GM, Toyota top automakers with biggest ad outlays
Photo credit: Advertising Age
DETROIT -- Four automakers -- led by GM and Toyota -- are among the top 15 global marketers, as ranked by Advertising Age. The automakers spent a combined $10.83 billion on advertising during 2010.
The 25th annual report represents figures from 2010 measured-media ad spending, the magazine said.
General Motors, Toyota Motor Corp., Volkswagen AG and Ford Motor Co. ranked fourth, sixth, 12th and 13th, respectively, among 100 companies in the study.
The Fiat-Chrysler Group ranked 16th in the study of major corporate advertisers with operations worldwide.
Sixteen automakers made the list compiled by Ad Age, a sister publication of Automotive News.
GM spent the most among automakers — $3.59 billion — on advertising, and that was up 11.5 percent from 2009. Toyota spent $2.86 billion, up 19.3 percent; Volkswagen spent $2.24 billion, up 14 percent; and Ford spent $2.14 billion, up 7.5 percent.
Kia Motors Corp. posted the biggest percentage increase in ad spending among the automakers -- nearly 48 percent -- to $775.7 million.
Hyundai Motor Co. was runner-up, increasing spending 42 percent to $1.26 billion. Nissan Motor Co.'s advertising rose 36 percent to $1.5 billion. At Fiat, advertising rose 32.2 percent to $1.5 billion, and Mitsubishi Motors Corp. rounded out the top five automotive gainers, spending $715.6 million, up 32 percent from 2009.
Suzuki Motor Corp. ranked 85th overall and last among automakers, with ad spending of $388 million, up 4.8 percent from last year.