Out of all the automakers, it probably isn’t surprising that two of the volume leaders spend the most money when it comes to advertising.
General Motors and Toyota ranked fourth and six respectively in Advertising Age‘s latest annual media report, which factors in the total amount of dollars companies spend on promotion. Volkswagen, the other big auto heavyweight, ranked 12th on the list, followed by Fiat/Chrysler (13th).
GM spent some $3.59 billion on advertising last year, an increase of some 11 percent compared with 2009, while Toyota put aside some $2.86 billion. By contrast, Hyundai and Kia, considered to be rising stars in the sector, spent just 776 million and $1.26 billion even though both totals represented increases over previous years.
In terms of the actual biggest spenders in the advertising game, period, Procter and Gamble was ranked number one ($11.43 billion) followed by Unilever ($6.62 billion) and L’Oreal ($4.98 billion).