Essay

MARKETING FACT PACK 2020

$628 billion Worldwide media spending forecast for 2020, up 5.1 percent

277,000 U.S. internet media employment, double the level of 2013

$1,531 Projected U.S. media and marketing spending per person in 2020

53 percent Projected internet share of 2020 U.S. advertising. Internet spending will be double the level of 2016

Sponsor:

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3Important to Important People

Ad Age Marketing Fact Pack 2020 Produced by Ad Age Datacenter. Published December 23, 2019

Additional copies: Order print copies at [email protected] or 877-320-1721. For readers outside the U.S., 313-446-0450.

Digital edition available at AdAge.com/resources

Subscribe to Ad Age Datacenter AdAge.com/datacenter Get exclusive access to expanded content including:

Ad Age World’s Largest Advertisers Rankings. Database (profiles, agency rosters, executives, spending) AdAge.com/globalmarketers2019

Ad Age Leading National Advertisers Rankings. Database (profiles, brands, agency rosters, executives, spending) AdAge.com/lna2019 AdAge.com/marketertrees2019

Ad Age Agency Report Rankings. Database (companies, networks, agencies) AdAge.com/agencyreport2019 AdAge.com/agencyfamilytrees2019

Staff Datacenter directors: Bradley Johnson, Kevin Brown Senior research editor: Catherine Wolf Senior art director: Jennifer Chiu [email protected]

Joshua J. Golden President & Publisher [email protected]

James Palma GM Revenue, Client Partnerships [email protected]

© Copyright 2019 Crain Communications Inc. The data and information presented is the property of Crain and others and is protected by copyright and other intellectual property laws. For personal, noncommercial use only, which must be in accordance with Ad Age’s Terms and Conditions at AdAge.com/terms. Archiving, reproduction, redistribution or other uses are prohibited.

Ad spending: Forecasts through 2022 U.S. and worldwide media spending growth

Ad spending: 2020 breakouts U.S. and worldwide media spending

Marketers 7

Biggest advertisers U.S. and worldwide

U.S. market leaders Ad spending and share figures

Media 16 Share of U.S. ad spending by medium Including mobile’s share of internet ad spending

Digital media platforms and properties Share of digital media time by platform. Unique visitors for top properties

Cost for a 30-second commercial Football is priciest spot for ads

Biggest TV networks and programs Ad spending and audience ratings

Agencies 24 World’s biggest agency companies and networks WPP is largest company. Accenture Interactive tops the network chart

Biggest agency ventures by category Companies, networks and agencies

Digital’s share of agency revenue Digital accounted for more than half of agencies’ 2018 U.S. revenue

U.S. agency growth rates Revenue for U.S. agencies from all disciplines edged up 1.7 percent in 2018

Consumers 31 Population and consumer confidence Demographics and consumer sentiment

How consumers watch TV Multitasking. Cord cutters. Binge watching

Jobs 28 U.S. ad agency and internet media employment Ad agency employment is down slightly from record levels hit in 2018

Media employment Internet media’s share of media jobs has quadrupled since 2007

10 key stats Procter & Gamble is world’s biggest advertiser. Comcast is top U.S. spender

The Big List 4

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Ad Age Marketing Fact Pack 2020

Ad Age December 23, 2019

Source: Ad Age Datacenter.

THE BIG LIST Ten key stats on the world of marketers, media and agencies. The internet in 2020 for the first time will account for more than half of both U.S. and worldwide ad spending.

2. Comcast Corp. Nation’s biggest advertiser

$6.1 BILLION 2018 U.S. ad, marketing and promotion spending

3. Billion-dollar spenders Marketers with 2018 worldwide ad spending greater than $1 billion

115

4. Geico Most-advertised U.S. brand

$1.5 BILLION 2018 measured-media spending

5. Media spending 2020 world forecast

$628 BILLION +5.1 percent 2020 U.S. forecast

$254 BILLION +4.8 percent

6. Internet ad spending 2020 world forecast

$326 BILLION +11.1 percent (52 percent of ad spending) 2020 U.S. forecast

$135 BILLION +12.4 percent (53 percent of ad spending)

7. Google Biggest U.S. digital media property

259 MILLION Unique visitors in October 2019 (all Google sites)

8. TV Time spent watching TV in 2018, Americans age 15+

2.6 HOURS A DAY

9. WPP World’s biggest agency company

$20.8 BILLION 2018 revenue

10. Accenture Interactive World’s biggest digital agency network

$8.5 BILLION 2018 revenue

1. Procter & Gamble Co. World’s biggest advertiser

$10.1 BILLION Ad and marketing spending in year ended June 2019

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7Important to Important People

MARKETERS

Source: December 2019 advertising forecasts of WPP’s GroupM (This Year, Next Year), Interpublic Group of Cos.’ Magna (Global Advertising Forecast–Winter Update) and Publicis Groupe’s Zenith (Advertising Expenditure Forecasts). Numbers rounded. Figures include internet, TV, radio, newspaper, magazine and out of home. Spending includes political advertising. Growth based on ad spending in U.S. dollars in constant currency (factoring out currency movements), including growth that comes from media inflation, from GroupM and Magna "constant currency" figures and Zenith "current prices" figures. More info: groupm.com, magnaglobal.com, zenithmedia.com.

U.S. and worldwide media advertising growth rates

Percent change in ad spending, 2015-2022 Forecasts and revised historic data. The average of GroupM, Magna and Zenith forecasts suggests U.S. ad spending growth of 6.5 percent in 2020, boosted by political spending and the Olympics. Consensus for worldwide ad spending: +5.0 percent in 2020 vs. +4.4 percent in 2019.

Ad spending growth: U.S. and worldwide Average of GroupM, Magna and Zenith forecasts, 2015-2022.

2015 2016 2017 2018 2019 2020 2021 2022

U.S.

GroupM (WPP) 2.6% 7.9% 4.2% 9.5% 4.6% 8.1% 0.3% 6.4%

Magna (Interpublic) 3.7 9.3 2.9 9.5 5.1 6.6 1.4 5.8

Zenith (Publicis) 4.2 5.2 7.7 8.2 5.6 4.8 5.1 5.4 Average of GroupM, Magna and Zenith 3.5% 7.5% 4.9% 9.1% 5.1% 6.5% 2.3% 5.9%

Worldwide

GroupM 3.7% 6.1% 4.5% 6.9% 3.7% 5.1% 1.9% 4.4%

Magna 4.7 6.3 4.5 7.9 5.2 5.7 3.4 5.1

Zenith 4.4 5.4 6.1 6.7 4.2 4.3 4.5 4.5 Average of GroupM, Magna and Zenith 4.3% 6.0% 5.0% 7.2% 4.4% 5.0% 3.3% 4.7%

WorldwideU.S.

0

2

4

6

8

10%

20222021202020192018201720162015

3.5%

4.3%

7.5%

6.0%

4.9% 5.0%

9.1%

7.2%

5.1%

4.4%

6.5%

5.0%

2.3%

3.3%

5.9%

4.7%

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Ad Age Marketing Fact Pack 2020

Ad Age December 23, 2019

From Ad Age Leading National Advertisers 2019 (June 24, 2019). Full report: AdAge.com/lna2019. Marketer database: AdAge.com/marketertrees2019. About LNA 2019: AdAge.com/aboutlna2019.

Source: Ad Age Datacenter. Numbers rounded. Measured-media spending from Kantar. More info: kantar.com/media.

U.S. measured-media spending by medium in 2018 From Kantar for all advertisers and Ad Age Leading National Advertisers’ top 200. Dollars in billions.

Measured-media spending

Medium All advertisers (including 200 LNA)

200 Leading National Advertisers 200 LNA's share

TV $77.0 $48.9 63%

Magazine 14.2 6.4 45

Newspaper 8.6 1.2 14

Radio 7.5 2.7 36

Outdoor 5.2 1.3 26

Subtotal 112.5 60.5 54

Desktop search 19.5 6.9 35

Desktop internet display 8.5 3.4 40

Subtotal 140.5 70.9 50

Other 13.0 NA NA

Total $153.5 NA NA

Source: Publicis Groupe’s Zenith (Advertising Expenditure Forecasts, December 2019) based on current prices. Numbers rounded. More info: zenithmedia.com.

Zenith's 2020 U.S. media and marketing-services spending forecast: $509 billion Estimated U.S. spending in media and marketing services. Zenith forecasts media ad spending to grow 4.8 percent in 2020. It expects 2020 total media and marketing-services spending to reach a record $509 billion—$1,531 per person.

Spending (dollars in billions) Year-to-year percent change

Media 2020 2019 2018 2020 vs. 2019

2019 vs. 2018

2018 vs. 2017

Internet $135.1 $120.2 $104.1 12.4% 15.4% 23.8%

TV 66.0 67.2 68.2 -1.8 -1.4 -0.4

Radio 17.6 17.6 17.6 0.0 0.0 0.0

Newspaper 13.0 13.9 15.1 -7.0 -8.0 -9.0

Magazine 11.5 12.8 14.1 -10.0 -9.4 -8.2

Outdoor and cinema 11.1 10.9 10.5 2.0 2.9 3.2

Total: Media 254.2 242.5 229.7 4.8 5.6 8.2 Marketing services

Sales promotion 86.7 85.2 82.7 1.8 3.0 3.5

Telemarketing 61.4 60.8 59.6 1.0 2.0 3.0

Direct mail 47.4 46.3 47.7 2.5 -3.0 1.6

Event sponsorship 45.3 42.7 39.9 6.0 7.0 6.8

Directories 7.8 7.9 8.0 -2.0 -1.0 -0.4

Public relations 6.3 6.0 5.7 5.0 6.0 7.0

Total: Marketing services 254.9 248.9 243.6 2.4 2.2 3.5

Total: Media and marketing services $509.1 $491.4 $473.3 3.6% 3.8% 5.7%

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9Important to Important People

GroupM's 2020 worldwide media spending forecast: $628 billion Estimated worldwide spending in media. GroupM forecasts media ad spending to grow 5.1 percent to $628 billion in 2020. It expects internet spending to increase 11.1 percent, the slowest growth rate since 2009.

Spending (dollars in billions) Year-to-year percent change

Media 2020 2019 2018 2020 vs. 2019

2019 vs. 2018

2018 vs. 2017

Internet $326.3 $293.7 $255.4 11.1% 15.0% 18.1%

TV 173.3 171.7 181.6 0.9 -5.5 1.8

Radio 32.0 31.5 31.8 1.8 -1.0 -0.1

Newspaper 36.1 39.5 44.4 -8.5 -11.1 -10.0

Magazine 20.5 22.3 24.7 -8.2 -9.6 -7.9

Outdoor and cinema 39.7 38.8 38.1 2.5 1.8 5.3

Total: Media $628.0 $597.4 $576.0 5.1% 3.7% 6.9%

Source: WPP's GroupM (This Year, Last Year, December 2019). Ad spending in constant currency, which factors out currency movements; not adjusted for inflation. Includes political advertising. Numbers rounded. More info: groupm.com.

GroupM’s worldwide marketing spending estimate: $1.6 trillion to $1.9 trillion Approximate worldwide marketing spending in 2019 as calculated by Brian Wieser, GroupM’s global president, business intelligence.

Segment Includes Spending

Advertising Media spending, broadly defined to include internet, TV, radio, newspaper, magazine, outdoor and cinema plus direct mail and directories

$700 billion

Services Agencies, information technology services consultancies focused on marketing $150 billion

Software Ad tech, marketing tech $150 billion

Other Data, partner support, events, in-house activities, sales, retail activation, sponsorships $600-$900 billion

Total: Marketing $1.6-$1.9 trillion

Worldwide ad spending by medium from GroupM Media spending in 2020 and percent change vs. 2019. Dollars in billions.

World’s five largest ad markets from GroupM Media spending in 2020 and percent change vs. 2019. Dollars in billions.

Total: Media $628 billion

+5.1% $245.6

$21 .4

$3 0.

6 $4

1. 5

$198.6

$90.4

U.S. +8.1%

All other +4.3%

Germany +0.6%

U.K. +6.7%

Japan +1.8% China +1.4%

Total: Media $628 billion

+5.1% $326.3

$32.0$36.1

$39.7

$1 73

.3

$20.5

Internet +11.1%

Magazine -8.2% Radio +1.8%

Newspaper -8.5%

Outdoor and cinema +2.5%

TV +0.9%

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10

Ad Age Marketing Fact Pack 2020

Ad Age December 23, 2019

From Ad Age Leading National Advertisers 2019 (June 24, 2019). Full report: AdAge.com/lna2019. Marketer database: AdAge.com/marketertrees2019. About LNA 2019: AdAge.com/aboutlna2019.

Source: Ad Age Datacenter. Total U.S. advertising spending is Ad Age estimate. U.S. measured-media spending from Kantar. Numbers rounded. More info: kantar.com/media.

© Copyright 2019 Crain Communications Inc.; see p. 3.

1. Comcast: Estimated advertising, marketing and promotion. 2. AT&T: Estimated pro forma ad spending including WarnerMedia, formerly Time Warner (acquired June 2018). 3. Amazon: Advertising and promotion. 4. Procter & Gamble: Estimated spending on advertising plus other marketing costs. 5. General Motors: Advertising and promotion.

6. Disney: Estimated pro forma ad spending including 21st Century Fox (acquired March 2019). 8. Alphabet: Advertising and promotion. 9. American Express: Estimated marketing and promotion. 12. JPMorgan Chase: Marketing expenses. 14. Pfizer: Estimate based on a revision to Ad Age's spending model. 15. Nestlé: Estimated "consumer facing" marketing expenses. 16. Samsung: Advertising and sales promotion. 18. L'Oréal: Advertising and promotion. 19. Fiat Chrysler Automobiles: FCA and PSA Group in October 2019 announced plan to merge. 21. Expedia: Estimated ad spending. 23. Deutsche Telekom: T-Mobile US in April 2018 signed deal to buy Sprint Corp. 24. LVMH: Advertising and promotion. 25. McDonald's: Estimated systemwide ad spending including spending from franchisees and company-owned restaurants.

Ad Age Leading National Advertisers: 25 biggest U.S. ad spenders Ranked by 2018 total U.S. advertising spending. Dollars in millions.

Rank Marketer Headquarters

2018 total U.S. advertising spending

2018 U.S. measured- media spending

1 Comcast Corp. Philadelphia $6,122 $1,709

2 AT&T Dallas 5,362 1,992

3 Amazon Seattle 4,470 1,508

4 Procter & Gamble Co. Cincinnati 4,305 2,814

5 General Motors Co. Detroit 3,139 1,523

6 Walt Disney Co. Burbank, Calif. 3,132 1,135

7 Charter Communications Stamford, Conn. 3,042 366

8 Alphabet (Google) Mountain View, Calif. 2,960 651

9 American Express Co. New York 2,798 309

10 Verizon Communications New York 2,682 1,090

11 Walmart Bentonville, Ark. 2,604 688

12 JPMorgan Chase & Co. New York 2,513 232

13 Ford Motor Co. Dearborn, Mich. 2,331 1,000

14 Pfizer New York 2,282 1,460

15 Nestlé Vevey, Switzerland 2,202 897

16 Samsung Electronics Co. Suwon, South Korea 2,152 571

17 Berkshire Hathaway Omaha, Neb. 2,141 1,893

18 L’Oréal Clichy, France 2,137 1,204

19 Fiat Chrysler Automobiles London 2,129 844

20 Capital One Financial Corp. McLean, Va. 2,065 656

21 Expedia Group Bellevue, Wash. 1,953 1,089

22 Johnson & Johnson New Brunswick, N.J. 1,765 935

23 Deutsche Telekom (T-Mobile US)

Bonn, Germany/ Bellevue, Wash. 1,700 1,088

24 LVMH Moët Hennessy Louis Vuitton Paris 1,560 402

25 McDonald’s Corp. Chicago 1,541 761

Ad Age Leading National Advertisers: Top 25 $69.1B $26.8B

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11Important to Important People

From Ad Age World’s Largest Advertisers (Dec. 23, 2019). Full report including ranking of top 100, profiles and expanded footnotes: AdAge.com/globalmarketers2019.

Source: Ad Age Datacenter. Total worldwide advertising spending from Ad Age Datacenter estimates and company financial filings. Numbers rounded.

© Copyright 2019 Crain Communications Inc.; see p. 3.

1. Procter & Gamble: Year ended June 2019. Estimated spending on advertising plus other marketing costs. 2. Samsung: Advertising and sales promotion. 3. L’Oréal: Advertising and promotion. 4. Unilever: Brand and marketing investment costs. 5. Amazon: Advertising and promotion. 6. Comcast: Estimated pro forma advertising, marketing and promotion including Sky (acquired fourth-quarter 2018). 7. Nestlé: Estimated “consumer facing” marketing expenses. 8. LVMH: Advertising and promotion.

9. Alphabet: Advertising and promotion. 10. AT&T: Estimated pro forma ad spending including WarnerMedia, formerly Time Warner (acquired June 2018). 13. Booking: Marketing expenses (performance marketing and brand marketing). 14. Disney: Year ended October 2018. Estimated pro forma ad spending including 21st Century Fox (acquired March 2019). 15. Toyota: Year ended March 2019. 17. General Motors: Advertising and promotion. 19. McDonald’s: Estimated worldwide systemwide ad spending including spending from franchisees and company-owned restaurants. 20. American Express: Estimated marketing and promotion. 21. Fiat Chrysler Automobiles: FCA and PSA Group in October 2019 announced plan to merge. 22. Nike: Year ended May 2019. Advertising and promotion excluding estimated worldwide cooperative ad spending. 23. Adidas: Marketing and point-of-sale expenses. 24. Expedia: Estimated ad spending.

Ad Age World’s Largest Advertisers: 25 biggest ad spenders Ranked by 2018 total worldwide advertising spending. Dollars in billions.

Rank Marketer Headquarters 2018 total worldwide advertising spending

1 Procter & Gamble Co. U.S. $10.1

2 Samsung Electronics Co. South Korea 10.1

3 L’Oréal France 9.6

4 Unilever Netherlands/U.K. 8.5

5 Amazon U.S. 8.2

6 Comcast Corp. U.S. 7.5

7 Nestlé Switzerland 7.3

7 LVMH Moët Hennessy Louis Vuitton France 6.5

9 Alphabet (Google) U.S. 6.4

10 AT&T U.S. 6.2

11 Anheuser-Busch InBev Belgium 6.0

12 Volkswagen Germany 5.7

13 Booking Holdings U.S. 5.0

14 Walt Disney Co. U.S. 4.7

15 Toyota Motor Corp. Japan 4.4

16 Coca-Cola Co. U.S. 4.1

17 General Motors Co. U.S. 4.0

17 Ford Motor Co. U.S. 4.0

19 McDonald’s Corp. U.S. 3.8

20 American Express Co. U.S. 3.8

21 Fiat Chrysler Automobiles U.K. 3.6

22 Nike U.S. 3.6

23 Adidas Germany 3.5

24 Expedia Group U.S. 3.5

25 Walmart U.S. 3.5

Ad Age World’s Largest Advertisers: Top 25 $143.7B

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12

Ad Age Marketing Fact Pack 2020

Ad Age December 23, 2019

10 most-advertised brands Ranked by 2018 U.S. measured-media spending. Go with the Flo: Progressive’s measured spending surged 43.8 percent in 2018.

More in Ad Age Datacenter Marketers database: Profiles, agency rosters AdAge.com/marketertrees2019

From Ad Age Leading National Advertisers 2019 (June 24, 2019). See ranking of nation’s 200 most-advertised brands: AdAge.com/lna2019.

Source: Ad Age Datacenter analysis of U.S. measured-media spending data from Kantar. Company’s spending for all goods and services that fall under a given brand. Numbers rounded. More info: kantar.com/media.

6. Apple Apple

7. Ford Ford Motor Co.

8. T-Mobile Deutsche Telekom

(T-Mobile US)

9. McDonald’s McDonald’s Corp.

10. AT&T AT&T

1. Geico Berkshire Hathaway

3. Progressive Progressive Corp.

2. Amazon Amazon

4. Verizon Verizon Communications

5. Chevrolet General Motors Co.

$1.5B +5.1%

$1.3B +46.1%

$1.0B +43.8%

$935M -8.7%

$825M -4.6%

$797M +3.9%

$779M -18.0%

$768M -10.2%

$761M +9.0%

$659M -15.8%

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13Important to Important People

Ad Age U.S. market leaders by category 2018 share and ad spending breakouts for marketers and brands. Dollars in millions.

Auto marketers 2018 U.S. market share for auto/light-truck marketers.

Retailers Ranking based on 2018 total U.S. ad spending.

From Ad Age Leading National Advertisers 2019 Fact Pack (June 24, 2019). Numbers rounded. Expanded footnotes and source information available in that Fact Pack at AdAge.com/trend-reports. Source: Total U.S. ad spending from Ad Age Datacenter. U.S. measured-media spending from Kantar. More info: kantar.com/media. About LNA 2019: AdAge.com/aboutlna2019.

© Copyright 2019 Crain Communications Inc.; see p. 3.

Auto marketers, auto brands: Market share calculations by Ad Age Datacenter based on sales figures from Automotive News Data Center. More info: autonews.com. Retailers: Census Bureau (U.S. retail sales). More info: census.gov. Amazon: Share shown is Ad Age Datacenter estimate. Restaurant chains: Technomic 2019 Top 500 Chain Restaurant Report (sales used to calculate market share). More info: technomic.com. Systemwide sales is franchised plus company-owned restaurants. Chick-fil-A, Panera Bread and Starbucks based on estimated sales. Pret Panera Holding Co. is owned by JAB Holding Co.

Auto brands 2018 U.S. market share for auto/light-truck brands.

Restaurant chains 2018 U.S. market share based on systemwide sales.

Brand/marketer Market share

Measured media

1 Ford Ford Motor Co. 13.7% $779

2 Toyota Toyota Motor Corp. 12.3 571

3 Chevrolet General Motors Co. 11.7 825

4 Honda Honda Motor Co. 8.3 440

5 Nissan Nissan Motor Co. 7.8 496

6 Jeep Fiat Chrysler Automobiles 5.6 353

7 Subaru Subaru Corp. 3.9 304

8 Hyundai Hyundai Motor Co. 3.9 310

9 Ram Fiat Chrysler Automobiles 3.4 302

10 Kia Kia Motors Corp. 3.4 292

Top 10 74.1 4,671 Industry total (*vehicles sold in millions) 17.3

* $7,587

Chain/marketer Market share

Measured media

1 McDonald’s McDonald’s Corp. 6.9% $761

2 Starbucks Starbucks Corp. 3.5 79

3 Subway Doctor’s Associates 1.9 325

4 Taco Bell Yum Brands 1.9 415

5 Chick-fil-A Chick-fil-A 1.8 103

6 Burger King Restaurant Brands International 1.8 337

7 Wendy’s Wendy’s Co. 1.7 272

8 Dunkin’ Dunkin’ Brands Group 1.6 140

9 Domino’s Domino’s Pizza 1.2 418

10 Panera Bread Pret Panera Holding Co. 1.0 56

Top 10 23.3 2,906 Industry total (*U.S. sales, dollars in billions) $556

* $6,180

Marketer Market share

Total U.S. ad spending

1 General Motors Co. 17.0% $3,139

2 Ford Motor Co. 14.3 2,331

3 Toyota Motor Corp. 14.0 1,444

4 Fiat Chrysler Automobiles 13.0 2,129

5 Honda Motor Co. 9.3 1,390

6 Nissan Motor Co. 8.6 1,069

7 Subaru Corp. 3.9 471

8 Hyundai Motor Co. 3.9 560

9 Volkswagen 3.7 728

10 Kia Motors Corp. 3.4 544

Top 10 91.1 $13,804 Industry total (*vehicles sold in millions) 17.3* NA

Marketer

Share of U.S. retail sales

Total U.S. ad spending

1 Amazon 3.4% $4,470

2 Walmart 10.8 2,604

3 Target Corp. 2.1 1,494

4 Macy’s 0.7 1,358

5 Kohl’s Corp. 0.5 1,133

6 Home Depot 2.8 1,062

7 Lowe’s Cos. 1.9 869

8 Kroger Co. 3.4 752

9 J.C. Penney Co. 0.3 724

10 Best Buy Co. 1.1 712

Top 10 27.1 $15,177 Industry total (*U.S. sales, dollars in trillions) $3.5* NA

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Ad Age Marketing Fact Pack 2020

Ad Age December 23, 2019

Personal care brands Share of 2018 U.S. personal care measured-media spending.

Brand/marketer Share of ad spend

Measured media

1 L’Oréal Paris L’Oréal 9.5% $546

2 Olay Procter & Gamble Co. 4.5 255

3 Maybelline New York L’Oréal 4.2 241

4 Neutrogena Johnson & Johnson 3.8 218

5 Garnier L’Oréal 3.8 215

6 Always Procter & Gamble Co. 3.7 213

7 Dove Unilever 3.3 187

8 Crest Procter & Gamble Co. 2.4 138

9 Gillette Procter & Gamble Co. 2.3 133

10 Sensodyne GlaxoSmithKline 2.2 125

Top 10 39.7 2,271 Total personal care measured-media spending 100.0% $5,724

Household products Share of 2018 U.S. household product measured-media spending.

Brand/marketer Share of ad spend

Measured media

1 Tide Procter & Gamble Co. 10.7% $233

2 Febreze Procter & Gamble Co. 9.2 201

3 Downy Procter & Gamble Co. 8.7 189

4 Gain Procter & Gamble Co. 6.0 130

5 Bounty Procter & Gamble Co. 4.7 101

6 Charmin Procter & Gamble Co. 4.4 96

7 Clorox Clorox Co. 4.0 87

8 Lysol RB (Reckitt Benckiser Group) 3.2 70

9 OxiClean Church & Dwight Co. 2.9 63

10 Duracell Berkshire Hathaway 2.8 61

Top 10 56.5 1,232 Total household product measured-media spending 100.0% $2,180

Wireless services 2018 U.S. market share for wireless service providers.

Marketer Market share

Measured media

1 Verizon Communications 32.9% $694

2 AT&T 30.1 512

3 Deutsche Telekom (T-Mobile US) 16.3 1,062

4 SoftBank Group Corp. (Sprint Corp.) 11.1 754

5 América Móvil (Tracfone Wireless) 7.0 250

6 Telephone and Data Systems (U.S. Cellular) 1.4 36

Top 6 98.8 3,309

Other 1.2 1,505 Total wireless services measured-media spending 100.0% $4,814

Prescription drug brands Share of 2018 U.S. prescription drug measured-media spending.

Brand/marketer Share of ad spend

Measured media

1 Humira AbbVie 7.7% $483

2 Lyrica Pfizer 4.3 272

3 Xeljanz Pfizer 4.1 257

4 Chantix Pfizer 3.3 208

5 Trulicity Eli Lilly & Co. 3.3 207

6 Eliquis Bristol-Myers Squibb Co. 3.0 188

7 Cosentyx Novartis 2.9 183

8 Keytruda Merck & Co. 2.8 180

9 Ibrance Pfizer 2.5 160

10 Otezla Amgen 2.5 158

Top 10 36.4 2,293 Total prescription drug measured-media spending 100.0% $6,308

From Ad Age Leading National Advertisers 2019 Fact Pack (June 24, 2019). Numbers rounded. Expanded footnotes and source information available in that Fact Pack at AdAge.com/trend-reports. Source: Total U.S. ad spending from Ad Age Datacenter. U.S. measured-media spending from Kantar. More info: kantar.com/media. About LNA 2019: AdAge.com/aboutlna2019.

© Copyright 2019 Crain Communications Inc.; see p. 3.

Personal care, household products, prescription drug brands: Ad Age Datacenter analysis of U.S. measured-media spending. Bristol-Myers Squibb on Nov. 20, 2019, bought Celgene Corp. In connection with that deal, Celgene on Nov. 21, 2019, sold global rights for Otezla to Amgen. Wireless services: U.S. network operator market share based on data from Comscore MobiLens for subscribers age 13-plus who owned a mobile phone, three months ended December 2018. More info: comscore.com/MobiLensPlus. Ad spending for companies’ wireless services. Industry total spending includes measured-media spending by major phone suppliers. T-Mobile US in April 2018 signed a deal to buy Sprint Corp.

Ad Age U.S. market leaders by category 2018 share and ad spending breakouts for marketers and brands. Dollars in millions.

P007_P015_AA_20191223_SUPP 14 12/12/19 7:23 PM

15Important to Important People

Beverage brands 2018 U.S. market share based on sales volume.

Brand/marketer Market share

Measured media

1 Coke Coca-Cola Co. 11.6% $393

2 Pepsi PepsiCo 5.0 261

3 Mountain Dew PepsiCo 3.7 119

4 Dr Pepper Keurig Dr Pepper 3.5 106

5 Gatorade PepsiCo 3.1 142

6 Nestlé Pure Life Nestlé 3.1 8

7 Sprite Coca-Cola Co. 2.8 30

8 Poland Spring Nestlé 2.6 3

9 Dasani Coca-Cola Co. 2.2 0

10 Aquafina PepsiCo 1.8 1

Top 10 39.3 1,062 Industry total (*gallons in billions) 33.9

* $1,870

Beer marketers 2018 U.S. market share based on shipment volume.

Marketer Market share

Measured media

1 Anheuser-Busch InBev (Budweiser) 41.0% $554

2 Molson Coors Beverage Co. (Coors, Miller) 23.5 320

3 Constellation Brands (Corona, Modelo) 10.0 368

4 Heineken 3.5 151

5 Pabst Brewing Co. 2.1 1

6 Boston Beer Co. (Samuel Adams) 2.0 55

7 D.G. Yuengling & Son 1.3 10

8 Mark Anthony Group (Mike's Hard Lemonade) 1.2 6

9 Diageo (Guinness) 1.2 13

10 Florida Ice and Farm Co. (Genesee, Labatt) 1.1 1

Top 10 87.0 1,479 Industry total (*barrels in millions) 212.5

* $1,522

Credit cards 2018 U.S. market share based on card purchase volume.

Marketer Market share

Measured media

1 American Express Co. 20.5% $221

2 JPMorgan Chase & Co. (Chase) 20.1 73

3 Citigroup (Citibank) 11.2 81

4 Bank of America Corp. 9.8 1

5 Capital One Financial Corp. 9.2 449

6 U.S. Bancorp (U.S. Bank) 4.0 1

7 Discover Financial Services 3.8 262

8 Wells Fargo & Co. 3.7 1

Top 8 82.2 1,089

Other 17.8 441 Industry total (*purchase volume, dollars in trillions) $3.7

* $1,530

Insurance brands Share of 2018 U.S. insurance industry measured-media spending.

Brand/marketer Share of ad spend

Measured media

1 Geico Berkshire Hathaway 21.8% $1,546

2 Progressive Progressive Corp. 14.8 1,048

3 State Farm State Farm Mutual Auto Insurance Co.

8.9 629

4 Allstate Allstate Corp. 5.6 397

5 Liberty Mutual Liberty Mutual Insurance Co. 4.2 297

6 USAA United Services Automobile Association 2.7 190

7 UnitedHealthcare UnitedHealth Group 2.7 188

8 Nationwide Nationwide Mutual Insurance Co. 2.3 161

9 The General American Family Mutual Insurance Co.

1.9 137

10 Farmers Insurance Zurich Insurance Group 1.8 129

Top 10 66.7 4,722 Total insurance industry measured-media spending 100.0% $7,082

From Ad Age Leading National Advertisers 2019 Fact Pack (June 24, 2019). Numbers rounded. Expanded footnotes and source information available in that Fact Pack at AdAge.com/trend-reports. Source: Total U.S. ad spending from Ad Age Datacenter. U.S. measured-media spending from Kantar. More info: kantar.com/media. About LNA 2019: AdAge.com/aboutlna2019. © Copyright 2019 Crain Communications Inc.; see p. 3.

Insurance brands: Ad Age Datacenter analysis of U.S. measured-media spending. Beer marketers: Beer Marketer’s Insights (U.S. market share, U.S. industry sales). More info: beerinsights.com. Measured-media spending for marketers’ beer brands. Selected brands shown. Credit cards: The Nilson Report. More info: nilsonreport.com. Market share of general purpose credit cards based on total purchase volume. Measured- media spending for companies’ credit cards. Beverage brands: Beverage Marketing Corp. More info: beveragemarketing.com.

M AS

TE R

P007_P015_AA_20191223_SUPP 15 12/12/19 7:23 PM

16

Ad Age Marketing Fact Pack 2020

Ad Age December 23, 2019

MEDIA

Source: Publicis Groupe’s Zenith (Advertising Expenditure Forecasts, December 2019) based on current prices. Numbers rounded. Includes desktop and mobile classified, display, paid search, podcast, radio, social media and video. More info: zenithmedia.com.

U.S. internet ad spending and mobile’s share of internet ad spending Total U.S. internet ad spending (mobile plus desktop) from Zenith. Dollars in billions. Mobile’s share of U.S. internet advertising. Mobile will account for more than three-fourths of internet ad spending in 2022.

Source: Publicis Groupe’s Zenith (Advertising Expenditure Forecasts, December 2019) based on current prices. Numbers rounded. Internet including internet display, online video, classified, paid search, internet radio, podcasts and social media for desktop and mobile. Out of home including outdoor and cinema. More info: zenithmedia.com.

Share of U.S. ad spending by medium From Zenith. The media agency expects the internet to pass the halfway point in 2020, reaching 53 percent of ad spending, with the internet’s share rising to nearly 60 percent in 2022. The internet accounted for less than 17 percent of ad spending in 2010.

3.3% 4.0%

2021 2022202020192018201720162015201420132012201120102009200820072006

MagazineOut of homeNewspaperRadioTVInternet

22.6%

59.8%

0

10

20

30

40

50

60%

4.1%

33.6%

29.7%

14.3%

6.4% 3.9%

12.0% 6.2%

202120202019201820172016201520142013 2022 0

50

100

150

$200

17% 25%

37% 44%

64% 68%

74% 76%

76%

51%

Desktop internet advertising

Mobile internet advertising

P016_P023_AA_20191223SUPP.indd 16 12/12/19 7:27 PM

17Important to Important People

Source: Comscore Media Metrix Multi-Platform and Comscore Mobile Metrix, October 2019, U.S. Numbers rounded. More info: comscore.com.

U.S. share of digital media time spent by platform From October 2019. Smartphone apps are the digital platform of choice across age groups.

Mobile consists of:

Age Desktop Mobile Smartphone app

Smartphone web Tablet app Tablet web

18-24 16.8% 83.2% 71.4% 6.5% 4.8% 0.5%

25-34 21.9 78.1 65.5 7.3 4.6 0.7

35-44 22.0 78.0 66.4 7.3 3.5 0.8

45-54 23.2 76.8 63.0 7.5 5.1 1.2

55-64 18.1 81.9 65.9 8.8 5.8 1.4

65+ 33.3 66.7 43.9 6.2 13.0 3.6

Adults: 18+ 21.8% 78.2% 64.2% 7.4% 5.5% 1.2%

Digital: 10 largest U.S. multiplatform digital media properties By October 2019 unique visitors in millions.

Source: Comscore Media Metrix Multi-Platform, October 2019, U.S. Numbers rounded. Universe: Desktop 2+ and Total Mobile 13+. More info: comscore.com.

Total internet: Total audience

Apple

Walt Disney Co.

Hearst

CBS Interactive (ViacomCBS)

Comcast/NBC Universal

Amazon sites

Microsoft Corp. sites

Facebook

Verizon Media (Verizon Communications)

Google sites (Alphabet)

265

168

173

175

188

195

215

218

219

221

259

Digital: 10 largest U.S. multiplatform streaming video properties By October 2019 unique visitors in millions.

Source: Comscore Media Metrix Multi-Platform, October 2019, U.S. Numbers rounded. Universe: Desktop 2+ and Total Mobile 13+. More info: comscore.com.

Total internet : Total audience

Twitter

Turner Digital (AT&T [WarnerMedia])

Meredith Digital (Meredith Corp.)

Walt Disney Co.

Hearst

CBS Interactive (ViacomCBS)

Comcast/NBC Universal

Facebook

Verizon Media (Verizon Communications)

Google sites (Alphabet)

265

155

158

165

173

175

188

195

219

221

259

P016_P023_AA_20191223SUPP.indd 17 12/12/19 7:28 PM

18

Ad Age Marketing Fact Pack 2020

Ad Age December 23, 2019

Cost for a 30-second commercial Estimated ad costs for a spot on fall 2019 broadcast network TV schedule. Percent change vs. fall 2018 prices. Prime time’s most expensive spot is NBC’s “Sunday Night Football,” where the average cost for a 30-second commercial is $685,227.

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

ABC (Walt Disney Co.)

7:00 p.m.

America’s Funniest Home Videos $54,237, -4%

7:30

8:00 Kids Say the Darndest Things $69,944, NA

Dancing with the Stars $91,170, -20%

The Conners $135,996, -32%

The Goldbergs $134,284, -1%

Grey's Anatomy $186,026, -9%

American Housewife $74,590, -39%

Saturday Night Football $112,685, 21%

8:30 Bless This Mess $89,343, NA

Schooled $98,874, NA

Fresh off the Boat $71,616, -9%

9:00 Shark Tank $78,213, -3%

Mixed-ish $88,480, NA

Modern Family $148,228, -10%

A Million Little Things $112,465, -21%

20/20 $42,624, -4%

9:30 Black-ish $87,475, -26%

Single Parents $90,315, -25%

10:00 The Rookie $67,567, -23%

The Good Doctor $133,281, -15%

Emergence $79,302, NA

Stumptown $88,692, NA

How to Get Away with Murder $99,922, -21%

CBS (ViacomCBS)

7:00 p.m.

60 Minutes $117,822, NA

7:30

8:00 God Friended Me $85,306, -19%

The Neighborhood $111,203, 32%

NCIS $135,858, 0%

Survivor $132,801, -3%

Young Sheldon $160,698, -25%

Hawaii Five-0 $80,965, -8%

Crimetime Saturday $18,064, -32%

8:30 Bob Hearts Abishola $92,844, NA

The Unicorn $134,107, NA

9:00 NCIS: Los Angeles $93,071, 8%

All Rise $70,583, NA

FBI $97,710, -11%

Seal Team $86,043, -17%

Mom $124,636, -1%

Magnum P.I. $72,716, NA

Crimetime Saturday $21,880, -25%

9:30 Carol's Second Act $107,161, NA

10:00 Madam Secretary $67,231, -34%

Bull $89,981, -12%

NCIS: New Orleans $96,197, -4%

S.W.A.T. $88,924, -15%

Evil $99,202, NA

Blue Bloods $83,064, -2%

48 Hours $36,332, -24%

From “TV’s most expensive commercials for the 2019-’20 season” (AdAge.com, Oct. 7, 2019), by Jeanine Poggi. Networks may have made some changes to schedules since then. Table excludes shows that start at midseason.

Broadcast network TV’s most expensive scheduled program is Fox’s broadcast of NFL games on Sunday evenings, which are not technically in prime time; average price for a 30-second spot is $689,988, flat with one year ago.

Source: Ad Age. Based on data from as many as eight agencies. The resulting prices should be viewed as directional indicators and are not the actual price that every advertiser pays for a 30-second spot. The numbers are based on a range of agency estimates that can vary depending on the amount of inventory

purchased from a network, the inclusion of any nontraditional advertising such as product placements, and the relationship an advertiser and media- buying agency has with a network. Most TV advertising is typically purchased as part of larger negotiations, not on a one-off basis. These estimates also reflect the prices advertisers and networks agreed on in this year’s upfront marketplace. Prices likely have changed for those wishing to buy a spot closer to the air date in the so-called “scatter” market.

© Copyright 2019 Crain Communications Inc.; see p. 3.

P016_P023_AA_20191223SUPP.indd 18 12/12/19 7:28 PM

19Important to Important People

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Fox (Fox Corp.)

7:00 p.m.

NFL Game $689,988, 0%

7:30

8:00 The Simpsons $133,268, -18%

9-1-1 $172,215, -1%

The Resident $116,988, 8%

The Masked Singer $201,683, NA

Thursday Night Football $540,090, 24%

WWE's Smackdown Live $56,636, NA

Fox Sports Saturday: College Football $71,798, 7%

8:30 Bless the Harts $102,595, NA

9:00 Bob's Burgers $110,533, 11%

Prodigal Son $101,915, NA

Empire $171,187, -21%

Not Just Me $123,144, NA

9:30 Family Guy $109,015, -9%

10:00

NBC (Comcast Corp. [NBC Universal])

7:00 p.m.

Football Night in America $90,907, NA

7:30

8:00 Sunday Night Football $685,227, 3%

The Voice $192,983, -9%

The Voice $179,951, -7%

Chicago Med $133,216, -18%

Superstore $103,159, -3%

The Blacklist $78,363, -10%

Dateline Saturday Night Mystery $39,259, 7%

8:30 Perfect Harmony $107,567, NA

9:00 This is Us $359,413, -17%

Chicago Fire $140,834, -5%

The Good Place $127,951, 2%

Dateline $46,144, -7%

9:30 Sunnyside $79,841, NA

10:00 Bluff City Law $132,288, NA

New Amsterdam $172,085, 33%

Chicago P.D. $143,082, 10%

Law & Order: SVU $108,236, 3%

Saturday Night Live (encores) $31,910, -41%

The CW (AT&T [WarnerMedia]/ViacomCBS)

7:00 p.m. 7:30

8:00 Batwoman $37,397, NA

All American $25,492, -17%

The Flash $44,431, -3%

Riverdale $32,859, 11%

Supernatural $27,497, -7%

Charmed $24,292, -2%

8:30

9:00 Supergirl $27,381, -13%

Black Lightning $30,176, -13%

Arrow $26,582, 4%

Nancy Drew $23,816, NA

Legacies $25,432, -6%

Dynasty $21,326, 19%

9:30

10:00

P016_P023_AA_20191223SUPP.indd 19 12/12/19 7:28 PM

20

Ad Age Marketing Fact Pack 2020

Ad Age December 23, 2019

Live+7

Rank Originator Program Telecast date Rating

Average viewership (millions)

1 CBS Super Bowl LIII Feb. 3, 2019 32.4 98.8

2 CBS AFC Championship on CBS Jan. 20, 2019 17.8 54.4

3 Fox Fox NFC Playoff (Saturday) Jan. 12, 2019 11.0 33.7

4 ABC The Oscars Feb. 24, 2019 10.0 30.5

5 Fox Fox NFC Wildcard Game Jan. 5, 2019 9.7 29.7

6 ESPN College Football Playoff National Championship Jan. 7, 2019 8.2 24.9

7 CBS The Big Bang Theory May 16, 2019 8.1 24.8

8 NBC NBC Sunday Night Football Sept. 29, 2019 7.9 24.4

9 CBS The World's Best Feb. 3, 2019 7.7 23.5

10 Fox Fox World Series (Game 7) Oct. 30, 2019 7.6 23.3

Top broadcast and cable telecasts in 2019 Ranked by Live+7 viewership (live and time-shifted viewing within seven days). Super Bowl LIII on CBS last February averaged nearly 99 million viewers (watching live or using time-shifting—DVR—within seven days).

Source: Nielsen (NNTV Program Report). More info: nielsen.com. Numbers rounded. All broadcast and cable, Dec. 31, 2018, through Nov. 3, 2019. Live+7. Broadcast prime. Persons age 2+. Excludes breakouts, duration less than five minutes and sustainers. Excludes post-gun programming (programming after game ends, when gun sounds signify end of competition).

Biggest U.S. TV networks By 2018 measured-media ad spending. Dollars in millions.

Source: Kantar. More info: kantar.com/media. Totals by TV and cable network shown for calendar 2018 reflect a change in Kantar’s national TV spend methodology and are not comparable with earlier years.

Cable TVBroadcast TV

9. Azteca America HC2 Holdings

8. UniMás Univision Holdings

7. The CW AT&T (WarnerMedia)/ViacomCBS

6. Telemundo Comcast Corp. (NBC Universal)

5. Univision Univision Holdings

4. Fox Fox Corp.

3. ABC Walt Disney Co.

2. CBS ViacomCBS

1. NBC Comcast Corp. (NBC Universal)

10. Hallmark Channel Hallmark Cards (Crown Media Family Networks)

9. Discovery Channel Discovery

8. Adult Swim, Cartoon Network AT&T (WarnerMedia)

7. Bravo Comcast Corp. (NBC Universal)

6. Food Network Discovery

5. USA Comcast Corp. (NBC Universal)

4. HGTV Discovery

3. TNT AT&T (WarnerMedia)

2. TBS AT&T (WarnerMedia)

1. ESPN Walt Disney Co.

$939

$944

$949

$1,096

$1,457

$1,269

$1,337

$1,826

$1,910

$2,962

$33

$308

$328

$1,083

$1,283

$3,289

$3,746

$4,707

$5,842

P016_P023_AA_20191223SUPP.indd 20 12/12/19 7:28 PM

©2019 Neustar, Inc. All rights reserved.

ONBOARDING | IDENTITY DMP | CUSTOMER IDENTITY | MTA, MMM, UNIFIED MEASUREMENT

Untitled-3 1 12/5/19 10:31 AM

©2019 Neustar, Inc. All rights reserved.

ONBOARDING | IDENTITY DMP | CUSTOMER IDENTITY | MTA, MMM, UNIFIED MEASUREMENT

Untitled-3 1 12/5/19 10:32 AM

23Important to Important People

Top time-shifted broadcast and cable TV shows in 2019 Ranked by incremental audience gained through time shifting. HBO’s “Game of Thrones” saw an increase of 9.1 million average viewers from live viewing when accounting for time-shifted viewing occuring over seven days.

Source: Nielsen (NNTV Program Report). More info: nielsen.com. Numbers rounded. All broadcast and cable, Dec. 31, 2018, through Nov. 3, 2019. Live and Live+7. Broadcast prime. Rank based on absolute difference between Live and Live+7 projections. Persons age 2+. A program must reach at least a 1.0 Live+7 persons 2+ rating. Excludes breakouts, specials, repeats, duration less than five minutes, sustainers and programs with fewer than four telecasts. Sample minimums applied.

Live Live+7

Rank Program (originator) No. of telecasts Rating

Average viewership (millions) Rating

Average viewership (millions)

Audience gained through time shifting (millions)

1 Game of Thrones (HBO) 6 2.1 6.3 5.0 15.4 9.1

2 The Big Bang Theory (CBS) 13 3.3 10.0 6.0 18.5 8.5

3 This Is Us (NBC) 15 1.8 5.4 4.1 12.7 7.3

4 The Good Doctor (ABC) 13 1.6 4.8 3.9 12.0 7.2

5 Manifest (NBC) 7 1.4 4.2 3.6 10.9 6.7

6 NCIS (CBS) 19 3.0 9.3 5.2 15.8 6.5

7 New Amsterdam (NBC) 19 1.4 4.2 3.3 10.3 6.1

8 9-1-1 (Fox) 14 1.4 4.3 3.3 10.2 6.0

9 Blue Bloods (CBS) 18 2.2 6.6 4.1 12.4 5.8

10 Young Sheldon (CBS) 17 2.6 8.1 4.5 13.7 5.6

Source: Nielsen (NNTV Program Report). More info: nielsen.com. Numbers rounded. All broadcast and cable, Dec. 31, 2018, through Nov. 3, 2019. Live+7. Broadcast prime. Persons age 2+. Excludes breakouts, specials, repeats, duration less than five minutes, sustainers and programs with fewer than four telecasts. Sample minimums applied.

Top broadcast and cable TV prime-time shows in 2019 Ranked by Live+7 viewership (live and time-shifted viewing within seven days). “NBC Sunday Night Football” averaged nearly 20 million viewers (watching live or using time-shifting—DVR—within seven days).

Live+7

Rank Originator Program Number of telecasts Rating

Average viewership (millions)

1 NBC NBC Sunday Night Football 9 6.5 19.9

2 CBS The Big Bang Theory 13 6.0 18.5

3 CBS NCIS 19 5.2 15.8

4 HBO Game of Thrones 6 5.0 15.4

5 Fox Fox/NFL Network Thursday Night Football 6 5.0 15.4

6 CBS Young Sheldon 17 4.5 13.7

7 NBC This Is Us 15 4.1 12.7

8 CBS FBI 17 4.1 12.4

9 CBS Blue Bloods 18 4.1 12.4

10 NBC America’s Got Talent: The Champions 7 4.1 12.4

P016_P023_AA_20191223SUPP.indd 23 12/12/19 7:29 PM

24

Ad Age Marketing Fact Pack 2020

Ad Age December 23, 2019

From Ad Age Agency Report 2019 (April 29, 2019). Detailed rankings and report methodology: AdAge.com/agencyreport2019 and AdAge.com/agencyfamilytrees2019. Source: Ad Age Datacenter. Numbers rounded. Asterisk indicates Ad Age Datacenter estimate.

© Copyright 2019 Crain Communications Inc.; see p. 3.

AGENCIES Ad Age Agency Report: World’s 10 biggest agency companies By 2018 worldwide revenue. Dollars in billions.

1. WPP, London

$20.8

2. Omnicom Group, New York

$15.3

3. Publicis Groupe, Paris

$11.7

4. Interpublic Group of Cos., New York

$9.7

5. Dentsu Inc.*, Tokyo

$9.2

6. Accenture’s Accenture Interactive, New York

$8.5

7. PwC’s PwC Digital Services, New York

$5.4

8. Deloitte’s Deloitte Digital, New York

$5.3

9. IBM Corp.’s IBM iX*, Armonk, N.Y.

$5.0

10. Cognizant’s Cognizant Interactive, New York

$4.9

P024_P027_AA_20191223SUPP.indd 24 12/12/19 7:32 PM

25Important to Important People

From Ad Age Agency Report 2019 (April 29, 2019). Source: Ad Age Datacenter estimates. Numbers rounded. Expanded table and report methodology: AdAge.com/agencyreport2019. 1. Alliance Data Systems sold Epsilon, including Conversant, to Publicis in July 2019. © Copyright 2019 Crain Communications Inc.; see P. 3.

Rank Network Company 2018 worldwide revenue

1 Accenture Interactive Accenture $8.5

2 PwC Digital Services PwC 5.4

3 Deloitte Digital Deloitte 5.3

4 IBM iX IBM Corp. 5.0

5 Cognizant Interactive Cognizant 4.9

6 BlueFocus (China) BlueFocus Communication Group 3.3

7 McCann Worldgroup Interpublic 3.0

8 Wunderman Thompson WPP 2.8

9 Dentsu Aegis Network Dentsu 2.7

10 DDB Worldwide Communications Group Omnicom 2.4

11 Dentsu (Japan) Dentsu 2.4

12 Publicis Sapient Publicis 2.2

13 TBWA Worldwide Omnicom 2.1

14 Ogilvy WPP 2.0

15 Epsilon-Conversant1 Publicis 1.9

16 BBDO Worldwide Omnicom 1.7

17 Havas Creative Group Vivendi's Havas 1.7

18 Publicis Worldwide Publicis 1.6

19 Omnicom Precision Marketing Group Omnicom 1.6

20 Advantage Marketing Partners Advantage Solutions 1.5

21 Hakuhodo Hakuhodo DY Holdings 1.5

22 Leo Burnett Worldwide Publicis 1.2

23 Williams Lea Tag Williams Lea Tag 1.2

24 RRD Marketing Solutions R.R. Donnelley 1.2

25 FCB (Foote, Cone & Belding) Interpublic 1.1

Ad Age Agency Report: Top 25 $68.3B

Ad Age Agency Report: World’s biggest agency networks By 2018 estimated worldwide revenue. Dollars in billions.

More in Ad Age Datacenter Agency companies: Who owns what AdAge.com/agencyfamilytrees2019

P024_P027_AA_20191223SUPP.indd 25 12/12/19 7:33 PM

26

Ad Age Marketing Fact Pack 2020

Ad Age December 23, 2019

Ad Age Agency Report: Biggest worldwide agency ventures by category By 2018 estimated worldwide revenue. The world’s 25 largest agency companies had 2018 worldwide revenue of $117.4 billion.

Source: Ad Age Agency Reports. Growth rates based on U.S. agencies from all disciplines. © Copyright 2019 Crain Communications Inc.; see p. 3.

From Ad Age Agency Report 2019 (April 29, 2019). Some agencies and networks may have changed names or structure since report was published. Expanded rankings: AdAge.com/agencyreport2019. Source: Ad Age Datacenter estimates. © Copyright 2019 Crain Communications Inc.; see p. 3.

Category/ largest venture, company

2018 worldwide revenue in category Category grouping

2018 worldwide revenue for category grouping

Agency company WPP $20.8 billion

25 largest agency companies $117.4 billion

Consolidated agency network Accenture Interactive, Accenture $8.5 billion

25 largest agency networks $68.3 billion

Digital agency network Accenture Interactive, Accenture $8.5 billion

15 largest digital agency networks $37.8 billion

Media agency group GroupM, WPP $5.9 billion

Five largest media agency groups $20.0 billion

Media agency network Mindshare, WPP $1.5 billion

15 largest media agency networks $13.3 billion

Ad agency Dentsu, Dentsu $2.4 billion

10 largest ad agencies $13.6 billion

CRM/direct marketing agency network Deloitte Digital, Deloitte

$2.5 billion 10 largest CRM/direct marketing agency networks

$11.2 billion

Public relations agency network Edelman, DJE Holdings $888 million

10 largest public relations agency networks $5.1 billion

U.S. agency digital share and revenue growth, 2012-2018 From Agency Reports.

Ad Age Agency Report: Digital share of U.S. agency revenue Digital work accounted for an estimated 53.6 percent of revenue for U.S. agencies from all disciplines in 2018.

Ad Age Agency Report: U.S. agency revenue growth Revenue for agencies from all disciplines grew 1.7 percent in 2018, the weakest growth since the ad market recovery began in 2010.

0

10

20

30

40

50

60%

201720162015201420132012 2018

51.3% 46.6%

41.3%39.7% 35.3%

32.5%

53.6%

0

1

2

3

4

5

6

7

8%

201720162015201420132012 2018

1.8%

4.4%

6.5%

5.4%

3.7%

5.6%

1.7%

P024_P027_AA_20191223SUPP.indd 26 12/12/19 7:33 PM

27Important to Important People

Ad Age Agency Report: Biggest U.S. agency ventures by category By 2018 estimated U.S. revenue. The world’s 25 largest agency companies had 2018 U.S. revenue of $52.3 billion.

From Ad Age Agency Report 2019 (April 29, 2019). Some agencies and networks may have changed names or structure since report was published. Expanded rankings: AdAge.com/agencyreport2019. Source: Ad Age Datacenter estimates. © Copyright 2019 Crain Communications Inc.; see p. 3. 1. U.S. revenue of more than 500 agencies from all disciplines in Agency Report 2019. 2. Alliance Data Systems Corp. sold Epsilon, including Conversant, to Publicis Groupe in July 2019.

Category/ largest venture, company

2018 U.S. revenue in category Category grouping

2018 U.S. revenue for category grouping

Agency company Omnicom Group $8.0 billion

World's 25 largest agency companies $52.3 billion

Consolidated agency network Cognizant Interactive,  Cognizant

$3.7 billion World's 25 largest agency networks $31.2 billion

Agencies from all disciplines Cognizant Interactive,  Cognizant

$3.7 billion More than 500 U.S. agencies from all disciplines1

$57.1 billion

Digital agency network Cognizant Interactive,  Cognizant

$3.7 billion 15 largest digital agency networks $19.5 billion

Media agency network Spark Foundry/Blue 449, Publicis

$489 million 15 largest media agency networks $4.3 billion

Ad agency BBDO Worldwide, Omnicom

$641 million 25 largest ad agencies $6.3 billion

CRM/direct marketing agency network Epsilon-Conversant2, Publicis

$1.9 billion 25 largest CRM/direct marketing agency networks

$9.1 billion

Promotion agency network Advantage Marketing Partners, Advantage Solutions

$1.3 billion 25 largest promotion agency networks $4.8 billion

Experiential/event marketing agency network Advantage Marketing Partners, Advantage Solutions

$1.3 billion 15 largest experiential/ event marketing agency networks

$3.0 billion

Health care agency network Omnicom Health Group, Omnicom

$819 million 25 largest health care agency networks $4.6 billion

Public relations agency network Edelman, DJE Holdings

$545 million 25 largest public relations agency networks

$3.7 billion

Hispanic-American agency The Community, Publicis

$47 million 50 largest Hispanic-American agencies $518 million

African-American agency Burrell Communications Group, Publicis

$24 million 15 largest African-American agencies $97 million

Asian-American agency Aaaza $18 million

10 largest Asian- American agencies $75 million

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28

Ad Age Marketing Fact Pack 2020

Ad Age December 23, 2019

JOBS

’18 ’19’17’16’15’14’13’12’11’10’09’08’07’06’05’04’03’02’01’00

R ec

es si

on

R ec

es si

on

Internet media jobs

Ad agency jobs

Oct. 2019 277,000

206,100

50,000

100,000

150,000

200,000

250,000

300,000

U.S. ad agency and internet media employment Ad agency sta� ng (206,100 in October 2019) is below the all-time high (208,700) reached in July 2018. Internet media1 sta� ng (277,000 in October 2019) has doubled since early 2013.

Unemployment rate

R ec

es si

on

R ec

es si

on

’18 ’19’17’16’15’14’13’12’11’10’09’08’07’06’05’04’03’02’01’00

Nov. 2019 3.5%

2

4

6

8

10%

Oct. 2009 10.0%

U.S. unemployment rate The nation’s unemployment rate in November 2019 was 3.5 percent, the lowest level since 1969.

Source: Ad Age Datacenter analysis of Bureau of Labor Statistics data. See expanded data: AdAge.com/adjobs.

1. Internet media businesses and web search portals. 2. Internet media businesses and web search portals, TV, newspaper, magazine, radio. November 2007; October 2019.

U.S. media employment Share of media2 jobs in 2019 vs. 2007 (eve of Great Recession). Internet media’s share of media jobs has quadrupled since 2007.

Year Internet media TV Newspaper Magazine Radio

2007 8.6% 23.9% 38.8% 16.1% 12.6%

2019 36.4% 24.6% 17.1% 11.1% 10.8%

M AS

TE R

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31Important to Important People

Source: University of Michigan index of consumer sentiment. Graph shows � nal (that is, not preliminary) readings. Base: 1966 = 100. More info: sca.isr.umich.edu.

CONSUMERS 2019 U.S. population by race Population in millions.

Consumer confidence: Index of consumer sentiment The University of Michigan index of consumer sentiment has rebounded from a three-year low hit in August 2019. The index in November 2019 came in at 96.8. The university said: “In 30 of the past 35 months the sentiment index was 95.0 or higher, a level of optimism second only to when the index was above 100.0 for 34 out of 36 months from January 1998 to December 2000.”

Source: Census Bureau. Projections for July 1, 2019, from National Population Projections. Numbers rounded. More info: census.gov.

Hispanics’ share of population by age in 2019 Hispanics account for more than 20 percent of the U.S. population for every age up through age 45.

2018 201920172016201520142013201220112010200920082007 40

60

80

100

120

R ec

es si

on

August 2019 89.8

Total 330.3 million

252.1M

44.3M

19.6M 9.3M

Native Hawaiian/ Paci�c Islander 0.8M

American Indian/ Alaska Native 4.2M

Two or more races

Asian

Black

White

Hispanics as percent of U.S. population

Number of Hispanics in millions

Total

80+

70-79

60-69

50-59

40-49

30-39

20-29

10-19

0-9

18.5%

7.8%

8.3%

10.3%

14.6%

19.8%

20.7%

21.9%

24.8%

25.7%

61.1

1.0

2.0

3.9

6.2

8.0

9.2

10.0

10.4

10.4

P031_P034_AA_20191223_SUPP.indd 31 12/12/19 7:38 PM

32

Ad Age Marketing Fact Pack 2020

Ad Age December 23, 2019

Source: MRI-Simmons. Spring 2019 Simmons National Consumer Study, Full Year. Numbers rounded. Base: Study universe. Results based on adult survey participants who answered question (and so results exclude non-responses). More info: mrisimmons.com.

Very often Often

Somewhat often

Not very often Not at all

Visit websites on mobile phone 26.9% 19.4% 19.2% 13.6% 21.0%

Text on mobile phone 26.7 18.8 21.4 17.1 16.0

Visit websites on computer 21.0 16.1 17.0 12.9 33.1

Talk on mobile phone 20.5 13.9 18.2 22.8 24.7

Email on computer 16.6 13.2 15.2 15.5 39.5

Instant message on computer 9.3 6.3 7.3 10.2 66.9

Play video games 8.6 4.8 5.3 6.7 74.5

Listen to radio 8.3 5.4 5.4 7.6 73.3

Watch videos on computer 7.1 5.0 6.4 10.5 70.9

Read magazine or comic 5.5 6.7 9.7 14.9 63.1

How TV viewers are multitasking Percent of adults who do these activities while watching TV.

How Americans use leisure time Americans age 15-plus on average had 5.3 hours of leisure time per day in 2018. Watching TV remains by far the No. 1 leisure activity.

Age Gender

15+ 15-19 20-24 25-34 35-44 45-54 55-64 65-74 75+ F M

Average leisure hours per day in 2018

All days 5.3 5.8 5.0 4.2 4.1 4.5 5.5 7.2 7.8 4.9 5.7

Weekdays 4.7 5.3 4.3 3.5 3.5 3.8 4.9 6.9 7.6 4.4 5.1

Weekends, holidays 6.6 7.1 6.8 5.8 5.4 6.2 6.9 7.7 8.1 6.1 7.1

Average weekday leisure hours spent in 2018

Watching TV 2.6 2.0 1.8 1.8 1.9 2.1 3.1 4.2 4.8 2.4 2.8

Socializing and communicating 0.5 0.9 0.4 0.5 0.5 0.5 0.4 0.6 0.4 0.5 0.5

Playing games and computer use for leisure

0.4 0.8 0.8 0.6 0.3 0.2 0.3 0.4 0.4 0.3 0.5

Reading 0.3 0.1 0.1 0.1 0.2 0.2 0.3 0.6 0.8 0.3 0.2

Participating in sports, exercise and recreation

0.3 0.7 NA 0.2 0.2 0.3 0.2 0.3 0.2 0.2 0.3

Relaxing/thinking 0.3 0.2 0.4 0.2 0.2 0.3 0.4 0.4 0.6 0.3 0.4

Other leisure and sports activities1 0.4 0.5 NA 0.3 0.3 0.3 0.3 0.4 0.4 0.3 0.4

Source: Bureau of Labor Statistics’ 2018 American Time Use Survey. More info: bls.gov/tus. 1. Including travel related to leisure and sports activities.

P031_P034_AA_20191223_SUPP.indd 32 12/12/19 7:38 PM

33Important to Important People

Source: MRI-Simmons. Spring 2019 New Media Study. Numbers rounded. Base: Have cable/satellite or streaming service. More info: mrisimmons.com.

Binge watching Percent of people in various age groups who binge watch TV series. Among adults age 18 to 34, 63 percent binge watch TV shows weekly or multiple times a week.

Percent of people in this group that binge watch TV shows

Group

Multiple times a week Weekly

More than once a month Monthly

Less than once a month Never

Age 18-34 28.8% 34.4% 12.8% 9.9% 12.3% 1.8%

35-49 15.4 16.1 29.1 14.5 22.8 2.0

50-69 4.8 5.5 5.9 9.2 23.6 51.0

70+ 1.9 1.7 2.8 2.0 10.1 81.5

Parent/guardian with child in home 21.7 20.7 23.4 10.9 18.7 4.5

Hispanic household 20.0 35.4 13.0 5.4 15.6 10.6

Non-millennials 8.5 9.0 14.4 10.2 21.3 36.7

Female 15.7 15.3 14.2 9.8 17.4 27.6

Male 14.2 19.0 13.5 10.4 19.5 23.5

Adults 18+ 14.9% 17.1% 13.9% 10.1% 18.4% 25.6%

Demographics of cord cutters Percent of people in various age groups who don’t subscribe to a traditional, legacy cable or satellite TV service but have access to online content through the internet at home or through the internet on a mobile device.

Source: MRI-Simmons. Spring 2019 Simmons National Consumer Study, Full Year. Numbers rounded. Base: Study universe. More info: mrisimmons.com. Cord cutters include cord nevers (those who have never paid for TV).

Adults 18+

Male

Female

Non-millennials

Hispanic household

Parent/guardian with child in home

70+

50-69

35-49

Age 18-34

SumMobile onlyCord cutters

18.5% 13.7%

17.6% 10.1%

8.7% 5.3%

4.1% 2.1%

17.9% 11.1%

15.3% 8.8%

10.7% 6.3%

12.5% 9.1%

13.5% 7.7%

13.0% 8.4%

32.2%

27.7%

13.9%

6.1%

29.0%

24.1%

17.0%

21.6%

21.2%

21.4%

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34

Ad Age Marketing Fact Pack 2020

Ad Age December 23, 2019

When and how smartphone owners use their devices Accessing websites is the most popular activity on smartphones, followed by social networking. Peak hour for mobile web surfing is 5 p.m., when 69 percent of adult smartphone owners use their phones to visit a website.

Source: MRI-Simmons. Spring 2019 Connect Plus Study. Base: Smartphone users. Percentages indicate unduplicated aggregate percentage of smartphone owners who engage in the activity in that hour at least once during a typical week. For example, 69 percent of smartphone owners use their phone’s web browser to access a website between 5 p.m. and 6 p.m. at least once in a week. More info: mrisimmons.com.

111098765432112 p.m.

111098765432112 a.m.

100

0

200

300

400

500%

GPS Listen to music Download app Camera

IM/chat

Video

Play games

Talk

Email

Messaging

Social network

Websites

U.S. households rich to poor: Income distribution1 Share of aggregate income by household-income quintiles. The bottom group had 3.1 percent of 2018 income.

Year Lowest 20% Second Third Fourth Top 20%

1980 4.2% 10.2% 16.8% 24.7% 44.1%

1990 3.8 9.6 15.9 24.0 46.6 2000 3.6 8.9 14.8 23.0 49.8

2010 3.3 8.5 14.6 23.4 50.3

2018 3.1 8.3 14.1 22.6 52.0

Source: Census Bureau’s Current Population Survey (Annual Social and Economic Supplements). More info: census.gov. 1. Numbers rounded. 2. Percent change based on real (inflation-adjusted) mean income. Great Recession began in December 2007 and ended in June 2009.

U.S. households rich to poor: Mean income2 By 2018 household-income quintile; change vs. prerecession 2007. Poor households have not fully recovered.

All households

Lowest 20% Second Third Fourth Top 20%

2018 $90,021 $13,775 $37,293 $63,572 $101,570 $233,895

Percent change vs. 2007 9.7% -1.8% 4.3% 4.8% 5.8% 14.7%

P031_P034_AA_20191223_SUPP.indd 34 12/12/19 7:38 PM

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