Top 100 B2B Advertisers’ Spending Trends, by Medium

August 12, 2014

This article is included in these additional categories:

B2B | Broadcast & Cable | Display & Rich Media | Magazines | Newspapers | Out-of-Home | Radio | Spending & Spenders | TV Advertising

AdAge-Top-B2B-Advertisers-Media-Spending-Trends-in-2013-Aug2014Source: Ad Age

    Notes: Ad spending by the 100 largest B2B advertisers grew by 3.4% year-over-year in 2013 to an estimated $4.9 billion, according to Ad Age DataCenter’s analysis of Kantar Media measured media spending data. Broadcast and cable TV combined to account for a leading 56% of that spending, up by 3% from 2012. Not surprisingly, spending on internet display ads grew most quickly, by 25.3%. The only other medium to see an increase among the top 100 was outdoor (+2.4%), with magazine spending relatively flat (-0.3%), newspaper spend down by 9.4% and radio spend declining by 13.7%. Meanwhile, spending by B2B advertisers outside the top 100 dipped by 0.5% to $10.2 billion.

      Related: [Debrief]: Reaching and Influencing B2B Buyers and Decision-Makers [download page]

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