Which among the following is the largest group of national advertisers in the United States?

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Datacenter

The top 200 U.S. advertisers last year cut spending 6.2%. But marketing budgets are rising amid a resurgent economy

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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Datacenter

Ad Age Datacenter's rankings of the largest U.S. and global advertisers and agencies. Updated: U.S. advertiser rankings

Published on June 27, 2022.

A quick take on the biggest advertisers, brands and agencies. Amazon, Comcast Corp. and Procter & Gamble Co. top Ad Age Datacenter’s rankings of the largest U.S. advertisers. Want to dig deeper? Click on the links below.

U.S. advertisers

Ad Age's roster of the Leading National Advertisers in 2021 scored the second-biggest spending gain on record, an extraordinary turnaround from the pandemic plunge in 2020. The top 200 U.S. advertisers increased ad and marketing services spending in 2021 by 19.7% to a record $196 billion. The top 100—the true blue chips of brands and budgets—boosted spending 19.5%. That’s just below the 20.0% growth for the top 100 seen in 1976, which was the fastest growth since Ad Age began producing its annual marketers report in 1956.

10 biggest U.S. advertisers

By estimated 2021 total U.S. ad spending. Dollars in billions.
See expanded rankings and analysis.

Ad Age Leading National Advertisers 2022

See ad spending, rankings and analysis for the biggest marketers and brands

Most-advertised brands

Ad Age Datacenter ranked Geico as the nation’s most-advertised brand in 2021 with measured-media spending of $1.45 billion. Amazon came in second place in 2021 after taking the top spot in 2020.

10 most-advertised brands in U.S.

By 2021 U.S. measured-media ad spending.
See expanded rankings and analysis.

Global advertisers

Spending for the world's top 100 advertisers fell 7.1% in 2020 amid the global pandemic and recession. That was the second-sharpest decline in the 35 years that Ad Age has produced its global report on marketers. The sharpest spending decline for the top 100 came during the Great Recession in 2009 (-8.7%).

10 biggest worldwide advertisers

By estimated 2020 total ad spending. Dollars in billions.
See expanded rankings and analysis.

Agency companies and networks

Organic growth for the five biggest legacy agency holding companies—WPP, Omnicom, Publicis, Interpublic and Dentsu—surged in 2021 as the ad market recovered following a sharp drop in 2020. Organic growth for those five major agency companies jumped in 2021 by an average of 9.6% in the U.S. and 11.5% worldwide. Organic growth strips out acquisitions, divestitures and the effects of exchange rates.

The rebound in 2021 means all five companies except for Omnicom had fully recovered from a 2020 worldwide decline in business based on positive worldwide two-year compound organic growth for 2020-2021 vs. pre-pandemic 2019. The average of 2022 worldwide organic growth forecasts for the five companies came in at about 5%, with comparatively little variance among the companies.

Digital-centric consultancies led by Accenture Interactive (rebranded as Accenture Song in April 2022) top Ad Age Datacenter's ranking of the largest agency networks.

10 biggest agency companies and 10 biggest agency networks

By 2021 worldwide revenue. Dollars in billions. Click arrow to toggle between charts.
See expanded rankings and analysis.

See Ad Age Datacenter Agency Report 2022

The agency business rebounded with a surge in revenue and hiring. But caution signs are ahead.

Agency ventures

U.S. revenue for agencies from all disciplines jumped by 13.5% in 2021, the fastest growth since 2000. The 2021 rebound followed a 6.8% drop in 2020, which was the second-biggest drop since Ad Age began publishing the Agency Report in 1945. The sharpest decline (-7.5%) came in 2009 amid the Great Recession.

Biggest agency ventures by category

By 2021 revenue. Click arrow to toggle between charts.
See expanded rankings and analysis.

Dig deeper

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:

Ad Age Leading National Advertisers

Expanded tables and rankings (downloadable in Excel)
Database (profiles, brands, agency rosters, executives, spending)

Ad Age World’s Largest Advertisers

Expanded tables and rankings (downloadable in Excel)
Database (profiles, agency rosters, executives, spending)

Ad Age Agency Report

Expanded tables and rankings (downloadable in Excel)
Database (companies, networks, agencies)

Subscribe now

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