Top Global Marketers Boost 2007 Adspend - Except GM

09 December 2008

NEW YORK: The top one hundred global advertisers increased their collective marketing spend by 8% to $107.64 billion (€83.6bn; £72.2bn) in 2007, although General Motors was supplanted from the top three by L'Oréal behind the traditional top twosome, Procter & Gamble and Unilever.

According to Advertising Age's annual Global Marketers report, GM was the only one of the top ten advertisers to reduce its outlay, down by 0.9% to $3.3bn. 

Top-ranked Procter & Gamble spent $9.36bn worldwide in 2007, compared with the $5.3bn invested in communications by Unilever.

The US received the largest single portion of P&G's marketing expenditure, at $3.7bn, followed by Europe with $3.11bn, Asia with $1.94bn and Latin America, with just $251 million.
In all, twenty-one of the top one hundred cut their adspend, with total outlay in the US also down by 0.1% to $46.61bn year-on-year.

However, the country still accounted for 43.3% of total advertising expenditure among the top one hundred, and a total of forty-eight companies featured in the list are headquartered in the US.

This compares with a total of fourteen organizations based in Japan, ten in Germany, nine in France, six in the UK and four in Korea.

Ad Age's study was based on adspend levels in eighty-six countries around the world, and the listed firms had to spend a minimum of $300m on at least three continents (thus excluding primarily US operators like AT&T and Verizon).

Among the new entries this year were online auction site eBay, fmcg giant Sara Lee, pharma firms Eli Lilly and Boehringer Ingelheim, and Japanese auto manufacturer Mitsubishi.

Data sourced from; additional content by WARC staff