Blue-Chip Advertisers' Spending Hits Record $109B, Passing Pre-recession Peak
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These blue-chip marketers account for an outsize portion of advertising growth. Overall U.S. ad spending last year edged up just 2.7% and is on track to grow 4.6% in 2014, according to the average of the most recent forecasts from WPP’s GroupM, Interpublic Group of Cos.’ Magna Global and Publicis Groupe’s ZenithOptimedia. Overall U.S. ad spending won’t break its 2007 record until 2015, according to ZenithOptimedia’s June 2014 forecast.
Ad Age this year has expanded the annual LNA report to include U.S. advertisers Nos. 101 through 200 (available to DataCenter subscribers at AdAge.com/lna2014). It’s a diverse list of marketers that do everything from delivering content (Netflix) to packages (UPS), with companies ranging from luxe (Chanel) to in flux (struggling RadioShack Corp.). Total U.S. spending for the second 100 rose just 1.4% to $40.6 billion in 2013 — big bucks, but less than the combined spending of the 17 biggest advertisers.
Total spending estimates consist of advertising in measured media — traditional media and internet display ads — from WPP’s Kantar Media — plus Ad Age’s estimate of spending in unmeasured disciplines including various digital plays (paid search, online video, unmeasured forms of social media), promotion, experiential marketing and direct marketing. Ad Age estimates unmeasured spending to capture the difference between measured-media figures and the company’s estimated U.S. total spending.
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