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IBM ad spend worldwide 2008-2019

As of the latest company data, in 2018, IBM Corporation invested 1.65 billion U.S. dollars into advertising and promotion worldwide. While global advertising spending has risen consistently since 2010, IBM’s advertising spending remained relatively stable with a slight increase in the last year. In contrast, IBM's revenue has declined over the past eight years since 2011.

Where does IBM use its advertising spending?

IBM specializes in B2B marketing campaigns, with several notable successes in recent years. In 2011, for example, IBM put its supercomputer project Watson on popular game show Jeopardy where it competed against two previous champions. Watson won with a wide margin, and became known in U.S. pop culture, providing IBM with much coverage of their new product. Additionally, IBM has a long-term brand relationship with the U.S. Open tennis Grand Slam tournament and the Masters golf tournament, using sports sponsorships to strengthen IBM’s brand visibility and promote their technology, data analytics, and cognitive computing capabilities.

IBM promotional and advertising spending worldwide, from 2008 to 2019

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Release date

March 2020



Survey time period

2008 to 2019

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