Research Guides: Advertising: Ad Expenditures

Ad Spending By Brand/Company or Product

Super Bowl Ad Center
iSpt.tv's report on Super Bowl advertising includes videos of the commercials as well as various metrics. Site also includes archival information on past Super Bowl advertising.

Though much of the data on this website is behind a paywall (available to members only), some valuable data is free. Examples of free data are listed below:

TV AD Analytics Report Library
Reports on top advertisers by major industries as well as top advertisers of the week, top Superbowl advertisers and most engaging ads of the week.

WARC
Unique marketing information: case studies that reveal campaign strategies of leading brands; articles and best practice guides that explain the how and why of marketing challenges; market intelligence, including ad forecasts, brand profiles, conference reports and other material on top advertisers, brands and agencies; and industry news.

Page Intro

Information on advertising spending can be found throughout this guide. This page is an attempt to consolidate some of that information. Please also check the Media Sources tab and sub-tabs for medium-specific sources.

Winmo
Profiles 13,500 U.S. and international advertising agencies. Information on 24,000 U.S. and international companies whose annual advertising spending is more than $200,000.

Ad Spending By Medium

eMarketer
Provides current and forecast U.S. and international ad spending data by medium, company and a number of other criteria.

Historical U.S. Advertising Expenditure Data
This site offers a lot of data on historical ad spending. Much of the data are taken from the data published by Robert Coen of Magna at McCann Erickson (who compiled and published these data for decades).

WARC
Unique marketing information: case studies that reveal campaign strategies of leading brands; articles and best practice guides that explain the how and why of marketing challenges; market intelligence, including ad forecasts, brand profiles, conference reports and other material on top advertisers, brands and agencies; and industry news.

Ad Spending Forecasts

While numerous organizations forecast advertising spending, three of the most well-known are:

MagnaGlobal
A search on the news databases (Factiva, Nexis Uni, Business Source Complete, etc.) using the name of the organization in the search and combined with forecasts and advertising will yield summary information as reported in articles or press releases.

Two other organizations that forecast ad spending are:

GroupM - GroupM typically has ad spending forecast information on their website. For more information, use the news databases (Factiva, etc.) or the Internet to search for summaries of their reports.

Zenith - Zenith charges for their full reports, but their website contains fairly detailed report summaries.

Also use:

WARC
Unique marketing information: case studies that reveal campaign strategies of leading brands; articles and best practice guides that explain the how and why of marketing challenges; market intelligence, including ad forecasts, brand profiles, conference reports and other material on top advertisers, brands and agencies; and industry news.