PDF MARKETING FACT PACK 2018
$1T 2018 worldwide media and marketing spending, topping trillion mark
38 percent Internet's projected share of U.S. ad spending in 2018, bigger than TV
MARKETING FACT PACK 2018
198,500 U.S. ad agency employment, lowest level in two years
$1,354 U.S. media and marketing spending per person in 2018
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What Will You Do to Get Closer to Your Customers in 2018?
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The Big List4
10 key stats
Procter & Gamble is world's biggest advertiser. Comcast is top U.S. spender
Marketers6
Ad spending: Forecasts through 2020
U.S. and worldwide media spending growth
U.S. market leaders
Ad spending and share figures
Biggest advertisers
In the U.S. and worldwide
Ad spending: 2018 breakouts
U.S. and worldwide media and marketing-services spending
Media16
Share of U.S. ad spending by medium
Including mobile's share of internet ad spending
Biggest TV networks and programs
Ad spending and audience ratings
Cost for a 30-second commercial
Football is priciest spot for ads
Digital media platforms and properties
Share of digital media time by platform. Unique visitors for top properties
Agencies24
World's largest agency companies and networks
WPP is biggest company. Accenture Interactive tops the network chart
U.S. agency growth rates
Revenue for U.S. agencies from all disciplines grew 4.4 percent in 2016
Biggest agency ventures by category
Companies, networks and agencies
Digital's share of agency revenue
Digital accounted for nearly 47 percent of agencies' 2016 U.S. revenue
Consumers28
Population and consumer con idence
Demographics and consumer sentiment
How consumers watch TV
Binge watching. Multitasking. Cord cutters
Jobs34
U.S. ad agency and internet media employment
Ad agency staffing is at a two-year low
Media employment
Internet media's share of media jobs has more than tripled since 2007
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World's Largest Advertisers Rankings. Database (profiles, agency rosters, executives, spending) globalmarketers2017
Leading National Advertisers Rankings. Database (profiles, brands, agency rosters, executives, spending) lna2017 marketertrees2017
Agency Report Rankings. Database (companies, networks, agencies) agencyreport2017 agencyfamilytrees2017
Marketing Fact Pack 2018
Produced by Ad Age Datacenter. Published December 18, 2017 datacenter
Staff Datacenter directors: Bradley Johnson, Kevin Brown Senior research editor: Catherine Wolf Senior art director: Jennifer Chiu Datacenter@
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Important to Important People
3
Marketing Fact Pack 2018
THE BIG LIST
10 key stats on the world of marketers, media and agencies
1. Procter & Gamble Co.
$10.5 BILLION World's biggest advertiser
Ad and marketing spending in year ended June 2017
2. Comcast Corp.
$5.6 BILLION Nation's biggest advertiser
2016 U.S. ad, marketing and promotion spending
3. Billion dollar spenders
Marketers with 2016 worldwide
98ad spending of at least $1 billion
5. Media spending
$558 BILLION 2018 world forecast
+4.3 PERCENT
$204 BILLION 2018 U.S. forecast
+3.3 PERCENT
4. Geico
$1.4 BILLION Most-advertised U.S. brand
2016 measured-media spending
6. Internet ad spending
$203 BILLION 2018 world forecast
+11.3 PERCENT
$78 BILLION 2018 U.S. forecast
+13.1 PERCENT
7. Google
247 MILLION Biggest U.S. digital media property
Unique visitors in October 2017 (all Google sites)
8. TV
Time spent watching TV in 2016,
2.5 HOURS A DAY Americans age 15+
9. WPP
$19.4 BILLION World's biggest agency company
2016 revenue
10. Accenture Interactive
$4.4 BILLION World's biggest agency network
2016 revenue
Source: Ad Age Datacenter.
4
Ad AgeDecember 18, 2017
"Our ability to reach
consumers is intimate and
therefore a privilege."
DENISE KARKOS CMO TD Ameritrade
WHAT WILL YOU DO TO GET CLOSER TO YOUR CUSTOMERS IN 2018?
"At TD Ameritrade, we strive to deliver a "high tech, right touch" client approach across all channels. The only way to truly do this well is to build the right CRM strategy, systems and processes. This is no small feat and we're early in our journey, but we are driven to keep up with the benefits that technology provides. If we can tackle the operational pieces, then we believe it's a dream playground for today's marketer. Because that's where the art of our craft comes in. We invest a tremendous amount in research to ensure we stay close to consumer sentiment as it evolves. We understand our role in a consumer's life and must respect when and how we show up. Our ability to reach consumers is intimate and therefore a privilege. We want to earn trust by communicating one to one and with heightened relevance."
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