Overall ad spending in the US was down year-over-year in Q1 2017, with out-of-home (+1%) the only media type to buck the trend, according to a recent study from Kantar Media [download page]. Print was hardest hit (-9%), while radio and TV also saw modest declines.

The report details the top-spending advertisers and market categories in the US.

Once again, P&G was the top-spending advertiser in the US, also leading all other advertisers in spending in China. Rounding out the top 5 in the US were: Berkshire Hathaway; GM; Comcast; and AT&T. Berkshire’s spot seems to explain why YouGov data shows Geico consistently on top in terms of ad awareness in the US

Overall, the top 10 advertisers accounted for 11.7% of total adverting expenditures during the first quarter. By comparison, China’s 10 largest advertisers represented 17.3% of total spend, while Russia’s top 10 accounted for 18.9% of all ad spending during the quarter.

Within the US, the Retail category was the largest spender, at 13% of total expenditures. It was followed by Automotive (10.4%), Financial (10.3%), Pharmaceutical Products/Medicine (9.8%) and Travel & Tourism (9.3%).

Interestingly, the top-advertising verticals in China were quite different. Pharma blew away the rest, accounting for almost one-fifth (19.3%) of ad spending. Food (13.2%) was next, ahead of Beverages & Alcohols (10.3%), Hygiene & Beauty Care (9.2%) and Media, Books, CD&DVD (5.5%).

The report is available for download here [download page].


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