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30.11.2009

AdAge представило топ-100 крупнейших рекламодателей в 2009 году

Издание Ad Age подготовило отчет Global Marketers '09, где были определены 100 крупнейших рекламодателей мира по маркетинговым расходам в 2008 году.

Первая пятерка списка осталась без изменений: возглавляет список Procter & Gamble Co. медиа-расходы которой составили 9,73 миллиарда долларов, следом идут Unilever, L'Oreal, GM и Toyota.

Из наиболее заметных изменений в рейтинге: рокировка Coca-Cola и Ford Motor, а также улучшение показателей компании Reckitt Benckiser, переместишейся с 11-го на 9-е место.

В целом аналитики AdAge отмечают тенденцию к перераспределению бюджетов рекламодателей в сторону неамериканских рынков, доля которых составила в этом году 62% расходов компаний из списка.

TOP 100 GLOBAL MARKETERS
RANKED BY WORLDWIDE MEASURED MEDIA SPENDING IN 2008. FIGURES ARE MILLIONS OF U.S. DOLLARS AND ARE AD AGE DATACENTER ESTIMATES.
This ranking is part of Ad Age DataCenter's Global Marketers 2009 report. The report includes profiles of Global 100 spending by region (companies are linked to profiles), rankings of the top 10 marketers by country, totals for the group and for the world and extensive source links. U.S. measured media from TNS Media Intelligence. Pfizer ad spending includes Wyeth (acquired Oct. 15, 2009). Merck & Co. spending includes Schering-Plough Corp. (acquired Nov. 3, 2009) and spending for a Merck/Schering joint venture that existed before the merger.
Primary sources of data by country include TNS Media Intelligence / Kantar Media; Nielsen Co.; Ibope (Latin America); AGB Nielsen Media Research; Pan Arab Research Center; Steadman Group (East Africa; part of Synovate); Sigma Conseil (North and Western Africa) and Ifat (Israel). And more.
RANK WORLDWIDE MEDIA SPENDINGU.S. MEDIA SPENDINGSPENDING IN MAJOR REGIONS IN 2008
20082007ADVERTISERHEADQUARTERS20082007% CHG20082007% CHGASIAEUROPELATIN AMERICA
1 1 Procter & Gamble Co.
 Cincinnati $9,731 $9,732 -0.0 $3,367 $3,584 -6.0 $1,931 $3,550 $303
2 2 Unilever
 Rotterdam/London 5,717 5,614 1.8 752 863 -12.8 1,367 2,542 562
3 3 L'Oreal
 Clichy, France 4,040 3,645 10.8 798 784 1.7 529 2,462 102
4 4 General Motors Co.
 Detroit 3,674 3,485 5.4 2,232 2,005 11.3 163 969 131
5 5 Toyota Motor Corp.
 Toyota City, Japan 3,203 3,308 -3.2 1,022 1,063 -3.8 1,237 750 71
6 8 Coca-Cola Co.
 Atlanta 2,673 2,356 13.5 442 396 11.6 677 1,241 173
7 7 Johnson & Johnson
 New Brunswick, N.J. 2,601 2,489 4.5 1,420 1,406 1.0 301 699 58
8 6 Ford Motor Co.
 Dearborn, Mich. 2,448 2,846 -14.0 1,012 1,496 -32.3 108 1,029 167
9 11 Reckitt Benckiser
 Slough, Berkshire, U.K. 2,369 2,096 13.0 544 469 16.0 202 1,377 106
10 9 Nestle
 Vevey, Switzerland 2,314 2,291 1.0 618 683 -9.6 230 1,233 133
11 12 Volkswagen
 Wolfsburg, Germany 2,309 2,000 15.4 285 195 46.0 129 1,709 118
12 10 Honda Motor Co.
 Tokyo 2,220 2,121 4.6 831 844 -1.5 1,024 269 37
13 15 Mars Inc.
 McLean, Va. 1,998 1,903 5.0 583 557 4.7 272 1,011 33
14 19 McDonald's Corp.
 Oak Brook, Ill. 1,968 1,840 6.9 815 797 2.2 331 692 45
15 14 Sony Corp.
 Tokyo 1,851 1,915 -3.3 837 992 -15.7 220 677 41
16 17 GlaxoSmithKline
 Brentford, Middlesex, U.K. 1,831 1,890 -3.2 1,025 1,155 -11.3 144 526 70
17 20 Deutsche Telekom
 Bonn, Germany 1,812 1,682 7.7 578 620 -6.7 0 1,226 7
18 18 Kraft Foods
 Northfield, Ill. 1,792 1,841 -2.7 837 985 -15.0 61 755 65
19 16 Nissan Motor Co.
 Tokyo 1,716 1,900 -9.7 808 959 -15.7 429 350 48
20 21 Walt Disney Co.
 Burbank, Calif. 1,586 1,619 -2.0 1,258 1,329 -5.4 22 262 5
21 24 Danone Groupe
 Paris 1,581 1,452 8.9 152 100 52.1 84 1,100 171
22 27 General Electric Co.
 Fairfield, Conn. 1,548 1,323 16.9 1,191 1,006 18.4 34 285 1
23 13 Time Warner
 New York 1,533 1,951 -21.4 1,303 1,645 -20.8 9 188 11
24 25 PSA Peugeot Citroen
 Paris 1,513 1,422 6.4 0 0 -50.0 60 1,359 87
25 22 Pfizer
 New York 1,512 1,532 -1.3 1,151 1,188 -3.1 106 156 52
26 28 Yum Brands
 Louisville, Ky. 1,413 1,249 13.1 791 737 7.4 432 67 23
27 23 PepsiCo
 Purchase, N.Y. 1,390 1,505 -7.6 776 886 -12.3 199 169 110
28 29 Maxingvest
 Hamburg, Germany 1,380 1,222 12.9 120 110 9.6 142 1,037 36
29 37 Panasonic Corp.
 Osaka, Japan 1,293 1,027 26.0 42 61 -30.7 1,094 145 2
30 35 Ferrero
 Pino Torinese, Italy 1,256 1,048 19.9 35 30 17.2 32 1,126 21
31 31 Metro Group
 Duesseldorf 1,243 1,114 11.6 0 0 ERR 2 1,232 3
32 30 News Corp.
 New York 1,237 1,188 4.2 910 889 2.3 39 252 12
33 32 Henkel
 Duesseldorf 1,225 1,109 10.5 41 66 -38.0 53 1,109 9
34 39 Renault
 Boulogne-Billancourt, France 1,225 990 23.7 0 0 0.0 25 1,141 49
35 53 Walmart Stores
 Bentonville, Ark. 1,099 717 53.2 865 534 62.0 0 141 45
36 38 Colgate-Palmolive Co.
 New York 1,052 1,009 4.2 152 136 12.0 346 304 223
37 34 Kellogg Co.
 Battle Creek, Mich. 1,044 1,076 -2.9 525 558 -5.9 36 377 49
38 36 Hyundai Motor Co.
 Seoul 993 1,038 -4.4 349 460 -24.2 212 211 94
39 43 SC Johnson
 Racine, Wis. 985 867 13.6 524 413 26.9 63 272 81
40 40 Viacom
 New York 984 959 2.6 755 739 2.2 33 155 12
41 41 Vodafone
 Newberry, U.K. 975 947 2.9 0 0 83.3 55 813 0
42 26 Chrysler Group
 Auburn Hills, Mich. 960 1,406 -31.7 748 1,152 -35.1 17 137 23
43 46 Anheuser-Busch InBev
 Leuven, Belgium/St. Louis 935 811 15.2 579 496 16.7 0 166 154
44 33 Merck & Co.
 Whitehouse Station, N.J. 933 1,084 -13.9 841 995 -15.4 31 29 17
45 52 Samsung Group
 Seoul 928 729 27.2 181 127 42.8 269 393 32
46 47 Daimler
 Stuttgart, Germany 924 790 17.0 281 201 39.7 57 558 1
47 44 Vivendi Group
 Paris 868 831 4.4 69 53 30.6 23 768 1
48 42 Sears Holdings Corp.
 Hoffman Estates, Ill. 863 887 -2.8 736 755 -2.5 38 0 48
49 45 Bayer
 Leverkusen, Germany 849 823 3.2 454 471 -3.7 23 313 51
50 54 General Mills
 Minneapolis 846 706 19.9 793 654 21.2 12 14 3
51 51 Kao Corp.
 Tokyo 789 733 7.6 140 150 -6.7 611 32 0
52 58 Fiat
 Turin, Italy 770 646 19.2 6 4 30.7 7 620 135
53 66 Nintendo Co.
 Kyoto, Japan 755 565 33.7 105 111 -5.3 269 372 0
54 48 Telefonica
 Madrid 742 745 -0.5 1 1 -19.0 0 600 141
55 71 Aldi Group (Albrecht)
 Essen, Germany 719 523 37.5 13 4 227.0 4 702 0
56 50 Mitsubishi Motors Corp.
 Tokyo 710 739 -3.9 84 156 -46.0 489 71 46
57 56 SABMiller
 London 686 675 1.6 420 417 0.7 1 173 17
58 49 Canon
 Tokyo 668 743 -10.1 98 140 -29.9 508 52 1
59 63 Campbell Soup Co.
 Camden, N.J. 644 607 6.0 578 545 6.1 21 34 0
60 65 Kia Motors Corp.
 Seoul 643 565 13.8 224 169 32.6 86 242 49
61 61 Mazda Motor Corp.
 Hiroshima, Japan 633 618 2.4 246 230 6.9 187 174 1
62 64 LVMH Moet Hennessy Louis Vuitton
 Paris 627 597 5.1 234 240 -2.4 76 311 1
63 59 BMW
 Munich, Germany 619 636 -2.7 128 146 -12.2 21 429 1
64 57 Suzuki Motor Co.
 Hamamatsu, Japan 615 653 -5.7 85 113 -24.7 263 210 18
65 82 Carrefour
 Levallois-Perret Cedex, France 607 446 36.2 0 0 ERR 21 523 58
66 68 Microsoft Corp.
 Redmond, Wash. 575 549 4.8 353 336 4.9 9 204 0
67 69 Novartis
 Basel, Switzerland 572 541 5.7 284 276 2.9 14 247 16
68 73 LG Group
 Seoul 553 502 10.1 66 83 -20.1 261 173 20
69 55 Dell
 Round Rock, Texas 547 691 -20.9 382 496 -23.0 21 113 19
70 70 Mattel
 El Segundo, Calif. 525 539 -2.7 216 220 -1.5 13 212 74
71 60 Citigroup
 New York 518 628 -17.5 373 451 -17.4 45 77 22
72 85 Bristol-Myers Squibb Co.
 New York 517 436 18.4 433 365 18.6 65 1 18
73 78 Sharp Corp.
 Tokyo 504 456 10.4 72 85 -15.1 416 4 0
74 83 Apple
 Cupertino, Calif. 503 445 13.1 324 298 8.8 13 138 0
75 81 ING Group
 Amsterdam 494 446 10.7 120 91 32.1 17 346 2
76 67 Visa
 San Francisco 484 554 -12.6 320 384 -16.9 50 48 47
77 74 Clorox Co.
 Oakland, Calif. 476 497 -4.2 441 462 -4.7 10 3 16
78 90 Burger King Holdings
 Miami 465 402 15.5 327 274 19.0 0 129 0
79 77 Ikea International
 Delft 447 468 -4.4 91 94 -3.9 13 318 0
80 75 Nokia Corp.
 Espoo, Finland 446 494 -9.7 10 12 -17.3 127 240 16
81 89 Doctor's Associates
 Milford, Conn. 443 421 5.2 376 361 4.3 23 17 0
82 80 Boehringer Ingelheim
 Ingelheim, Germany 441 448 -1.6 285 301 -5.5 6 125 23
83 87 Cadbury
 London 439 432 1.5 138 119 15.7 59 158 53
84 86 Fuji Heavy Industries
 Tokyo 439 434 1.1 150 153 -1.9 220 46 13
85 76 Coty (Jab Investments)
 New York (Ludwigshafen, Germany) 432 480 -10.0 189 213 -11.3 9 227 0
86 92 Eli Lilly & Co.
 Indianapolis 432 353 22.4 424 344 23.0 1 0 4
87 79 Kimberly-Clark Corp.
 Irving, Texas 414 449 -7.8 226 255 -11.5 53 48 70
88 62 Hewlett-Packard Co.
 Palo Alto, Calif. 410 614 -33.3 223 389 -42.5 48 106 13
89 84 MasterCard
 Purchase, N.Y. 390 445 -12.2 264 302 -12.6 21 61 26
90 72 American Express Co.
 New York 388 513 -24.3 346 469 -26.2 17 10 1
91 88 Heineken
 Amsterdam 367 426 -13.8 140 169 -17.0 6 221 0
92 94 Shiseido Co.
 Tokyo 366 330 11.1 10 8 28.4 333 23 0
93 97 Ahold
 Amersterdam 364 317 14.6 40 42 -4.9 2 322 0
94 91 Diageo
 London 358 396 -9.5 161 173 -6.9 25 140 12
95 96 Pernod Ricard
 Paris 336 318 5.5 79 88 -10.5 61 187 1
96 98 Avon Products
 New York 333 307 8.4 86 110 -21.8 63 109 72
97 95 Hasbro
 Pawtucket, R.I. 327 320 1.9 151 170 -11.2 8 140 13
98 107 HSBC Holdings
 London 320 267 20.1 83 56 48.6 54 96 65
99 93 Sanofi-Aventis
 Paris 320 335 -4.5 207 241 -14.2 2 75 31
100 130 Abbott Laboratories
 Abbott Park, Ill. 316 212 49.1 268 174 54.3 42 0 5