Media and entertainment companies are increasing their digital ad spend at a greater rate than other verticals as revenues surge in the music and film industries and digital video and gaming platforms try to outcompete one another.
Digital advertising confounded the conditions of the past year or so and will attract more than three-quarters of total media ad spending in 2021—£19.23 billion ($24.66 billion). Video has been the biggest driver of digital spend during this time.
Kantar’s list is for total media ad spending, which is broader and more encompassing than just digital ad spending. We expect telecom advertisers to increase their 2019 budgets as they promote new lines of mobile products.
In 2018, P&G was the largest US ad spender, according to Kantar Media, as the CPG conglomerate racked up $2.88 billion in total media ad spend. The only other CPG firm to rank in Kantar’s top 10 was L’Oréal, which came in at No. 9. (It’s worth noting that these Kantar figures are for total media ad spend.