According to Automotive News Europe, the motor industry is the world’s biggest buyer of advertising.
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Car makers spent a combined $US19.2 billion on advertising in 2002. This was 25.9% of the total world advertising expenditure, ahead of personal care firms (20%) and food companies (13.8%).
Vehicle manufacturers account for 16 of the top 100 global marketers, according to a study by Automotive News Europe sister publication Advertising Age.
To qualify as a global marketer a company must advertise in three out of four regions – North America, Europe, Asia and Latin America.
Car makers also spent 6.5% more on ads in 2002 than in 2001.
Detergents and beauty products maker Procter & Gamble Co. was the world’s biggest global advertiser, spending $4.48 billion last year. P&G rival Unilever unseated traditional No. 2 General Motors, even though the car maker increased its ad spend by 9% in 2001 to $3.22 billion, Automotive News Europe said.
