#1
Amazon
E-commerce & Cloud · United States · FY2024
$23.0B
per year
TV & media mix: Mostly digital & owned media; heavy TV around Prime Video, NFL and Prime Day
Reported as: 10-K 'advertising and other promotional costs'
World's Biggest Advertisers
How much the largest companies pay every year for advertising on TV and other media.
#1 Advertiser
Amazon
$23.0B / year
Combined spend of top 25
$137.8B
per year
Global ad market
~$1.1 trillion
all advertisers, all media (2025 industry forecasts)
#2
Procter & Gamble
Consumer goods · United States · FY2024
$8.8B
per year
TV & media mix: Largest TV buyer in FMCG; roughly half of measured media still linear + CTV
Reported as: 10-K advertising expense
#3
Alphabet (Google)
Technology · United States · FY2024
$8.4B
per year
TV & media mix: Brand TV for Pixel, Android and Cloud; large sponsorship & sports spend
Reported as: 10-K advertising and promotional expense
#4
Unilever
Consumer goods · United Kingdom · FY2024
$8.3B
per year
TV & media mix: About 60% digital, remainder TV and out-of-home across 190 markets
Reported as: Annual report brand & marketing investment
#5
L'Oréal
Beauty & Personal care · France · FY2024
$7.9B
per year
TV & media mix: Beauty TV and influencer-led digital; ~30%+ of sales reinvested in media
Reported as: Annual report advertising & promotion
#6
Nestlé
Food & Beverage · Switzerland · FY2024
$7.4B
per year
TV & media mix: TV remains core for coffee, pet care and confectionery brands
Reported as: Annual report marketing & administration
#7
Samsung Electronics
Technology & Electronics · South Korea · FY2024
$7.0B
per year
TV & media mix: Global TV, sports (Olympics) and product-launch campaigns
Reported as: Annual report advertising expense
#8
Comcast / NBCUniversal
Media & Telecom · United States · FY2024
$6.4B
per year
TV & media mix: Heavy cross-promotion on own TV networks plus paid linear and digital
Reported as: 10-K advertising expense
#9
Coca-Cola
Beverages · United States · FY2024
$5.0B
per year
TV & media mix: Classic TV brand-building plus World Cup / Olympic sponsorship
Reported as: 10-K advertising expense
#10
Volkswagen Group
Automotive · Germany · FY2024
$4.9B
per year
TV & media mix: TV and outdoor for model launches across VW, Audi, Porsche, Skoda
Reported as: Annual report advertising expense
#11
Toyota Motor
Automotive · Japan · FY2024
$4.6B
per year
TV & media mix: One of the biggest US national TV and sports advertisers
Reported as: Annual report advertising expense
#12
Reckitt
Consumer health · United Kingdom · FY2024
$4.2B
per year
TV & media mix: TV-led health & hygiene campaigns, growing retail media share
Reported as: Annual report brand equity investment
#13
Apple
Technology · United States · FY2024
$4.0B
per year
TV & media mix: Premium TV spots, cinema and OOH around iPhone and services launches
Reported as: Ad Age / industry estimate (not separately disclosed)
#14
Meta Platforms
Technology · United States · FY2024
$3.9B
per year
TV & media mix: TV and OOH brand campaigns for Instagram, WhatsApp and Quest
Reported as: 10-K advertising and promotional expense
#15
PepsiCo
Food & Beverage · United States · FY2024
$3.8B
per year
TV & media mix: Super Bowl-scale TV, music and sports sponsorship
Reported as: 10-K advertising and other marketing
#16
Nike
Apparel & Sportswear · United States · FY2024
$4.3B
per year
TV & media mix: Athlete endorsements plus global TV around major sporting events
Reported as: 10-K demand creation expense
#17
Mercedes-Benz Group
Automotive · Germany · FY2024
$3.4B
per year
TV & media mix: Premium TV, F1 sponsorship and digital brand film
Reported as: Annual report selling expense (advertising)
#18
AT&T
Telecom · United States · FY2024
$3.3B
per year
TV & media mix: Very TV-heavy: national spots, live sports and NCAA properties
Reported as: 10-K advertising expense
#19
Verizon
Telecom · United States · FY2024
$3.1B
per year
TV & media mix: National TV, NFL partnership and performance digital
Reported as: 10-K advertising expense
#20
Alibaba Group
E-commerce · China · FY2024
$3.0B
per year
TV & media mix: TV galas and streaming events around Singles' Day (11.11)
Reported as: 20-F sales & marketing (advertising portion)
#21
JD.com
E-commerce · China · FY2024
$2.9B
per year
TV & media mix: TV variety-show sponsorship and mass online video
Reported as: 20-F marketing expense
#22
Ford Motor
Automotive · United States · FY2024
$2.7B
per year
TV & media mix: US national TV, live sports and truck-segment campaigns
Reported as: 10-K advertising expense
#23
General Motors
Automotive · United States · FY2024
$2.6B
per year
TV & media mix: TV-first launches for Chevrolet, GMC and Cadillac EVs
Reported as: 10-K advertising expense
#24
Anheuser-Busch InBev
Beverages · Belgium · FY2024
$2.5B
per year
TV & media mix: Beer category is TV & sports dominated (Super Bowl, World Cup)
Reported as: Annual report sales & marketing (advertising)
#25
Disney
Media & Entertainment · United States · FY2024
$2.4B
per year
TV & media mix: Cross-network TV promotion for studios, parks and Disney+
Reported as: 10-K advertising expense
Methodology & sources
Figures are the advertising, marketing or demand-creation expense the companies themselves disclose in their latest annual filings (SEC 10-K/20-F or European annual reports), cross-checked against Ad Age Global Marketers, WARC and COMvergence industry rankings.
Definitions differ by company: some report pure media buying, others include promotions, agency fees or sponsorships. Where a company does not disclose advertising expense separately (for example Apple), a published industry estimate is used and labelled as such in the row.
Television is no longer the majority of most of these budgets — global spend is roughly 70% digital — but TV, connected TV and live sports still absorb the largest single share for FMCG, automotive, telecom and beverage advertisers.
Amounts are annual, in US dollars, and converted at average yearly exchange rates for non-USD reporters. They are estimates for informational purposes only.