A quick take on the biggest advertisers, brands and agency companies.
Amazon topped Ad Age Datacenter’s rankings of the largest U.S. and global advertisers. WPP and Accenture Song rank as the world's biggest agency companies.
Want to dig deeper? Click on the links below.
The top 200 U.S. advertisers raised their spending on ad and marketing services by 8% in 2022, reaching a record $210 billion. Among the 200 biggest advertisers, 133 increased spending in 2022. Amazon led the marketers ranking for the fourth consecutive year.
Amazon, propelled by spending on paid search and social media, was the most-advertised brand in the U.S. in 2022.
Spending for the world’s 100 biggest advertisers surged 22.1% to a record $339 billion in 2021, rebounding from a 7.1% decline in 2020. That’s far and away the biggest percentage growth since Ad Age began ranking marketers based on worldwide spending in 2001. Among the world’s 100 biggest advertisers, 91 increased spending in 2021 vs. 2020, when ad spending fell amid a brief but brutal global recession precipitated by the COVID-19 pandemic.
Organic growth in 2022 eased for the five biggest legacy agency holding companies—WPP, Publicis Groupe, Omnicom Group, Interpublic Group of Cos. and Dentsu Group—following a surge in 2021.
Organic growth for the five firms averaged 7.5% worldwide and 7.6% in the U.S. in 2022.
The average of 2023 worldwide organic growth forecasts for the five companies comes in at 3% to 4.6%, with comparatively little variance among the companies.
2022 U.S. agency growth by discipline based on agencies broken out in Ad Age Agency Report 2023 and Ad Age Datacenter estimates of discipline growth for major agency holding companies. U.S. revenue for agencies from all disciplines increased by 9.9% in 2022.
Subscribe to Ad Age Datacenter to get expanded data on who’s growing, who’s slowing and where the industry is going.
Datacenter subscribers get unlimited access to three powerful, proprietary annual reports:
Expanded tables and rankings (downloadable in Excel)
Database (profiles, brands, agency rosters, executives, spending)
Expanded tables and rankings (downloadable in Excel)
Database (profiles, agency rosters, executives, spending)
Expanded agency listings (downloadable in Excel)
Database (companies, networks, agencies)
Already a Datacenter subscriber? Log in
Questions? Email [email protected]
