Ad Age have published the results of their 22nd-annual top 100 global marketers ranking. The Top100 is collated from media lists covering 86 countries provided by monitoring services such as Nielsen and TNS. Rankings provided by country listed as many as 500 advertisers to as few as 10. In all cases, the Ad Age DataCenter aggregated spending by parent company. For example, ASDA spending in the UK is attributed to Wal-Mart Stores for the Top 100 ranking. Data reported by brand were similarly summed by parent advertiser (for example Wrigley is included in Marsfor). Media lists per country were by gross ad rates. Advertising Age adjusted some markets’ gross media expenditures to reflect a market’s global media volume among all countries. A Top 100 marketer had to have reported media spending this year on at least three continents to qualify as “global”regardless of headquarters.
This year’s list sees General Motors drop to No. 4, behind perennial leaders Procter & Gamble Co. and Unilever, as well as newly elevated L’Oréal. In 2007, General Motors was the only one of the top 10 to cut ad spending by 0.9% to $3.3 billion. Just 21 of the Top 100 spent less in 2007 than in the previous year. The Top 100 as a whole spent $107.64 billion on measured media, an increase of 8% from 2006. US spending was down 0.1% to $46.61 billion. (The high growth rate for spending outside the US was partly due to appreciation of foreign currencies against the downtrodden dollar; the Euro, for instance, was up 9.3% in 2007.) The Top 100 spent 43.3% of their measured-media budgets in the US in 2007. In part, that reflects that the US is the home market for 48 of the Top 100, up from 46 last year. Another 14 companies in the ranking are based in Japan, followed by Germany (10), France (9), the UK (6) and Korea (4).
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