Spending Habits Of The Top 200
Once again Neustar and AdAge have teamed up to produce their annual Fact Pack of the Top 200 Media Spenders in the US. This report tallies account-level spending as well as macro industry trends. To save you from reading the entire 36 page report here’s a quick skim of the top observations from this year’s report, as compiled by AdAge. There are some pretty interesting nuggets in this data. Enjoy!
- The Top 200 national advertisers only grew their US ad spending by 1% over 2017 to $155B, which is the smallest growth since the recovery from the Great Recession began in 2009-2010
- The eleven digital publishers on the Top 200 list grew their combined ad spend by 24% YoY, which offset the other 189 accounts who decreased their ad spending by .4%
- 111 of the Top 200 accounts increased their spending over 2017, while 89 decreased their spends
- Traditional Media spending by the Top 200 was down 5% vs. 2017
- LendingTree was the biggest % gainer at +69%, and Sears was the biggest decliner at -39%
- Amazon was the #4 advertiser in the US during 2017 with $3.4B in spending – that’s up from #8 in 2017 and #70 all the way back in 2010
- Auto had the worst YoY category drop at -7.3% YoY, followed by Food at -3.4% YoY
- The Top 200’s $155B represented half of all the ad spending in the US during 2017