Ad spend of selected beverage brands in the U.S. 2018

In the United States, Coca-Cola Company and PepsiCo spend the most on advertising their popular sugary drinks. Even though bottled water brand such as Aquafina (belonging to PepsiCo) is in the top ten of highest ad spenders in the country, it pales in comparison to the two major soda brands – Coke and Pepsi. Coca-Cola spent more than 390 million U.S. dollars in 2018 on advertising its flagship beverage, while PepsiCo invested close 260 million in promoting Pepsi that year. At the same time bottled water advertising spending failed to surpass 10 million dollars.

PepsiCo vs. Coca-Cola Company on the advertising market

Both beverage manufacturers command nearly 70 percent of the soft drink market in the United States, however, Coca-Cola holds more than 43 percent of that market. Perhaps that is why PepsiCo is spending considerably more on advertising and promotion in the country, in an attempt to win over customers. In 2018, Coca-Cola invested some 913 million U.S. dollars in advertising in the United States, whereas PepsiCo’s ad expenditures reached roughly 1.49 billion dollars that same year. The company even underwent a logo redesign back in 2009, which was estimated to cost around one million U.S. dollars, with the aim to have a more modern, simplified appeal. This step has not changed much in terms of market shares, as PepsiCo still appears to be losing its portion. It could be that higher marketing budgets will increase its chances, but the battle will be a tough one, as loyal fans of either brand are unlikely to switch to the other.

Advertising spending of selected beverage brands in the in the United States in 2018

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Release date

June 2019


United States

Survey time period


Special properties

measured media only

Supplementary notes

The figures include measured-media advertising spending (source: Kantar Media). 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).
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. For more information, see the methodology.

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