Advertising spending of Nike in the U.S. 2013, by medium

This graph shows Nike’s advertising spending in the United States in 2013, by medium. The sports giant spent 0.8 million U.S. dollars on newspaper advertising in the U.S.

Nike – additional information

Nike’s measured media spending in 2013 focused on television and magazines. The $40.8 million invested in TV advertising was likely to reach a broad audience, as the medium is consumed in 115.6 million TV households in the United States. Magazine ad spending was likely to be directed to sports, fitness or health publications, where it would reach a narrower group of people, who would, however, be interested in sports and health-related topics and for this reason more susceptible to sportswear ads.
Nike was the most valuable apparel brand in 2012. Its brand value amounted to 16.26 billion U.S. dollars, beating such competitors as H&M or Adidas hands down. The company’s global revenue almost doubled between 2005 and 2013, growing from 13.74 billion U.S. dollars to 25.31 billion. North America and Western Europe generate more than a half of the revenue, and other important regions are Greater China and emerging markets. Footwear comprises roughly two third of all sales. However, the apparel and the equipment divisions have been expanding. Nike’s share in the global athletic footwear market amounted nearly 20 percent in 2013, and according to projections it will grow by more than seven percent until 2020. It is worth mentioning, however, that in 2013 it scored below average on consumer satisfaction and it was also beaten by its main competitor Adidas in that category.

Advertising spending of Nike in the United States in 2013, by medium

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Release date

June 2014


United States

Survey time period


Supplementary notes

The figures includes measured-media advertising spending (source: Kantar Media) and unmeasured spending (estimated by Advertising Age). Measured media from WPP's Kantar Media 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). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology.
Figures have been rounded.

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