Top 100 B2B Advertisers Up Spending 3 Percent, Account for Half of B2B Spend

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Top 100 B2B Advertisers Up Spending 3 Percent, Account for Half of B2B Spend

B2B ad spending totaled $14.39 billion in 2006, up 1.4 percent from $14.19 billion in 2005, and the top 100 B2B advertisers accounted for $6.76 billion (or 47 percent) of that amount, up 3.0 percent from $6.56 billion in 2005, according to BtoB’s analysis of data from TNS Media Intelligence, reports MarketingCharts.

B2B ad spending totaled $14.39 billion in 2006, up 1.4 percent from $14.19 billion in 2005, and the top 100 B2B advertisers accounted for $6.76 billion (or 47 percent) of that amount, up 3.0 percent from $6.56 billion in 2005, BtoB’s analysis of data from TNS Media Intelligence, reports MarketingCharts.

According to BtoB’s analysis:

Telecom led B2B ad spending in 2006:
- AT&T was the No. 1 B2B advertiser, spending an estimated $419.4 million, up 10.4 percent from the previous year.
- Verizon Communications was the No. 2 B2B advertiser; it spent an estimated $405.9 million on B2B advertising last year, up 8.7 percent from the previous year.
- Sprint-Nextel was the No. 3 B2B advertiser in 2006, spending $277.1 million, down 31.2 percent from 2005, when it spent $403.1 million to promote its new brand.
High-tech companies were also high on the list of top B2B advertisers:
- IBM Corp. was No. 4, spending $236.3 million on B2B advertising, down 17.5 percent from 2005.
- Hewlett-Packard was the No. 5 B2B advertiser in 2006, with B2B ad spending of $219.6 million - up 5.8 percent over 2005.
- Microsoft was No. 6 in 2006; it spent an estimated $213.6 million on B2B advertising, down 0.6 percent from 2005.
Monster Worldwide, FedEx Corp., Citigroup, and JP Morgan Chase & Co. rounded out the top 10 B2B advertisers of 2006.

MarketingCharts has more data from the research, here.

Related topics: Signs of What's to Come, Telecom, Research, Planning, Business-to-Business, Financial, Direct...

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