    20211,700.09.7
    20221,700.05.3
    Ad costs:

    Worldwide "advertising expenses."

    Ad spending as percent of sales:

    Worldwide "advertising expenses" as percent of "revenue."
    SALES AND EARNINGS ($ in millions from public documents)
    Uber Technologies (NYSE: UBER)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$31,877$17,45582.6
    Earnings-9,141-496NA
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.17,9539,05898.2
    Rest of world9,7097,84623.7
    U.K.4,215551665.0
    Connections
    Uber Technologies
    Ticker: NYSE UBER
    1455 Third St., Floor 4, San Francisco, Calif. 94158/Phone: (415) 612-8582.
    URL: https://www.uber.com
    Facebook: https://www.facebook.com/uber
    Twitter: @Uber
    Divisions, key executives and agencies

Unilever

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,664$1,5308.8
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search34,00030,80210.4
    Other measured digital media289,469445,438-35.0
    Ad-supported video on demand79,52459,23434.3
    Network TV79,127110,770-28.6
    Spot TV6,3549,553-33.5
    Syndicated TV14,47320,403-29.1
    Cable TV networks176,264218,897-19.5
    Spanish-language network TV26,48024,6457.4
    National spot radio430482-10.6
    Local radio1,6511,26330.7
    Network radio1,3281,698-21.8
    Magazine89,15085,0074.9
    B-to-B magazine49194-74.8
    Outdoor4,0331,357197.1
    Newspaper76944373.6
    Spanish-language newspaper0NANA
      Total measured media803,1001,010,185-20.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Dove307,400354,400-13.3
    Bracketgapchallenge.com58,0680NA
    Degree42,10151,930-18.9
    Unilever41,61763,191-34.1
    Lipton36,27620,75274.8
    Liquid IV32,95715,755109.2
    Axe31,105153,097-79.7
    Tresemme30,90575,388-59.0
    Hellmann's29,94627,6438.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20129,402.514.2
    20139,806.514.8
    20149,525.414.8
    20158,889.615.0
    20168,559.014.7
    20178,557.914.1
    20188,447.714.0
    20198,144.114.0
    20208,093.414.0
    20218,133.213.1
    20228,245.513.0
    Figures converted to U.S. dollars at average exchange rates by Ad Age Datacenter.

    Ad costs:

    Stated worldwide "brand and marketing investment" costs (2012 to present); stated worldwide "advertising and promotions" costs (2011 and earlier). Brand and marketing investment include costs related to creating and maintaining brand equity and brand awareness. This includes media, advertising production, promotional materials and engagement with consumers.

    Effective with calendar-year 2014, Unilever renamed "advertising and promotions" as "brand and marketing investment" (BMI) after moving sales equipment costs from cost of sales to BMI and moving cost of merchandisers and consumer engagement centers from overheads to BMI. Unilever restated its 2013 and 2012 ad and promo costs to put them in line with the new definition.

    2022: 7.821 billion euros brand and marketing investment.
    2021: 6.873 billion euros brand and marketing investment.
    2020: 7.091 billion euros brand and marketing investment.
    2019: 7.272 billion euros brand and marketing investment.
    2018: 7.150 billion euros brand and marketing investment (restated from previous disclosure of 7.164 billion euros in advertising and promotions).
    2017: 7.575 billion euros brand and marketing investment (restated from previous disclosure of 7.566 billion euros in advertising and promotions).
    2016: 7.731 billion euros brand and marketing investment.
    2015: 8.003 billion euros brand and marketing investment.
    2014: 7.166 billion euros brand and marketing investment.
    2013: 7.383 billion euros brand and marketing investment (restated from previous disclosure of 6.832 billion euros in advertising and promotions).
    2012: 7.311 billion euros brand and marketing investment (restated from previous disclosure of 6.763 billion euros in advertising and promotions).
    2011: 6.069 billion euros (advertising and promotions).
    2010: 6.069 billion euros (advertising and promotions).
    2009: 5.302 billion euros (advertising and promotions).
    2008: 5.055 billion euros (advertising and promotions).
    2007: 5.289 billion euros (advertising and promotions).

    Ad spending as percent of sales:

    Worldwide brand and marketing investment as percent of turnover (sales) (2012 to present); advertising and promotions spending as percent of turnover (sales) (2011 and earlier).
    SALES AND EARNINGS ($ in millions from public documents)
    Unilever (NYSE: UL)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$63,334$62,0602.1
    Earnings8,7187,83511.3
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Others40,67540,848-0.4
    U.S.12,78011,6739.5
    India7,2456,6489.0
    U.K.2,6342,891-8.9
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Nutrition14,65215,507-5.5
    Personal care14,37613,9203.3
    Home care13,07412,5104.5
    Beauty and wellbeing12,91511,9977.7
    Ice cream8,3168,1262.3
    Connections
    Unilever
    Ticker: NYSE UL
    Unilever House, 100 Victoria Embankment, London, U.K. EC4Y 0DY.
    URL: https://www.unilever.com
    Facebook: https://www.facebook.com/unilever
    Twitter: @Unilever
    Divisions, key executives and agencies

UnitedHealth Group

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,029$9577.6
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search30,12847,588-36.7
    Other measured digital media58,37854,1957.7
    Ad-supported video on demand1,5021NA
    Network TV29,07421,66434.2
    Spot TV22,16725,178-12.0
    Syndicated TV12,6539,08339.3
    Cable TV networks37,33823,54858.6
    Spanish-language network TV16,97810,07868.5
    National spot radio10,0786,72749.8
    Local radio4,3994,703-6.5
    Network radio261,946-98.6
    Magazine1,8331,958-6.4
    B-to-B magazine644542.4
    Local magazine411-61.4
    Outdoor6,2156,279-1.0
    Newspaper4,4145,670-22.2
    Spanish-language newspaper181220-17.7
      Total measured media235,432218,8947.6
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    UnitedHealth208,888188,89710.6
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    SALES AND EARNINGS ($ in millions from public documents)
    UnitedHealth Group (NYSE: UNH)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$324,162$287,59712.7
    Earnings20,12017,28516.4
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    UnitedHealthcare249,741222,89912.0
    Optum182,768155,56517.5
    Eliminations-108,347-90,867NA
    Connections
    UnitedHealth Group
    Ticker: NYSE UNH
    9900 Bren Road E, Minnetonka, Minn. 55343/Phone: (952) 936-1300.
    URL: https://www.unitedhealthgroup.com
    Facebook: https://www.facebook.com/unitedhealthgroup
    Twitter: @UnitedHealthGrp
    Divisions, key executives and agencies

Verizon Communications

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$3,556$3,3944.8
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search213,425215,471-0.9
    Other measured digital media706,467796,678-11.3
    Ad-supported video on demand138,93182,84967.7
    Network TV309,703355,057-12.8
    Spot TV7,5085,85428.3
    Syndicated TV15,3918,52580.5
    Cable TV networks245,120227,2827.8
    Spanish-language network TV31,60534,939-9.5
    National spot radio16,1229,40971.3
    Local radio22,8677,427207.9
    Network radio19,02115,30724.3
    MagazineNA12,457NA
    Sunday magazineNA559NA
    B-to-B magazine5929100.0
    Spanish-language magazine8NANA
    Outdoor12,7019,00541.1
    Newspaper1,6655,285-68.5
    Spanish-language newspaper0181-99.8
      Total measured media1,740,5931,786,312-2.6
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Verizon1,439,2821,450,068-0.7
    Straight Talk100,728109,883-8.3
    Visible91,405107,042-14.6
    Tracfone50,26157,469-12.5
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20112,523.02.3
    20122,381.02.1
    20132,438.02.0
    20142,526.02.0
    20152,749.02.1
    20162,744.02.2
    20172,643.02.1
    20182,682.02.0
    20193,071.02.3
    20203,107.02.4
    20213,394.02.5
    20223,556.02.6
    Ad costs:

    Stated worldwide "advertising expense."

    2004: Restated.
    2003: Restated.
    2002: Restated.
    2001: Restated.

    Ad spending as percent of sales:

    Worldwide "advertising expense" as percent of "total operating revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Verizon Communications (NYSE: VZ)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$133,613$128,2924.1
    Earnings22,61818,34823.3
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Wireless equipment revenueNA23,164NA
    Service revenue and otherNA110,449NA
    Connections
    Verizon Communications
    Ticker: NYSE VZ
    1095 Avenue of the Americas, New York, N.Y. 10036/Phone: (212) 395-1000.
    URL: https://www.verizon.com
    Facebook: https://www.facebook.com/verizon
    Twitter: @verizon
    Divisions, key executives and agencies

Volkswagen

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$685$760-9.9
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search17,61417,0633.2
    Other measured digital media66,85875,583-11.5
    Ad-supported video on demand28,45526,2988.2
    Network TV43,79959,119-25.9
    Spot TV65,94179,891-17.5
    Syndicated TV56-23.0
    Cable TV networks74,82288,172-15.1
    Spanish-language network TV14,5678,53170.8
    National spot radio17433-96.1
    Local radio8741,167-25.1
    Magazine9,8889,8760.1
    B-to-B magazine78963923.4
    Local magazineNA47NA
    Spanish-language magazineNA99NA
    Outdoor3,2852,72720.5
    Newspaper57942835.2
      Total measured media327,492370,079-11.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Volkswagen230,656231,628-0.4
    Audi83,587103,560-19.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    SALES AND EARNINGS ($ in millions from public documents)
    Volkswagen (ETR: VOW)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$294,390$296,077-0.6
    Earnings16,69618,257-8.6
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Europe/other markets162,917172,262-5.4
    North America63,33853,61218.1
    Asia Pacific54,23757,597-5.8
    South American16,31613,06324.9
    Other-2,419-457NA
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Passenger cars199,580204,565-2.4
    Financial services49,39052,024-5.1
    Commercial vehicles41,66135,61017.0
    Power engineering3,7593,879-3.1
    Connections
    Volkswagen
    Ticker: ETR VOW
    Brieffach 1849, Wolfsburg, Germany 38436/Phone: 49 5361 9 0.
    URL: https://www.volkswagenag.com
    Facebook: https://www.facebook.com/vw
    Twitter: @VW
    Divisions, key executives and agencies

Walgreens Boots Alliance

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 8/31/2022Year ended 8/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$720$65310.4
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search151,60893,58362.0
    Other measured digital media166,378214,847-22.6
    Ad-supported video on demand12,48211,3759.7
    Network TV12,78519,486-34.4
    Spot TV2,5313,453-26.7
    Syndicated TV462395.3
    Cable TV networks44,12658,743-24.9
    Spanish-language network TV10,1856,36760.0
    National spot radio6732,307-70.8
    Local radio6,0076,927-13.3
    Network radio4,2275,262-19.7
    Magazine4,9164,932-0.3
    Sunday magazine1,344496170.7
    B-to-B magazine5929100.0
    Outdoor28500-94.5
    NewspaperNA62NA
    Spanish-language newspaper4NANA
      Total measured media417,398428,393-2.6
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Walgreens402,239408,061-1.4
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2005260.30.6
    2006306.90.6
    2007355.90.7
    2008341.00.6
    2009334.00.5
    2010271.00.4
    2011271.00.4
    2012291.00.4
    2013286.00.4
    2014265.00.3
    2015491.00.5
    2016598.00.5
    2017571.00.5
    2018665.00.5
    2019582.00.5
    2020532.00.4
    2021772.00.6
    2022862.00.6
    Fiscal years ended August.
    2022: Year ended August 2022.

    Ad costs:

    Worldwide "net advertising expenses" (advertising costs net of- or after subtracting-vendor advertising allowances).

    Note: Effective with Walgreen Co.'s 2014 acquisition of Boots Alliance to form Walgreens Boots Alliance, company no longer discloses the amount of vendor advertising allowances; Walgreens Boots Alliance only discloses advertising costs net of vendor advertising allowances.

    2020: Restated from$534 million.
    2019: Restated from $585 million.

    Ad spending as percent of sales:

    Worldwide "net advertising expenses" (advertising costs net of-or after subtracting-vendor advertising allowances) as percent of "sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Walgreens Boots Alliance (Nasdaq: WBA)
    WorldwideYear ended 8/31/2022Year ended 8/31/2021% chg
    Sales$132,703$132,5090.1
    Earnings4242,512-83.1
    GEOGRAPHIC SALES (year ended 8/31/2022)
    Region ($ in millions)Year ended 8/31/2022Year ended 8/31/2021% chg
    United States110,873112,005-1.0
    International21,83020,5056.5
    DIVISION SALES (year ended 8/31/2022)
    Division or segment sales ($ in millions)Year ended 8/31/2022Year ended 8/31/2021% chg
    U.S. Retail Pharmacy109,078112,005-2.6
    International21,83020,5056.5
    U.S. Healthcare1,7950NA
    Connections
    Walgreens Boots Alliance
    Ticker: Nasdaq WBA
    108 Wilmot Road, Deerfield, Ill. 60015/Phone: (847) 315-3700.
    URL: https://www.walgreensbootsalliance.com
    Facebook: https://www.facebook.com/walgreens
    Twitter: @WBA_Global
    Divisions, key executives and agencies

Walmart

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 1/31/2023Year ended 1/31/2022% chg
    Total U.S. advertising spending (U.S. dollars in millions)$3,412$3,2026.5
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search1,316,936978,63134.6
    Other measured digital media762,717585,62830.2
    Ad-supported video on demand54,14824,644119.7
    Network TV143,619180,139-20.3
    Spot TV3,40119,555-82.6
    Syndicated TV29,30115,82085.2
    Cable TV networks113,744154,785-26.5
    Spanish-language network TV28,61625,78111.0
    National spot radio2,4288,104-70.0
    Local radio2,0458,032-74.5
    Network radio4573,508-87.0
    Magazine29,63932,840-9.7
    B-to-B magazineNA31NA
    Spanish-language magazine362829.6
    Outdoor2,5633,333-23.1
    Newspaper1,01812NA
    Spanish-language newspaperNA6NA
      Total measured media2,490,6682,040,87522.0
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Walmart2,185,8121,870,08616.9
    Sam's Club268,163142,20488.6
    Bonobos26,81813,67396.1
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2000574.00.3
    2001618.00.3
    2002676.00.3
    2003966.00.4
    20041,400.00.5
    20051,600.00.5
    20061,900.00.6
    20071,800.00.5
    20082,100.00.5
    20092,400.00.6
    20102,500.00.6
    20112,300.00.5
    20122,300.00.5
    20132,400.00.5
    20142,400.00.5
    20152,500.00.5
    20162,900.00.6
    20173,100.00.6
    20183,500.00.7
    20193,700.00.7
    20203,200.00.6
    20213,900.00.7
    20224,100.00.7
    Fiscal years. 2022: Fiscal year ended Jan. 31, 2023 (Walmart's fiscal 2023). Walmart's fiscal years end Jan. 31.

    Ad costs:

    Stated worldwide "advertising costs."

    2008 (fiscal 2009): Restated from $2.3 billion.
    2007 (fiscal 2008): Restated from $2.0 billion.

    Ad spending as percent of sales:

    Worldwide "advertising costs" as percent of worldwide "net sales."
    SALES AND EARNINGS ($ in millions from public documents)
    Walmart (NYSE: WMT)
    WorldwideYear ended 1/31/2023Year ended 1/31/2022% chg
    Sales$611,289$572,7546.7
    Earnings11,68013,673-14.6
    GEOGRAPHIC SALES (year ended 1/31/2023)
    Region ($ in millions)Year ended 1/31/2023Year ended 1/31/2022% chg
    U.S.508,685470,2958.2
    Non-U.S. operations102,604102,4590.1
    DIVISION SALES (year ended 1/31/2023)
    Division or segment sales ($ in millions)Year ended 1/31/2023Year ended 1/31/2022% chg
    Walmart U.S.420,553393,2476.9
    Walmart International100,983100,9590.0
    Sam's Club84,34573,55614.7
    Connections
    Walmart
    Ticker: NYSE WMT
    702 S.W. Eighth St., Bentonville, Ark. 72716/Phone: (479) 273-4000.
    URL: https://corporate.walmart.com
    Facebook: https://www.facebook.com/walmart
    Twitter: @Walmart
    Divisions, key executives and agencies

Walt Disney Co.

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 10/1/2022Year ended 10/2/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$5,052$3,75934.4
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search90,78655,39863.9
    Other measured digital media1,757,5191,412,89824.4
    Ad-supported video on demand111,89692,55720.9
    Network TV319,420326,650-2.2
    Spot TV38,45831,51722.0
    Syndicated TV11,9656,34188.7
    Cable TV networks484,633490,230-1.1
    Spanish-language network TV16,13120,782-22.4
    National spot radio33,45936,282-7.8
    Local radio33,33524,58135.6
    Network radio5,6584,24433.3
    Magazine6,2487,403-15.6
    B-to-B magazine9,2846,80336.5
    Local magazine7NANA
    Outdoor92,66172,04028.6
    Newspaper7,1185,24535.7
    Spanish-language newspaper211-84.0
      Total measured media3,018,5782,592,98016.4
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Disney1,223,1501,002,88222.0
    Hulu805,104537,96049.7
    ABC197,809180,7169.5
    ESPN191,334153,62224.5
    Walt Disney pictures190,027239,126-20.5
    20th Century Studios pictures137,371141,676-3.0
    FX51,93485,985-39.6
    Searchlight pictures48,26954,540-11.5
    20th Century Studios Home Entertainment video37,14537,635-1.3
    Marvel37,10532,01315.9
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20002,000.07.9
    20012,200.08.7
    20022,300.09.1
    20032,500.09.2
    20043,000.09.8
    20052,900.09.2
    20062,500.07.4
    20072,600.07.3
    20082,900.07.7
    20092,700.07.5
    20102,600.06.8
    20112,800.06.8
    20122,500.05.9
    20132,600.05.8
    20142,800.05.7
    20152,600.05.0
    20162,900.05.2
    20172,600.04.7
    20182,800.04.7
    20194,300.06.2
    20204,700.07.2
    20215,500.08.2
    20227,200.08.7
    Fiscal years. 2022: Year ended Oct. 1, 2022.

    Disney's fiscal year ends on the Saturday closest to Sept. 30.

    Walt Disney Co. acquired 21st Century Fox on March 20, 2019.

    Ad costs:

    Stated worldwide "advertising expense."

    Ad spending as percent of sales:

    Stated worldwide "advertising expense" as percent of "revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Walt Disney Co. (NYSE: DIS)
    WorldwideYear ended 10/1/2022Year ended 10/2/2021% chg
    Sales$82,722$67,41822.7
    Earnings3,1451,99557.6
    GEOGRAPHIC SALES (year ended 10/1/2022)
    Region ($ in millions)Year ended 10/1/2022Year ended 10/2/2021% chg
    Americas68,21854,15726.0
    Europe8,6806,69029.7
    Asia Pacific6,8476,5714.2
    DIVISION SALES (year ended 10/1/2022)
    Division or segment sales ($ in millions)Year ended 10/1/2022Year ended 10/2/2021% chg
    Media and Entertainment Distribution55,04050,8668.2
    Parks, Experiences and Products28,70516,55273.4
    Connections
    Walt Disney Co.
    Ticker: NYSE DIS
    500 S. Buena Vista St., Burbank, Calif. 91521/Phone: (818) 560-1000.
    URL: https://www.thewaltdisneycompany.com
    Facebook: https://www.facebook.com/disney
    Twitter: @WaltDisneyCo
    Divisions, key executives and agencies

Warner Bros. Discovery

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$2,339$3,413-31.5
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search23,80936,011-33.9
    Other measured digital media923,3281,295,775-28.7
    Ad-supported video on demand105,88741,581154.7
    Network TV93,356194,383-52.0
    Spot TV2,2655,168-56.2
    Syndicated TV9922,612-62.0
    Cable TV networks337,372629,805-46.4
    Spanish-language network TV2,7577,844-64.9
    National spot radio4,7076,812-30.9
    Local radio5,3064,40320.5
    Network radio5,3483,51552.2
    Magazine15,23320,505-25.7
    B-to-B magazine5,32811,177-52.3
    Local magazine4NANA
    Spanish-language magazine8NANA
    Outdoor52,85548,9887.9
    Newspaper5,79410,687-45.8
    Spanish-language newspaper949-81.0
      Total measured media1,584,3582,319,315-31.7
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    'HBO (including HBA Max, now Max)843,281911,331-7.5
    Discovery175,618696,873-74.8
    Warner Bros. pictures163,201392,423-58.4
    CNN135,27153,650152.1
    Warner Bros54,24929,96881.0
    Warner Bros. Entertainment video43,38863,120-31.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    2018355.03.4
    2019390.03.5
    2020412.03.9
    20211,247.010.2
    20222,519.07.4
    Discovery on April 8, 2022, changed its name to Warner Bros. Discovery after merging with WarnerMedia, formerly a business segment of AT&T.

    Ad costs:

    Stated worldwide "advertising costs."

    Ad spending as percent of sales:

    Stated worldwide "advertising costs" as percent of "total revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Warner Bros. Discovery (Nasdaq: WBD)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$45,533$38,72617.6
    Earnings-2,983NANA
    GEOGRAPHIC SALES
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S. WBNA24,769NA
    U.S. DiscoveryNA7,728NA
    DIVISION SALES (year ended 12/31/2022)
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    OtherNA993NA
    ContentNA13,138NA
    AdvertisingNA10,601NA
    DistributionNA20,801NA
    Connections
    Warner Bros. Discovery
    Ticker: Nasdaq WBD
    230 Park Avenue South, New York, N.Y. 10003/Phone: 240-662-0000.
    URL: https://wbd.com
    Facebook: https://www.facebook.com/wbd
    Twitter: @wbd
    Divisions, key executives and agencies

Wayfair

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/31/2022Year ended 12/31/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,262$1,13111.6
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search623,833621,7570.3
    Other measured digital media94,82957,87463.9
    Ad-supported video on demand8,2573,738120.9
    Network TV28,48513,086117.7
    Spot TV103321-68.0
    Syndicated TV9718435.9
    Cable TV networks96,71159,77161.8
    Spanish-language network TV3,4792,28452.3
    Magazine6,4047,258-11.8
    Outdoor252-96.0
      Total measured media862,201766,15912.5
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Wayfair779,802719,0618.4
    Perigold Store42,38321,173100.2
    Joss & Main37,68722,65766.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    201265.510.9
    2013108.511.8
    2014191.314.5
    2015278.212.4
    2016409.112.1
    2017550.011.6
    2018774.211.4
    20191,095.812.0
    20201,412.210.0
    20211,378.010.1
    20221,473.012.1
    Ad costs:

    Stated worldwide "advertising costs," also called "advertising expense."

    Ad costs as percent of sales:

    Worldwide "advertising costs" as percent of worldwide "net revenues."
    SALES AND EARNINGS ($ in millions from public documents)
    Wayfair (NYSE: W)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$12,218$13,708-10.9
    Earnings-1,331-131NA
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    U.S.10,46411,249-7.0
    International1,7542,459-28.7
    Connections
    Wayfair
    Ticker: NYSE W
    4 Copley Place, Floor 7, Boston, Mass. 02116/Phone: (617) 532-6100.
    URL: https://www.wayfair.com
    Facebook: https://www.facebook.com/wayfair
    Twitter: @Wayfair
    Divisions, key executives and agencies

Yum Brands

  • TOTAL U.S. AD SPENDING
    U.S.Year ended 12/30/2022Year ended 12/30/2021% chg
    Total U.S. advertising spending (U.S. dollars in millions)$1,254$1,1895.5
    Source: Ad Age Datacenter. See About LNA.

    U.S. MEASURED-MEDIA SPENDING BY MEDIUM IN 2022
    U.S. measured-media spending by medium ($ in thousands)20222021% chg
    Paid search38,42331,32822.6
    Other measured digital media151,803257,214-41.0
    Ad-supported video on demand111,08146,756137.6
    Network TV212,931237,396-10.3
    Spot TV10,42811,527-9.5
    Syndicated TV25,76120,89723.3
    Cable TV networks273,167341,661-20.0
    Spanish-language network TV19,08917,9796.2
    National spot radio1862,398-92.3
    Local radio15,8219,35269.2
    Network radio14,74513,32710.6
    B-to-B magazine32NANA
    Outdoor2,1782,394-9.0
    Newspaper221NA
    Spanish-language newspaper0NANA
      Total measured media875,666992,230-11.7
    U.S. measured-media spending by brand ($ in thousands)20222021% chg
    Taco Bell395,567575,680-31.3
    Pizza Hut243,990233,8454.3
    KFC234,463181,26829.3
    Measured media from Vivvix. Measured media reflects like-for-like spending in TV, radio, print, outdoor and digital. Digital media spending has been aggregated at Vivvix’s request. For more information on digital media spending breakouts, visit vivvix.com. See About LNA 2023.

    SALES AND EARNINGS ($ in millions from public documents)
    Yum Brands (NYSE: YUM)
    WorldwideYear ended 12/30/2022Year ended 12/30/2021% chg
    Sales$6,842$6,5843.9
    Earnings1,3251,575-15.9
    GEOGRAPHIC SALES (year ended 12/30/2022)
    Region ($ in millions)Year ended 12/30/2022Year ended 12/30/2021% chg
    U.S.3,8793,6466.4
    Rest of world2,6872,6411.7
    China276297-7.1
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/30/2022Year ended 12/30/2021% chg
    Pizza HutNA1,028NA
    Taco BellNA2,238NA
    KFCNA2,793NA
    Habit BurgerNA525NA
    Connections
    Yum Brands
    Ticker: NYSE YUM
    1441 Gardiner Lane, Louisville, Ky. 40213/Phone: (502) 874-8300.
    URL: https://www.yum.com
    Facebook: https://www.facebook.com/yumbrands
    Twitter: @yumbrands
    Divisions, key executives and agencies

ABOUT AD AGE MARKETER TREES 2023

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Ad Age Datacenter produced Ad Age Marketer Trees 2023 in June 2023 as a database with ad spending, brands, profiles, executives and agency rosters for the nation's 100 biggest advertisers. The database is part of the Ad Age Leading National Advertisers 2023 report.

Datacenter directors: Kevin Brown, Bradley Johnson
Research editor: Joy R. Lee
Research assistants: Brian Gilbert, Erika Gill, Jack Longo

How Ad Age Datacenter ranked the Ad Age Leading National Advertisers. Includes methodology.

For information on agencies, see Ad Age Agency Report 2023 and Ad Age Agency Family Trees 2023.

Send your ideas to improve Ad Age Marketer Trees. Update us on agency assignments and executives. Report database errors. Datacenter@adage.com.