• Largest newspaper advertisers in the U.S. 2018

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In 2018, Andersen Corporation, an international window and door manufacturing company, was the leading newspaper advertiser in the United States, having spent roughly 97 million U.S. dollars on promoting its products and services through this medium.

Newspaper advertising spending

Newspaper ad spending worldwide dropped by almost eight percent in 2018, compared to 2017. In the past decade, the popularity of the medium has decreased considerably. This trend is also visible in data presenting the paid circulation of daily newspapers. With 63 million, circulation numbers peaked in 1987. Less than half that amount of papers was bought each day in 2018. For each dollar invested in print advertising, which includes newspapers, U.S. advertisers gained just over four U.S. dollars, making it the medium with the lowest return on advertising spending in 2018.

Leading magazine advertisers

In 2018, the leading magazine advertisers (in terms of ad spend) in the United States were L’Oréal, Procter & Gamble, and Kraft Heinz Co., respectively. L’Oréal spent almost 700 million U.S. dollars on ads, which was more than twice the amount Kraft Heinz Co. spent that year.

Leading newspaper advertisers in United States in 2018, by ad spend (in million U.S. dollars)

Characteristic	Spending in million U.S. dollars
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Release date

June 2019

More information

Region

United States

Survey time period

2018

Special properties

measured media only; includes local newspapers, national newspapers, Spanish-language newspapers and free-standing inserts

Supplementary notes

Measured media is based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising).
The figures do not include unmeasured spending, such as direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media.