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The world’s top advertisers rebounded from 2020 pandemic gloom to a 2021 recovery boom, but spending growth slowed this year—and 2023 could be rough.
Ad Age World’s Largest Advertisers 2022 shows who’s up (and down).
Advertising had a remarkable resurgence from the depths of the pandemic, but overall spending growth has fallen sharply this year, according to Ad Age Datacenter’s analysis of year-to-date financial disclosures from global marketers.
Top line: Go here for quick links to rankings and charts.
Deep dive: Go here for analysis of ad spending for global marketers.
A weakening digital ad market could put pressure on marketing spending at internet media firms, where “efficiency” is the new watchword.
For the first time, the world’s two biggest advertisers are internet companies—one from the U.S., the other from China. Both are under pressure to cut costs, raising questions about what happens to their marketing budgets going forward.
As marketers navigate the faltering economy, spending moves vary markedly. One financial services firm boosted marketing spending by 55% in the first nine months of 2022—on top of a 78% increase in 2021. Another financial firm slashed third-quarter spending 33%—reversing a 32% increase in 2021.
Ad Age’s analysis includes a ranking of the world’s biggest advertisers in 2021; a ranking of advertisers with the sharpest ad spending increases and decreases; and stats about the top 100 advertisers by category, country and region.
Want to dig deeper? Subscribe to Ad Age Datacenter to see expanded data on Ad Age World’s Largest Advertisers 2022 at AdAge.com/globalmarketers2022.
The expanded data include:
• Ad Age World’s Largest Advertisers 2022: Ad Age Datacenter’s exclusive ranking of the 100 biggest spenders, downloadable in Excel.
• Global marketers database: Ad spending, key agency relationships, executives and company profiles for Ad Age World’s Largest Advertisers.
• Biggest advertisers by country: Rankings based on measured-media spending.
Want to see more about the World’s Largest Advertisers?
Go here for rankings and charts.
Go here for deeper analysis.
In this article:
Bradley Johnson is Ad Age’s director of data analytics and runs Ad Age Datacenter with colleague Kevin Brown. Johnson focuses on data and financial topics related to marketing, advertising and media. Johnson has held Ad Age posts in Chicago, Los Angeles and New York including editor at large, deputy editor, interactive editor, bureau chief and reporter.
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