US-based ★ World's Top 100 Advertisers

Ad Age magazine announced its annual "Top 100 Global Marketers 2013" ranking, based on media spending data from 95 countries and regions worldwide. The total media spending by the top 100 companies in 2012 was $124.343 billion, a slight decrease of 0.9% compared to the previous year. However, global advertising spending is said to be on a recovery track.

Procter & Gamble (P&G) ranked first among the top 100 advertisers in 2012, with annual media spending of $10.615 billion. Although this represented a 5.7% decrease from the previous year, P&G secured the top position for the third consecutive year. Among Japanese companies, Toyota saw double-digit growth of 14.9% year-on-year ($3.31 billion), rising from 7th to 4th place. The other companies in the top five were: 2nd place Unilever ($7.413 billion), 3rd place L'Oréal ($5.643 billion), and 5th place General Motors ($3.206 billion). Excluding Toyota, the lineup remained unchanged from last year. Ranked 6th and below were Coca-Cola (US$3.029 billion), Nestlé ($2.987 billion), Volkswagen ($2.971 billion), and McDonald's ($2.693 billion). PepsiCo ($2.47 billion), ranked 17th last year, rose to 10th place.

Japanese companies ranked in the list besides Toyota were Honda (17th), Nissan (20th), Sony (22nd), Panasonic (43rd), Kao (48th), Canon (60th), Mitsubishi Motors (61st), Mazda (70th), Subaru (74th), Suzuki (78th), Nintendo (84th), Shiseido (86th), Nikon (92nd), Astellas Pharma (93rd), and Sharp (99th). This brings the total to 16 companies, an increase of two from last year.

　By industry, personal care accounted for 24.5% of the total, representing about one-quarter. The top three industries—automotive (21.2%), food (17.2%), and personal care—combined for over 60%. The fastest-growing sector was home appliances and IT-related products, up 9.6% year-on-year. Samsung Electronics stood out with the highest growth rate among the top 100 companies at 55.1%.

　Meanwhile, global advertising spending across major media reached $487.8 billion and is projected to exceed $500 billion for the first time in 2013. Subsequent growth is expected to recover to pre-global financial crisis levels, with a 5.3% year-on-year increase in 2014 (matching the 2007 rate of 5.4%), followed by steady growth of 5.8% in both 2015 and 2016. The projected regional share of media spending in 2013 is led by North America at 35.3%, followed by Asia-Pacific at 29.4% and Europe at 19.4%. (Estimated by ZenithOptimedia)

Details at AdAge→ http://adage.com/datacenter/globalmarketers2013
Global Marketers 2013