Digital Gabe
Cutting Edge Commentary On All Things Media

Spending Habits Of The Top 200

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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

 

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