Have you ever wondered how much leading brands actually invest in advertising?
Even if your company’s marketing budget feels substantial, it likely doesn’t compare to the billions poured in each year by America’s biggest corporations. While some of the top spenders are expected, a few names on the list may surprise you.
Here, we’ll review the ten largest advertising spenders in the United States. The figures were released in June 2018, covering spending for the year 2017.
10. Samsung Electronics – $2.41 billion
Samsung is a globally recognized brand, producing smartphones, televisions, and a wide range of electronics. You may even be reading this on a Samsung device.
The company allocated $2.41 billion in the U.S. alone, much of it backing their #DoWhatYouCant campaign, created to promote the Galaxy S8.
Beyond the U.S., Samsung’s ads gained traction internationally as well, with one campaign in India ranking as one of YouTube’s most-watched ads. Their commercials also earned recognition for creativity, such as the award-winning “Ostrich” ad, where a bird learns to fly through a VR flight simulation.
Although Samsung is based in South Korea, it still secured a spot among the top ten advertisers in the U.S., placing just behind Alphabet.
9. Alphabet, Inc. – $2.41 billion
Not familiar with Alphabet? You’re not alone—many people aren’t.
Alphabet was created in 2015 after the restructuring of one of the world’s most recognized brands. Before the change, the company was simply known as Google—the same Google you likely use every day.
While most know Google as the largest ad platform globally, fewer realize the company itself spends billions on advertising across different media. A large portion of this budget went toward television commercials promoting Google Search, the Pixel smartphone, Google Play, and YouTube.
Alphabet also invests in advertising for its business tools, including Google Cloud and G Suite. Altogether, Alphabet ranks as one of only two internet-focused companies on this list.
8. Charter Communications – $2.42 billion
Charter Communications operates under the Spectrum brand name.
As the second-largest cable provider after Comcast (who we’ll cover shortly), Charter grew further through acquisitions of Bright House Networks and Time Warner Cable.
Much of its ad spending went into promoting and rebranding Spectrum in regions already familiar with the acquired companies. Despite this significant investment, Charter still trails far behind industry giants AT&T and Comcast in advertising expenditures.
7. Ford Motor Company – $2.45 billion
Founded in 1903 by Henry Ford, this iconic automaker continues to invest heavily in advertising.In addition to its flagship Ford vehicles, the company also owns the luxury brand Lincoln. Both are promoted extensively across multiple channels, including television, print magazines, online banners, and other forms of media.
In 2017, Ford even tied into pop culture with a campaign connected to Guardians of the Galaxy, titled “Be the Guardian of Your Galaxy,” giving the brand a creative boost in visibility.
6. Verizon Communications – $2.64 billion
Verizon, the telecom giant that many rely on for their mobile service, holds the sixth spot on the list.
Telecom companies appear frequently among the top advertisers, and while Verizon ranks sixth overall, it actually comes in third place for television ad spending.
Competing directly with other big players like AT&T and Sprint, Verizon dedicates billions to maintain its edge in such a fiercely competitive sector. However, 2017 wasn’t without challenges— the company experienced a major setback in customer confidence after a data exposure incident left six million users’ information vulnerable due to human error.
5. General Motors – $3.24 billion
Jumping up nearly 20% from sixth place, General Motors holds the fifth spot as the largest advertiser in the U.S.
As the nation’s biggest automaker, GM spends the equivalent of about $10 per American on advertising. The company oversees several well-known brands, including Chevrolet, Cadillac, Buick, and GMC—each requiring its own campaigns running simultaneously.
One standout was the “Unbranded” commercial for the Chevy Malibu, which earned the first-ever Nielsen Automotive Tech Ad of the Year award. The clever ad removed the Chevrolet logo, leading viewers to believe the car belonged to a luxury brand, only to reveal the Chevy badge at the end.
4. Amazon – $3.38 billion
Alongside Alphabet, Amazon is the only other tech powerhouse to appear in the top ten spenders.
Its massive budget makes sense, especially considering the surge in advertising during the holiday season. Interestingly, while Amazon dominates this list, major competitors like Walmart, Costco, Kroger, and Target are nowhere to be found.
Though the website itself needs little promotion, Amazon still runs campaigns for its growing lineup of services and devices—such as Prime Video and the Echo. They also heavily advertise during high-traffic shopping events like Black Friday and Prime Day, ensuring their presence remains front and center with consumers.
3. AT&T – $3.52 billion
The telecom sector is one of the fiercest advertising battlegrounds, and AT&T is a prime example. The company invests billions in promoting its phone, internet, and cable services.
A significant portion of this budget goes toward television commercials, though AT&T also channels funds into print and digital campaigns. They don’t shy away from premium ad slots either—2017 saw the brand airing spots during the Master’s Tournament.
That same year, AT&T partnered with actor Mark Wahlberg in a series of commercials, a collaboration reportedly worth around $10 million.
2. Procter & Gamble – $4.39 billion
Marketers may instantly recognize Procter & Gamble, but the average consumer might not realize how many products fall under its umbrella.
P&G controls more than 60 well-known household and personal care brands, including Pampers, Tide, Charmin, Gillette, Febreze, Crest, and Dawn. This enormous portfolio explains why their ad budget dwarfs most competitors.
While the company invests across print, broadcast, and digital media, it reduced digital ad spending by $200 million in 2017 after research showed limited effectiveness. Instead, P&G redirected those funds to channels like television, radio, and eCommerce.
The company also holds significant sponsorships, such as with the International Olympic Committee. Among its 2017 campaigns, one of the most notable was “The Talk,” a socially charged ad addressing racial issues, which went viral and drew millions of views on YouTube.
1. Comcast Corporation – $5.75 billion
Topping the list by a wide margin, Comcast outspent its nearest competitor by about 30%. This dominance stems from the sheer scale of its holdings.
Comcast owns Xfinity, with many ads highlighting the advantages of its xFi service compared to traditional WiFi. Beyond that, Comcast’s portfolio includes major media outlets like NBC, Telemundo, USA Network, and E! Entertainment.
The company also operates Universal Pictures, backing blockbuster films released in 2017 such as Get Out, The Fate of the Furious, The Mummy, Despicable Me 3, and Pitch Perfect 3.
Additionally, Comcast promotes its Universal theme parks and resorts, particularly the attractions in Orlando, Florida. With its vast range of brands, Comcast’s massive advertising budget is spread across multiple industries, from entertainment to telecommunications.
Conclusion
It’s unlikely that your business operates on the same scale as the corporations behind these billion-dollar advertising budgets. Still, there are valuable lessons to take away from how these companies allocate their spending.
Their approach to advertising reveals not only how they view their products but also the level of commitment they place on attracting and retaining customers.
By examining these strategies, you can uncover insights to refine your own marketing efforts and make smarter decisions about where and how to invest your budget.
So, after looking at the ad spends of these major players, what lessons can you apply to your own advertising strategy?
Frequently Asked Questions
Q1. Why do large companies spend so much on advertising?
Big corporations invest heavily in advertising to maintain visibility, build brand recognition, reach new customers, and stay competitive in crowded markets.
Q2. Which industry spends the most on advertising in the U.S.?
Telecommunications and consumer goods companies are among the top spenders, with tech and automotive brands also investing billions annually.
Q3. Do smaller businesses need to spend like these giants to succeed?
No. While large companies spend billions, smaller businesses can achieve success with a well-targeted strategy, focusing on cost-effective channels such as digital marketing and social media.
Q4. How do these ad budgets impact consumers?
High ad spending often leads to greater brand awareness and exposure, shaping consumer perceptions and influencing purchasing decisions.
Q5. Why are some big retailers like Walmart or Target not on the list?
While they invest in marketing, their budgets are smaller compared to companies like Amazon, Comcast, or P&G, which spread advertising across multiple products, services, or media platforms.
Q6. What lessons can small businesses learn from these advertising giants?
Small businesses can learn to diversify their ad spend, track performance, and focus on building strong brand identity, even on a modest budget.
