Fortune 500 ad spend, 2026
Estimated US paid-media spend for every Fortune 500 company. Top 20 cross-checked against 10-K filings and Vivvix; the rest modeled from sector ad intensity and revenue. Formula below.
$254B
Total estimated US ad spend, Fortune 500
18
Companies above $2.5B a year
~65%
Of the US digital and measured ad market
Headlines
- Amazon leads at ~$6.7B/yr in US ad spend, followed by P&G ($5.4B) and Alphabet ($5.3B).
- The 500 spend roughly $254B combined — about two-thirds of the US digital and measured ad market.
- 18 companies spend over $2.5B/yr. The top 25 account for most of the total.
- CPG and household goods spend 6–8% of revenue on ads. Energy, wholesale, and industrial B2B sit at 0.3–0.5%.
- Scale dampens spend: $400B+ companies run at ~35% of their sector's baseline rate; sub-$50B companies run at 100%.
- 14 of our top-20 estimates land within 20% of disclosed figures from 10-K filings and Vivvix.
Top 40 by spend
Box area = annual US ad spend. Color = sector.
Amazon.com
$6.7B
Procter & Gamble
$5.4B
Alphabet
$5.3B
PepsiCo
$5.1B
Microsoft
$4.9B
Berkshire Hathaway
$4.6B
Walt Disney
$4.0B
Apple
$3.9B
Walmart
$3.6B
Meta Platforms
$3.2B
Home Depot
$3.1B
General Motors
$3.0B
Coca-Cola
$3.0B
Ford Motor
$3.0B
Johnson & Johnson
$2.8B
CVS Health
$2.8B
Verizon Communications
$2.6B
Pfizer
$2.6B
Comcast
$2.4B
AT&T
$2.4B
Nike
$2.3B
Mondelez International
$2.2B
UnitedHealth Group
$2.1B
Warner Bros. Discovery
$2.0B
Lowe's
$2.0B
TJX
$2.0B
Tesla
$2.0B
Costco Wholesale
$1.9B
Merck
$1.9B
Netflix
$1.9B
Paramount Global
$1.9B
AbbVie
$1.9B
Kraft Heinz
$1.9B
Bristol-Myers Squibb
$1.8B
Cigna Group
$1.8B
Elevance Health
$1.7B
Oracle
$1.7B
State Farm Insurance
$1.7B
Kimberly-Clark
$1.6B
Centene
$1.6B
RetailCPGTechInsuranceMedia & TelecomAutomotiveHealthcareFinancial ServicesTravel & HospitalityEnergyLogisticsUtilitiesIndustrial / B2BBusiness ServicesReal EstateOther
Channel mix by sector
Typical paid-media split by sector. Sourced from Vivvix top-200, eMarketer, and 10-K disclosures.
| Sector | Linear TV | CTV | Programmatic | Search | Social | Retail Media | OOH / Audio |
|---|---|---|---|---|---|---|---|
| CPG | ~28% | ~22% | ~15% | ~7% | ~13% | ~10% | ~5% |
| Retail | ~12% | ~14% | ~18% | ~19% | ~16% | ~15% | ~6% |
| Healthcare | ~35% | ~18% | ~20% | ~12% | ~5% | ~2% | ~8% |
| Tech | ~4% | ~10% | ~20% | ~28% | ~18% | ~4% | ~16% |
| Automotive | ~28% | ~18% | ~15% | ~15% | ~12% | ~5% | ~7% |
| Financial Services | ~27% | ~15% | ~15% | ~18% | ~8% | — | ~17% |
| Insurance | ~40% | ~20% | ~15% | ~12% | ~5% | — | ~8% |
| Media & Telecom | ~18% | ~20% | ~18% | ~15% | ~15% | ~5% | ~9% |
| Travel & Hospitality | ~12% | ~14% | ~18% | ~25% | ~15% | — | ~16% |
The full list
All 500, sorted by spend. Sort any column, filter, export CSV.
500 of 500 companies
| # | Company | Sector | Est. US ad spend▼ | Tier | Primary channels | HQ | Revenue |
|---|---|---|---|---|---|---|---|
| 1 | Amazon.com AMZN · F500 #2 | Retail | $6.7B | Mega ($2.5B+) | Meta; Google; Programmatic; Retail Media; CTV | Seattle, Washington | $638.0B |
| 2 | Procter & Gamble PG · F500 #47 | CPG | $5.4B | Mega ($2.5B+) | Linear TV; CTV; Retail Media; Meta; Influencer | Cincinnati, Ohio | $84.0B |
| 3 | Alphabet GOOGL · F500 #7 | Retail | $5.3B | Mega ($2.5B+) | Meta; Google; Programmatic; Retail Media; CTV | Mountain View, California | $350.0B |
| 4 | PepsiCo PEP · F500 #46 | CPG | $5.1B | Mega ($2.5B+) | Linear TV; CTV; Retail Media; Meta; Programmatic | Purchase, New York | $91.9B |
| 5 | Microsoft MSFT · F500 #12 | Tech | $4.9B | Mega ($2.5B+) | LinkedIn; Search; YouTube; Programmatic; Events | Redmond, Washington | $245.1B |
| 6 | Berkshire Hathaway BRKA · F500 #6 | Insurance | $4.6B | Mega ($2.5B+) | Linear TV; CTV; Search; Programmatic | Omaha, Nebraska | $371.4B |
| 7 | Walt Disney DIS · F500 # | Media & Telecom | $4.0B | Mega ($2.5B+) | Social; CTV; Linear TV; YouTube; Programmatic | Burbank, California | $82.7B |
| 8 | Apple AAPL · F500 #4 | Tech | $3.9B | Mega ($2.5B+) | LinkedIn; Search; Programmatic; Trade | Cupertino, California | $391.0B |
| 9 | Walmart WMT · F500 #1 | Retail | $3.6B | Mega ($2.5B+) | Linear TV; CTV; Meta; Retail Media (Owned); Search | Bentonville, Arkansas | $681.0B |
| 10 | Meta Platforms META · F500 #30 | Retail | $3.2B | Mega ($2.5B+) | Meta; Google; Programmatic; Retail Media; CTV | Menlo Park, California | $164.5B |
| 11 | Home Depot HD · F500 #23 | Retail | $3.1B | Mega ($2.5B+) | Meta; Google; CTV; Retail Media; Email | Atlanta, Georgia | $159.5B |
| 12 | General Motors GM · F500 #19 | Automotive | $3.0B | Mega ($2.5B+) | Linear TV; CTV; Programmatic; Search; Social | Detroit, Michigan | $187.4B |
| 13 | Coca-Cola KO · F500 # | CPG | $3.0B | Mega ($2.5B+) | Linear TV; CTV; OOH; Sports Sponsorship; Social | Atlanta, Georgia | $43.0B |
| 14 | Ford Motor F · F500 #17 | Automotive | $3.0B | Mega ($2.5B+) | Linear TV; CTV; Programmatic; Search; Social | Dearborn, Michigan | $185.0B |
| 15 | Johnson & Johnson JNJ · F500 #41 | Healthcare | $2.8B | Mega ($2.5B+) | Linear TV (DTC); CTV; Endemic Display; Programmatic | New Brunswick, New Jersey | $88.8B |
| 16 | CVS Health CVS · F500 #5 | Healthcare | $2.8B | Mega ($2.5B+) | Linear TV; CTV; Retail Media; Programmatic | Woonsocket, Rhose Island | $372.8B |
| 17 | Verizon Communications VZ · F500 #31 | Media & Telecom | $2.6B | Mega ($2.5B+) | Linear TV; CTV; OOH; Programmatic; Social | New York, New York | $134.8B |
| 18 | Pfizer PFE · F500 # | Healthcare | $2.6B | Mega ($2.5B+) | Linear TV (DTC); CTV; Endemic Display; Programmatic | New York, New York | $100.3B |
| 19 | Comcast CMCSA · F500 #33 | Media & Telecom | $2.4B | Tier 1 ($1B+) | Linear TV; CTV; OOH; Programmatic; Social | Philadelphia, Pennsylvania | $123.7B |
| 20 | AT&T T · F500 #32 | Media & Telecom | $2.4B | Tier 1 ($1B+) | Linear TV; CTV; OOH; Programmatic; Social | Dallas, Texas | $122.3B |
| 21 | Nike NKE · F500 # | CPG | $2.3B | Tier 1 ($1B+) | Meta; TikTok; CTV; Influencer; Search | Beaverton, Oregon | $46.7B |
| 22 | Mondelez International MDLZ · F500 # | CPG | $2.2B | Tier 1 ($1B+) | Linear TV; CTV; Retail Media; Meta; Programmatic | Chicago, Illinois | $31.5B |
| 23 | UnitedHealth Group UNH · F500 #3 | Healthcare | $2.1B | Tier 1 ($1B+) | Linear TV; Search; Programmatic; Direct Mail | Minnetonka, Minnesota | $400.3B |
| 24 | Warner Bros. Discovery WBD · F500 # | Media & Telecom | $2.0B | Tier 1 ($1B+) | Social; CTV; Linear TV; YouTube; Programmatic | New York, New York | $33.8B |
| 25 | Lowe's LOW · F500 #44 | Retail | $2.0B | Tier 1 ($1B+) | Meta; Google; CTV; Retail Media; Email | Mooresville, North Carolina | $83.7B |
Showing 1–25 of 500
Page 1 of 20
Notable
Largest spender
Walmart
Retail · General Merchandisers
~$3.6B/yr
Highest spend-to-revenue
Procter & Gamble
CPG
8.0% of revenue
Lowest spend for its size
Valero Energy
Energy · F500 #29
$253M on $129.9B revenue
Methodology
Three inputs per company. All published in the CSV.
Formula
ad_spend = revenue × sector_ad_intensity × scale_factor
Validation. We compared our top-20 estimates against 10-K filings and Vivvix. 14 of 20 land within 20% of the disclosed figure. Pure media companies (Comcast, AT&T) skew low.
Sector ad intensity (% of revenue)
| Household & Personal Products (P&G, Colgate) | 8.0% |
| Beverages / Food Consumer Products | 7.0% |
| Entertainment | 6.0% |
| Apparel / Hotels / Casinos | 5.0% |
| Pharmaceuticals / Software / QSR | 4.0% |
| Internet & Retailing / Telecom | 3.0% |
| Auto / P&C Insurance | 2.5% |
| General Merchandisers / Healthcare Insurance | 1.5% |
| Banks / Airlines / Logistics | 1.0% |
| Energy / Wholesalers / B2B Industrial | 0.3–0.5% |
Scale factor (by revenue band)
| $400B+ | 0.35 |
| $200B–400B | 0.50 |
| $100B–200B | 0.65 |
| $50B–100B | 0.80 |
| <$50B | 1.00 |
Sources
- • Fortune 500 2025 ranking — Fortune Media, June 2025
- • Vivvix Top 200 US Advertisers — to calibrate the top of the list
- • Gartner 2025 CMO Spend Survey — for sector-level ratios
- • SEC EDGAR 10-K filings — to verify revenue for the top 50 (June 2026)
- • eMarketer US Ad Spend Forecast — H1 2026
Frequently asked questions
- How much do Fortune 500 companies spend on advertising in total?
- Roughly $254B a year in US paid media across all 500, by our numbers. That's about two thirds of everything spent on digital and measured advertising in the country.
- Who spends the most?
- Amazon, at around $6.7B a year in US ad spend. P&G is next at about $5.4B, then Alphabet at $5.3B.
- How did you come up with these numbers?
- We multiply each company's revenue by a typical ad-to-revenue ratio for its sector, then adjust for size (bigger companies tend to spend a smaller share). For the top 20, we cross-check against what they actually disclose in 10-Ks and Vivvix data — 14 of them land within 20% of the real number.
- Can I use this in my own work?
- Go for it. The dataset is CC BY 4.0 — use it anywhere as long as you credit Growth Partner Index. We update it every quarter.