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11 Jan 2016 08:18 |
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What You Need to Know About the Global Ad Market
Global 100 rises 3.9%. Measured media spending traditional media and some forms of internet advertising increased 3.9% to $131.4 billion in 2013 for the 100 biggest global marketers, according to Ad Age DataCenter's analysis. That tracks with ZenithOptimedia's estimate that nike air max 2016 black and blue 2013 worldwide major media spending increased 3.9%.
Ad budgets saw both double digit gains and drops. Twenty members of the Global 100 scored double digit increases in Nike [url=http://www.airmax2016.top/nike-free-shoes-women-c-3/nike-free-30-v4-c-3_10/nike-free-30-v4-bluish-green-reflective-silver-womens-on-ebay-p-25.html]nike free run green women Air Max 2016[/url] measured spending; 15 had double digit decreases.
Personal care cleans up. It ranked as the biggest advertiser category in 2013, with 12 marketers including the world's top three spenders, Procter Gamble Co., Unilever and L'Oral accounting for nearly one fourth of Global 100 spending. Ad spending on personal care rose 7.6% in 2013, the fastest growth among major categories.
Automakers make up one fifth of the Global 100. Automotive ranked as the No. 2 category, with 19 automakers driving 20.8% of Global 100 spending.
Red Bull is bullish on China. The energy drink was the Global 100's most China centric advertiser, with 38.0% of its measured spending in China (reflecting spending by Red Bull's Chinese distributor, Reignwood Group). Other marketers with more than one fourth of their measured media in China: fast food seller Yum Brands (KFC), at 35.5%; Este Lauder Cos., at 29.2%; and food marketer Mars Inc., at 25.9%.
Why some billion dollar spenders don't make the ranking. The Global 100, produced annually by Ad Age since 1986, is meant to capture multinational, multiregion advertisers defined as marketers with measured media ad spending in at least three major regions. There are seven companies with 2013 worldwide measured media advertising greater than $1 billion that aren't in the ranking because their measured spending was confined to fewer than three regions.
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