Despite articles about the poor economy and lowered spending rates, the U.S. top 200 brands spent $50.2 billion on advertising in 2012!
At the top of the list is AT&T which accounted for more than one percent of the 2012 U.S. spending, including TV, radio, outdoor, print, and Internet. And, if the company’s $1.59 billion spending is too big a number to easily grasp – try looking at it this way: the company spent $5.05 for every individual in the U.S.!
AT&T was the top spender in the telecommunications industry. Other industry leaders include auto manufacturer Chevrolet, retailer Macy’s, and insurance company Geico.
The top 10 U.S. spenders include:
- AT&T – $1.59 billion
- Verizon – $1.43 billion
- Chevrolet – $958 million
- McDonald’s – $957 million
- Geico – $921 million
- Toyota – $879 million
- Ford – $857 million
- T-Mobile – $773 million
- Macy’s – $762 million
- Walmart – $690 million
Group Activities and Discussion Questions:
- Poll students: Which companies do they think spend the most on advertising? How much do they spend?
- Discuss the different components that make up an integrated campaign: TV, radio, print, Internet, outdoor, etc.
- How can companies make efficient use of media spending budgets?
- How can smaller companies with limited financial resources compete with these large corporations?
Source: Ad Age Daily, 7/8/13