General Motors, Toyota, Volkswagen and Ford are ranked among the top 15 global marketers by Ad Age magazine, with combined spending of $10.83 billion on advertising in 2010.
GM ranked fourth, Toyota sixth, Volkswagen 12th and Ford 13th in the 25th annual report entitled „100 Global Marketers”. There were 12 other automakers also present in the ranking, with the Fiat Chrysler group taking 16th place. GM spent the most on advertising in 2010 – $3.59 billion, 11.5 percent more than in 2009. Toyota spent $2.86 billion, up 19.3 percent, while Volkswagen and Ford spent $2.24 billion and $2.14 billion respectively.
Kia Motors had the biggest percentage increase in ad spending, nearly 48 percent, to $775.7 million. Sister company Hyundai Motor was runner-up, increasing spending by 42 percent to $1.26 billion. Nissan came in third with a 36 percent increase to $1.5 billion.
The United States is the world’s biggest advertising market, although its share of spending dropped to 33 percent last year from 44 percent in 1986, according to Ad Age. Japan is the second advertising market, with China climbing to third after having surpassed Germany. The biggest advertising spender of the ranking was Procter & Gamble, with $11.43 billion, up 31.4 percent from 2009.